Glossary
What is structured data?
Structured data is machine-readable code that labels what a page is about, such as a business, a product or an event. It sits in the page alongside the content people read.
What structured data is
A web page is written for people. A heading, a price or a phone number is obvious to a reader but ambiguous to a program. Structured data adds labels that say what each piece of information is.
Google describes structured data as a standardised format for giving information about a page and classifying its content. A recipe page, for example, can label its ingredients, cooking time and calories.
The labels sit in the page code. Visitors don't see them, which is exactly why they must match what visitors do see. A label that disagrees with the page gives machines a different story from the one people read.
Schema.org and the formats
Most structured data uses the schema.org vocabulary. It is a shared set of types, such as a local business, a product or an event, each with its own properties. Schema.org says the major search engines understand it.
The vocabulary can be written in three formats. JSON-LD sits in a script block inside the page. Microdata and RDFa add attributes to the HTML tags that hold the visible content.
How Google uses structured data
Google says structured data gives it explicit clues about the meaning of a page. It can also enable rich results, which are search results that show extra detail drawn from the page.
Correct markup makes a page eligible, but Google makes no promise beyond that. Its policies say that using structured data enables a rich result to be present, not that it will be. The result depends on many variables, including the person searching.
Google's structured data policies set firm limits. Don't mark up content that readers of the page cannot see.
Google offers a Rich Results Test to validate markup. It shows which types a page carries and flags errors.
How Carqo relates to structured data
Business knowledge in Carqo is built to prepare draft structured data for your type of business. You choose your type of business, such as a restaurant, hair salon, plumber or electrician. Any other business uses a general local business type.
The draft for your homepage uses only your real name, address, phone number and hours. It comes with a short list of steps, where the code goes and the time to allow. A separate list names the facts you still need to add.
In practice
- Test a key page Run your homepage through Google's Rich Results Test. Note which structured data types it finds and any errors.
- Compare code with the page Check each labelled fact, such as hours or prices, against the text a visitor reads on the same page.
- Fix the source first Where they differ, correct your business record. Then update both the visible page and the markup to match it.
Common questions
Do I need structured data for AI Overviews?
Google says no special markup is needed. Its guidance says there is no special schema.org structured data you need to add for AI Overviews. It does list matching structured data to visible text as a general best practice.
Why is my valid markup not producing a rich result?
That can happen. Google's policies say valid markup enables a rich result but does not promise one. What is shown depends on many factors, including the person searching and their search history.
Can wrong structured data cause problems?
Yes. Markup that misleads, or describes content readers cannot see, breaks Google's policies. That can lead to a manual action, which removes the page's eligibility for rich results.
Do I need structured data for AI Overviews?
Google says no special markup is needed. Its guidance says there is no special schema.org structured data you need to add for AI Overviews. It does list matching structured data to visible text as a general best practice.
Why is my valid markup not producing a rich result?
That can happen. Google's policies say valid markup enables a rich result but does not promise one. What is shown depends on many factors, including the person searching and their search history.
Can wrong structured data cause problems?
Yes. Markup that misleads, or describes content readers cannot see, breaks Google's policies. That can lead to a manual action, which removes the page's eligibility for rich results.
Sources
- Google, Introduction to structured data markup in Google Search Link checked 29 October 2026
- Google, General structured data guidelines Link checked 29 October 2026
- Schema.org, Getting started with schema.org Link checked 29 October 2026
- Google, AI features and your website Link checked 29 October 2026