Structured data
Structured data is code added to a page, usually JSON-LD using the schema.org vocabulary, that describes the page's content in a standard format so search engines can classify it and show rich results.
Structured data is a standardised way of telling a search engine what a page is about: this is a product with this price, this is a recipe with these steps, this article was written by this person. Google recommends JSON-LD and uses mostly the schema.org vocabulary, though Microdata and RDFa also work.
Correct markup can make a page eligible for rich results, but Google says it does not guarantee them. Markup that lacks required properties or breaks the guidelines may not be shown at all. Rich result types also change: Google removed its FAQ rich result documentation in June 2026.
Why it matters now: Google’s 2026 guide to generative AI features says structured data is not required to appear in AI Overviews or AI Mode and that there is no special schema to add. It still recommends structured data for rich results.
Practical note: mark up only what is visible on the page, keep it in sync with the text and validate it before release.