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Structured data.In plain English.

Definition

Updated

Structured data is code on a web page that labels information, such as your business type, hours or FAQs, so search engines can read it reliably.

It uses the Schema.org vocabulary, for example LocalBusiness, Service and FAQPage, and Google recommends JSON-LD as the easiest format to maintain.

Structured data must match what the page says. Google says not to mark up content that isn't visible to readers. Breaking its guidelines can stop rich results or possibly get the page marked as spam, and a structured data manual action removes rich-result eligibility without affecting how the page ranks.

Correct markup doesn't guarantee a rich result. Test it with Google's Rich Results Test, or with the Schema Markup Validator for any schema.org markup.

For AI Overviews and AI Mode, Google says there's no special schema.org structured data you need to add.

Example: a dentist's page that shows Saturday hours carries the same hours in its LocalBusiness markup, so the visible page and the code agree.

Sources

  1. Google Search Central: Introduction to structured data markup, checked Nov 6, 2026
  2. Google Search Central: General structured data guidelines, checked Nov 6, 2026
  3. Google Search Central: Test your structured data, checked Nov 6, 2026
  4. Google Search Central: AI features and your website, checked Nov 6, 2026