Structured Data

Code added to a page's HTML that helps search engines understand its content and enable rich results.

Structured data is machine-readable markup added to a page's HTML — typically using Schema.org vocabulary in JSON-LD format — that explicitly describes a page's content to search engines. It allows Google to understand not just the text on the page, but what type of entity that text describes (an article, a product, a person, an FAQ, an event, etc.).

Structured data enables 'rich results' in Google Search — enhanced SERP features like star ratings, FAQ accordions, product prices, recipe cards, and How-to steps. These visually enhanced results can significantly increase CTR compared to plain blue links.

Common structured data types for B2B websites include: Article (for blog posts and research), Organization (for brand identity), FAQ Page (for support and product FAQ content), BreadcrumbList (for navigation context), and WebPage. For glossary pages, the DefinedTerm and DefinitionAction schemas are relevant.

Structured data does not directly boost rankings, but it increases the probability of being awarded rich results, which can improve click-through rates and SERP visibility.