Structured data: telling Google and AI what is on your page

A person looking at your page sees it instantly: this is a price, this is a date, this is the company name. A machine at first only sees text. Structured data is the way to tell it exactly that: this here is a company, this an article, this a review.

How does it work?

In the background there is a small, invisible block of code on the page, usually in a format called JSON-LD. It uses a shared vocabulary called Schema.org that search engines and AI understand. The visitor sees none of it, but afterwards the machine knows exactly what it is dealing with.

An example: instead of Google having to guess whether "Nucez Software" is a company, a product or a typo, the structured data says clearly: this is an organisation, here is the address, here is how to get in touch.

What is it good for?

• Better display in search. Star ratings, event dates or question-and-answer blocks right in the search result come from structured data.
• Clarity for AI. Whoever states in machine-readable form who they are and what they offer makes it easy for an AI to place and cite them correctly.
• Fewer misunderstandings. The machine does not guess, it reads.

Typical entries

• Organisation or local business: name, address, contact.
• Articles and blog posts: title, date, author.
• Services and products.
• Breadcrumb navigation, so the structure of the site becomes clear.

This website uses exactly those entries, for the company, the products, the blog posts and the individual services.

An honest word

Structured data is not a magic trick that shoots you to the top. It is a foundation. And one rule always applies: only mark up what is actually on the page. Whoever tags things that do not exist gets caught.

Why this matters especially for AI is in What is GEO? and in the overview at SEO is not enough anymore: now GEO matters too. I can implement it with you directly through my SEO and GEO analysis.