Search results are not all plain blue links. Some show extra details pulled from the page, such as the cooking time on a recipe. Many of these extras come from structured data added to the page. It is a small piece of code that tells Google exactly what a page contains.
Google calls these enhanced listings rich results. Structured data can make a page eligible for them, though Google never promises they will appear. This guide explains what structured data is, which format Google prefers and how to test it. It sticks to what Google’s own Search Central documentation says.
What structured data is
Google describes structured data as a standard format for giving information about a page and classifying its content. Its example is a recipe page. The markup can spell out the ingredients, the cooking time and the calories. Google can then read those details directly from the code.
Most structured data used in Google Search follows the schema.org vocabulary. Google notes that its own Search Central documentation is the authority on how Google Search behaves. The schema.org site explains the vocabulary, but it does not decide what Google shows. If the two ever seem to differ, follow Google’s guidance for Google results.
Why it matters for a business website
Rich results stand out on a busy results page. Google has published case studies from sites that added markup. It reports that Rotten Tomatoes saw a 25% higher rate of clicks on 100,000 pages with structured data than on pages without it. Food Network reported a 35% increase in visits after enabling search features on 80% of its pages. Google also says Nestlé pages shown as rich results had an 82% higher rate of clicks than other pages.
These are large sites, and results will vary for a small business. Still, the case studies show why it is worth getting right. Structured data also forces you to be clear about the facts on each page. That clarity helps the reader as much as the search engine, which ties in with good user experience web design.
The three formats Google supports
Google supports three formats for structured data. They are JSON-LD, Microdata and RDFa. Google says all three are fine if the markup is valid and correctly implemented. It does recommend JSON-LD where your site setup allows it.
- JSON-LD sits in a script tag and keeps the markup separate from the visible text.
- Microdata uses HTML attributes, usually inside the body of the page.
- RDFa is an HTML5 extension that also uses attributes, often in both the head and the body.
JSON-LD is usually the simplest choice for a business site. Because it sits apart from the visible content, a developer can add or change it without touching the page layout. Google also notes it works with content that is injected dynamically. Whoever builds your site should still check the output after any change.
The rules Google expects you to follow
Google’s guidelines are clear that markup must describe content people can see. The documentation says not to mark up content that is not visible to readers of the page. Structured data must also be a true representation of the page. Google’s example is a woodworking site, which should not label its instructions as recipes.
Completeness matters too. Items missing required properties are not eligible for rich results. Google says it is better to supply fewer recommended properties that are complete and accurate. Put the markup on the page it describes, and use the most specific schema.org type that applies. Any image URLs in the markup must be relevant to the page and able to be crawled and indexed.
Breaking these rules has a cost. Misleading markup, such as fake reviews, is not allowed under Google’s structured data policies. A structured data issue can lead to a manual action, which removes a page’s eligibility for rich results. Google says this does not change the page’s ranking in web search, but you lose the enhanced listing. Shortcuts like this belong with the other SEO tactics that flag you as a spammer.
Keep your markup honest and consistent
For most businesses, structured data simply repeats facts already on the page. Those facts should match what appears across your website and other profiles. If a detail changes, update the page and the markup together. Keeping a cohesive brand identity across multiple platforms makes this much easier.
Good structured data also depends on good pages. Markup cannot make thin content useful, and Google advises against creating blank pages just to hold structured data. Write the page for people first, then describe it with markup. The same principle sits behind great content for marketing professional services such as law firms.
Testing and monitoring your structured data
Google provides tools to check your work. The Rich Results Test validates markup while you build and can sometimes preview how a feature might look. Once a page is live, the URL Inspection tool in Search Console confirms whether Google found the structured data. Rich result status reports in Search Console then help you monitor it over time.
Monitoring matters because markup can break after launch. Google points out that templating or serving issues can cause problems once pages are live. A change to a page template is one example of how this can happen. Do not block pages with structured data from Googlebot using robots.txt or noindex. Check the reports after any major change to your site.
Google also suggests measuring the effect rather than assuming it. Add structured data to a few similar pages and compare them with pages that do not have it. Track the results in the Search Console Performance report, filtered by URL, over several months. The Google introduction to structured data sets out this approach in more detail.
Frequently asked questions
Does structured data guarantee a rich result?
No. Google describes structured data as making a page eligible for rich results. It may still choose a different feature or a plain text result.
Which format should I use?
Google accepts JSON-LD, Microdata and RDFa. It recommends JSON-LD where your site allows it. For most business websites that is the simplest option.
Can I add structured data for details that are not on the page?
No. Google says not to add structured data about information that is not visible to the user, even if it is accurate. The markup should match what visitors can read.
How do I know if my structured data is working?
Run the page through the Rich Results Test during development. After launch, use the URL Inspection tool and the rich result reports in Search Console. Recheck after any big change to your site.