Structured data & rich results

Lesson 5 of 8 · 30 min · part of the AI SEO & GEO Specialist certification

Structured data describes a page in a machine-readable vocabulary (schema.org). Google recommends the JSON-LD format: a script block that doesn't touch your visible HTML. It can make pages eligible for rich results (stars, prices, breadcrumbs, event dates) and helps every machine — including AI systems — understand what the page is about.

Two hard rules: the markup must describe content that is visible on the page, and it must be truthful. Marking up reviews that don't exist is spam and can lead to a manual action.

Product markup in JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "TrailMax 3 Running Shoe",
  "brand": { "@type": "Brand", "name": "TrailMax" },
  "offers": {
    "@type": "Offer",
    "price": "129.00",
    "priceCurrency": "EUR",
    "availability": "https://schema.org/InStock"
  }
}
</script>

Interactive exercise: Review this structured-data plan