Structured data is a small block of information placed in a web page’s code, invisible to visitors, that describes the content using a shared vocabulary: Schema.org. Google recommends the JSON-LD format to write it.
What it is for
A human instantly understands that a page is about a bakery open from 7am to 7pm. A search engine has to work it out from the text. Structured data states it without ambiguity: “this is a business of type Bakery, here is its address, phone number and opening hours”. It can also make some enhanced displays in search results possible, although Google doesn’t guarantee them.
A concrete example
For a restaurant, a Restaurant block (a kind of LocalBusiness) can state:
- name, address and phone, identical to the Google profile;
- opening hours;
- links to the menu and to booking;
- cuisine type and price range.
A questions-and-answers page can carry a FAQPage block, an article an Article block.
Common mistakes
- describing things in the structured data that aren’t on the page: Google treats this as misleading;
- leaving outdated hours in the code after the page changed;
- believing it is enough to rank well: it helps engines understand the page, it doesn’t replace content or reviews.
On a website built with Voxtya, the LocalBusiness block is generated automatically from the business details. For the rest of the site, see the small business website guide.
Go further
Related terms
GEO (Generative Engine Optimization)
GEO (Generative Engine Optimization) is what a business does so that AI assistants such as ChatGPT, Gemini or Perplexity describe and cite it correctly when people ask for recommendations.
NAP (name, address, phone)
NAP (Name, Address, Phone) means a business’s name, address and phone number, which should be written the same way on its Google profile, website and directories.
Domain name
A domain name is a website’s address, such as “martinsbakery.co.uk”. It is rented by the year from a registrar and must be renewed to stay yours.