Structured data is a standardized format for providing information about a page and classifying its content. Using vocabularies like schema.org, structured data helps search engines understand what your content is about — not just what it says.
When implemented correctly, structured data can enable rich results in Google Search: star ratings, FAQ dropdowns, pricing information, breadcrumbs, and more.
How Structured Data Works
Without Structured Data
Google sees your page content as text and infers meaning:
"This product costs $99.99 and has a 4.8 rating from 127 reviews"
Google has to figure out that this is a product with a price and reviews.
With Structured Data
You explicitly tell Google what your content represents:
{
"@type": "Product",
"name": "Widget Pro",
"offers": {
"price": "99.99",
"priceCurrency": "USD"
},
"aggregateRating": {
"ratingValue": "4.8",
"reviewCount": "127"
}
}
Now Google knows exactly what everything means and can display it as a rich result.
Formats for Structured Data
| Format | Description | Google's Recommendation |
|---|---|---|
| JSON-LD | Script block in HTML | Recommended |
| Microdata | Inline HTML attributes | Supported |
| RDFa | Inline HTML attributes | Supported |
JSON-LD is the recommended format because:
- It's separate from your HTML (easier to maintain)
- It doesn't affect page rendering
- It's easier to add dynamically
- It can describe entities not visible on the page
Common Schema Types
Organization
Describes your company for knowledge panels and branded search.
WebSite
Describes your website, can enable the sitelinks search box.
Article / BlogPosting
Enables article rich results with author, date, and image.
Product
Enables product rich results with price, availability, and reviews.
FAQPage
Enables FAQ dropdowns directly in search results, taking up more SERP real estate.
BreadcrumbList
Shows page hierarchy in search results instead of the URL.
LocalBusiness
Enables local business information in search and maps.
HowTo
Enables step-by-step instructions in search results.
Rich Results Enabled by Structured Data
- Review stars — aggregate ratings shown in search results
- FAQ dropdowns — expandable questions and answers
- Product info — price, availability, shipping
- Breadcrumbs — page hierarchy in SERPs
- Sitelinks search box — search within your site from Google
- How-to steps — step-by-step instructions
- Event details — date, location, ticket info
- Recipe cards — cooking time, ingredients, ratings
Best Practices
Accuracy
Structured data must accurately reflect visible page content. Don't mark up content that isn't on the page.
Completeness
Include all required properties and as many recommended properties as possible. More complete markup gets richer results.
Testing
Always validate your structured data:
- Google Rich Results Test — check eligibility for rich results
- Schema.org Validator — verify correct syntax
- Search Console — monitor for errors in production
Maintenance
Keep structured data updated when content changes. Outdated prices, ratings, or availability can lead to manual actions.
Start with these 4 schema types
For most websites: Article (blog posts, guides), FAQPage (Q&A sections), BreadcrumbList (navigation), Organization (homepage). Add Product for e-commerce and LocalBusiness for local SEO. Use Google's Rich Results Test to validate.
How Moydus Implements Structured Data
At Moydus, every page type has comprehensive schema markup:
- Organization + LocalBusiness — company entity with @id references
- WebSite — with SearchAction for sitelinks search box
- WebPage — on every page with breadcrumbs and speakable
- Service — on all service pages with pricing and area served
- BlogPosting — on all blog posts with author and publisher
- FAQPage — on pages with frequently asked questions
- Product — on pricing pages with offer details
- BreadcrumbList — site-wide for navigation hierarchy
All schemas use @id references for proper entity graph linking. Contact us about implementing structured data for your site.