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SEO & AEO

Structured Data

Structured data labels content with a standardized vocabulary so machines can understand its meaning more reliably.

Structured data adds machine-readable context to page content using standardized vocabularies and defined properties. This helps search engines and other systems interpret entities, attributes, and relationships more accurately. It is commonly implemented with Schema.org vocabulary through formats such as JSON-LD and should always reflect the actual visible content of the page. The concept is closely related to Schema.org and JSON-LD.

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Schema.org

JSON-LD

AEO

FAQ

Structured Data

Which content should be marked up with structured data?
Primarily content with a clear type and purpose: organization, article, product, event, breadcrumbs. Only what is visible on the page and fits the page type gets marked up. Markup without a counterpart in the content creates risk without gain. For a homepage, blog, or contact page, organization and breadcrumbs are often enough; further markup pays off only with a clear benefit.
How can structured data be tested?
With validators for Schema.org markup and the testing tools offered by search engines. The former check syntax against the vocabulary, the latter check eligibility for particular result displays. In addition, a manual comparison should confirm that every stated value is visible on the page.
What are typical mistakes with structured data?
Values often deviate from the visible content, such as ratings or prices that do not appear on the page. Other errors include missing required properties, outdated values, and wrongly chosen types. Such markup brings no benefit and may be ignored. Validation before release and spot checks afterward limit the risk.
Which format works best for structured data?
JSON-LD is the common choice in practice because it is added as a separate script block and does not run through the HTML. Microdata and RDFa place attributes directly in the markup. JSON-LD is easier to maintain and can be generated automatically from CMS fields.
Do structured data improve rankings directly?
A direct ranking promise cannot be derived from them. Structured data helps search engines understand content and can enable enhanced result displays. Whether those appear is up to the search engines. The benefit lies more in clarity and presentation than in position, and high-quality content remains a prerequisite.