Structured data (schema markup) is a markup that reports the information on your page to search engines and AI in a machine-readable way. It clearly defines a product’s price, an article’s author or a business’s address.

What does it do?

  • Helps the content be understood correctly.
  • In some cases can provide a rich appearance in search results (stars, price, FAQs).
  • Makes it easier for AI to correctly interpret your brand and content.

Important note: structured data doesn’t guarantee a rich appearance; it only supports correct understanding and the likelihood.

Which schema for which page?

  • Homepage / corporate: Organization, WebSite — brand information, logo, contact.
  • Service pages: Service — the definition of the service you offer.
  • Blog / article: Article or BlogPosting — title, author, date.
  • Product pages: Product + Offer — price, stock, rating.
  • Pages with FAQs: FAQPage — only if the questions are visible on the page.
  • All pages: BreadcrumbList — the page path.
  • Local businesses: LocalBusiness — only if there’s a real address and information.

Principles of correct use

  1. Mark up only information visible on the page. Adding schema for content that isn’t visible is against the rules.
  2. Be consistent. The information in the schema must exactly match the information on the page.
  3. Test validity. Check for errors with validation tools.
  4. Don’t overdo it. Don’t pile irrelevant schema onto every page; the aim is correct understanding.

Relation to AI

Structured data helps AI correctly understand your brand and content; but it doesn’t provide visibility on its own. The real value comes from solid content and authority. Schema is the technical way to convey this value correctly — part of technical SEO work.

Summary

Structured data is a tool that correctly describes your content to search engines and AI. Using valid schema appropriate to the page type and consistent with the content supports correct understanding and the likelihood of a rich appearance.