# Structured data (JSON-LD) > Source: > Published: 2026-06-10 00:00:00+00:00 # Structured data (JSON-LD) Machine-readable annotations that describe the content of a page using the schema.org vocabulary. JSON-LD is the format search engines and AI agents expect. ## What it is Structured data is a set of machine-readable statements that describe what a page is about, using the shared vocabulary at [schema.org](https://schema.org/). The recommended serialisation is JSON-LD: a ` ``` Microdata and RDFa are also accepted, but JSON-LD is the de facto standard because it sits separate from the visible markup. ## Why it matters Two audiences read it heavily: **Search engines** use structured data to power rich results (article cards, breadcrumbs, product carousels, knowledge-panel facts). Without it, you get a plain blue link.**AI agents and answer engines** rely on it as the ground truth for facts they may quote. A`Person` schema with a`sameAs` linking to your verified profiles is the cleanest way to assert identity. It is also the most stable contract between a publisher and the rest of the web. The HTML can change; the JSON-LD describes meaning. ## How to implement Stick to a small set of well-supported types: — site-wide, on the home page. Include`WebSite` `url` and`name` , and`potentialAction` for sitelinks search if appropriate.or`Organization` — for the publisher and authors. Include`Person` `sameAs` arrays pointing at verified profiles.— on every page that has a breadcrumb trail.`BreadcrumbList` or`Article` — for articles, with`BlogPosting` `headline` ,`datePublished` ,`dateModified` ,`author` ,`image` .,`Product` ,`Offer` — for e-commerce, where eligibility is strict.`AggregateRating` — only when the page genuinely has a Q-and-A list visible to users. Note that Google`FAQPage` [retired the FAQ rich result in 2026](https://developers.google.com/search/docs/appearance/structured-data/faqpage):`FAQPage` is still valid schema.org vocabulary, but it no longer produces a Google search feature, and no answer engine has confirmed it favours the markup over rendered HTML — so add it for genuine visible content, not for SERP or “GEO” gain. Never stuff fake FAQs. ([Further reading](https://joost.blog/faq-schema-cycle/)on why the format was abused into deprecation, and the proposed`FAQSection` type for Q-and-A that is a*section*of a page rather than its main entity.) Rules: **Mirror what is visible on the page.** Do not declare facts in JSON-LD that the page does not state. Google calls this “out of sync” data and ignores or penalises it.**One graph per page is cleaner than many fragments.** Use`@graph` to nest related entities and`@id` URIs to cross-reference them.**Use absolute URLs** in`@id` ,`url` ,`image` , and`sameAs` .**Keep dates in ISO 8601.****Validate.** Schema.org evolves; what is valid one year may be deprecated the next. ## Common mistakes - Fabricating `aggregateRating` or`Review` to win stars. Google detects this and removes the rich result, sometimes the whole site’s eligibility. - Marking up navigation, footers, or sidebars as if they were the main content. - Forgetting to update structured data when the page content changes. - Multiple disagreeing `@type` declarations across plugins or templates on the same page. ## Verification - Use the [Schema.org validator](https://validator.schema.org/)for spec conformance. - Use Google’s [Rich Results Test](https://search.google.com/test/rich-results)for eligibility. - Check Search Console’s “Enhancements” reports after deployment. ## Related topics ## Sources & further reading - [Schema.org](https://schema.org/)— schema.org - [FAQPage (FAQ) structured data](https://developers.google.com/search/docs/appearance/structured-data/faqpage)— Google Search Central - [Introduction to structured data markup in Google Search](https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data)— Google Search Central - [JSON-LD 1.1 Specification](https://www.w3.org/TR/json-ld11/)— W3C