AI search & visibility

Structured Data

Machine-readable descriptions of page content

IN PLAIN ENGLISH

Structured data is standardized markup that describes the information on a page in a format machines can interpret, such as an organization, article, or product.

Updated October 2026

Why structured data matters

A page may explain a business clearly to a person while leaving its underlying facts less explicit for software. Structured data describes eligible information using named types and properties. It can help a supported system interpret what the page contains.

For a B2B site, that might mean describing an organization or identifying an article’s author. Use a type that fits the content. A service should not be described as a different product merely to chase an attractive search feature.

Structured data and search appearance

Some supported markup can make a page eligible for enhanced search appearances. Eligibility and display are separate: a valid implementation does not guarantee that a search engine will show a rich result. Requirements depend on the feature and platform.

Markup should reflect the visible page accurately. Validate the syntax and required properties, then check that the facts remain correct as pages change. Structured data should describe the content you have, not claims the reader cannot verify.

A B2B example

A consultancy publishes an expert article with a visible author biography and publication date. Its markup describes those same facts. The team checks the implementation after template changes so the author information does not accidentally become inaccurate.

Structured data and AI answers

Google says there is no special schema required to appear in its AI search features. Clear content and accessible pages remain important. Treat structured data as a precise description of information rather than a shortcut to an AI recommendation.

Frequently asked questions

Is structured data the same as schema markup?

Schema markup commonly refers to structured data using the Schema.org vocabulary. Structured data is the broader concept of describing facts in a standardized format.

Does valid markup guarantee better rankings?

No. It can support interpretation or eligibility for specific features, but it does not guarantee ranking improvements or a particular search appearance.