Structured data (Schema.org)

GarbuzSEO Specialist Published October 1, 2026

Definition

Structured data (Schema.org) — Structured data describes page content in a standardised format (the Schema.org vocabulary) so search engines understand entities and relationships.

Quick answer

Google recommends JSON-LD. Mark up only content visible on the page; structured data makes a page eligible for rich results but does not guarantee them.

Useful types for an expert site

Organization/Person, WebSite, BreadcrumbList, Article, Service, ProfilePage. Never add reviews or ratings that are not on the page — it violates the guidelines.

Sources

Introduction to structured data markup in Google Search — Google Search Central

→E-E-A-T→

E-E-A-T

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework from Google’s Search Quality Rater Guidelines describing what makes content trustworthy.

Canonical

A canonical URL is the preferred version of a page among a set of duplicate or near-identical pages, declared with the <link rel="canonical"> element.

Schema Generator (JSON-LD)

JSON-LD for BreadcrumbList, Article, Organization and Person.

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