Help search engines understand your page
Structured data describes the content of a page in a format search engines read directly: who you are, where you are, when you are open, which questions you answer. Written in JSON-LD, the format recommended by Google, it sits in a script tag and does not change how the page looks. It can make your page eligible for richer results and helps search engines and AI assistants connect your business with its details.
Four common types
- Local business: name, address, phone, opening hours and official profiles. Essential for a shop, a restaurant, a practice or an agency.
- FAQ: questions and answers that must also be visible on the page.
- Breadcrumb: the position of the page in your site structure.
- Article: headline, author, dates and publisher of a blog post.
Good practice
Only describe what visitors can actually see on the page: marking up invisible content goes against Google’s guidelines. Keep the information identical to what appears on your Google Business Profile, then validate the code with Google’s Rich Results Test. To check the structured data already on a live page, use the SEO analyzer.
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Frequently asked questions
Where should I place the JSON-LD code?
Anywhere in the HTML of the page, usually in the head or just before the closing body tag. It does not change how the page looks.
Will structured data give me rich results?
It makes your page eligible, but Google decides whether to show rich results. The content must also be visible on the page.
How do I check that my code is valid?
Use Google’s Rich Results Test or the Schema Markup Validator; both are linked from the tool.