Glossary
Structured Data (Schema Markup)
Structured data is standardised machine-readable markup — usually schema.org vocabulary in JSON-LD — that tells machines what a page's visible content means. Google's documentation is explicit that structured data must describe content that is actually visible to users on the page.
In plain terms
It is a label on the page that says "this is a FAQ", "this is a price", "this is the author" in a format machines read directly.
Why it matters
Markup does not create authority, but it removes ambiguity. When the schema and the visible content disagree, you get the worst of both: no eligibility benefit and a credibility problem.
How to apply it
- Mark up only what a visitor can see on the page.
- Keep one coherent entity graph across the site rather than isolated snippets per page.
- Re-check markup whenever the visible copy changes.
Example
A software vendor adds FAQPage and Product schema markup to its pricing page that exactly matches the visible questions, answers and price shown on the page, and an AI engine subsequently extracts that markup to answer a user's direct question about the product's starting price.
Sources
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