Structured Data

Structured data helps search engines understand your content and display rich results in search. JSON-LD is the recommended format by Google.

Why Use Structured Data?

Rich Search Results: Stand out in search with stars, prices, images
Knowledge Graph: Appear in Google’s knowledge panel
Voice Search: Better voice assistant integration
Search Visibility: Improved click-through rates

Organization Schema

Defines your organization’s identity and social profiles.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example",
    "https://facebook.com/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-123-4567",
    "contactType": "customer service",
    "email": "[email protected]",
    "areaServed": "US",
    "availableLanguage": ["en"]
  }
}
</script>

Use on: Homepage, About page

Article Schema

For blog posts, news articles, and content pages.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Choose the Right Widget",
  "description": "Complete guide to selecting widgets for your needs.",
  "image": "https://example.com/article-image.jpg",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "url": "https://example.com/authors/jane-smith"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Blog",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2024-01-15",
  "dateModified": "2024-01-20",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/blog/widget-guide"
  }
}
</script>

Rich result: Article snippet with author, date, and image in search Use on: Blog posts, news articles, guides

Product Schema

For e-commerce product pages.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Blue Widget Pro",
  "image": [
    "https://example.com/blue-widget-1.jpg",
    "https://example.com/blue-widget-2.jpg"
  ],
  "description": "Premium blue widget with advanced features and 2-year warranty.",
  "sku": "BWP-001",
  "mpn": "925872",
  "brand": {
    "@type": "Brand",
    "name": "WidgetCo"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/blue-widget",
    "priceCurrency": "USD",
    "price": "49.99",
    "priceValidUntil": "2024-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "Example Store"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "1250",
    "bestRating": "5",
    "worstRating": "1"
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5",
        "bestRating": "5"
      },
      "author": {
        "@type": "Person",
        "name": "John Doe"
      },
      "reviewBody": "Excellent product! Very durable and well-designed."
    }
  ]
}
</script>

Rich result: Product snippet with price, availability, and ratings Use on: Product pages

FAQ Schema

For frequently asked questions pages.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What colors are available?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our widgets come in blue, red, green, and yellow. Custom colors are available for bulk orders of 100+ units."
      }
    },
    {
      "@type": "Question",
      "name": "What is the warranty?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "All widgets include a 2-year manufacturer warranty covering defects in materials and workmanship."
      }
    },
    {
      "@type": "Question",
      "name": "Do you offer international shipping?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we ship to over 50 countries worldwide. Shipping costs and delivery times vary by location."
      }
    }
  ]
}
</script>

Rich result: Expandable FAQ section in search results Use on: FAQ pages, help centers, product pages with FAQs

Breadcrumbs Schema

For navigation breadcrumbs.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Products",
      "item": "https://example.com/products"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Widgets",
      "item": "https://example.com/products/widgets"
    },
    {
      "@type": "ListItem",
      "position": 4,
      "name": "Blue Widgets",
      "item": "https://example.com/products/widgets/blue"
    }
  ]
}
</script>

Rich result: Breadcrumb trail in search results Use on: Any page with breadcrumb navigation

LocalBusiness Schema

For businesses with physical locations.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Widget Store",
  "image": "https://example.com/store-photo.jpg",
  "@id": "https://example.com",
  "url": "https://example.com",
  "telephone": "+1-555-123-4567",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Springfield",
    "addressRegion": "IL",
    "postalCode": "62701",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 39.7817,
    "longitude": -89.6501
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday"
      ],
      "opens": "09:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "10:00",
      "closes": "16:00"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "342"
  }
}
</script>

Rich result: Business info with hours, location, ratings in search and maps Use on: Location pages, contact pages

Event Schema

For events, webinars, and conferences.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Widget Conference 2024",
  "description": "Annual conference for widget enthusiasts and professionals.",
  "image": "https://example.com/event-banner.jpg",
  "startDate": "2024-06-15T09:00:00-05:00",
  "endDate": "2024-06-17T17:00:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Convention Center",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "456 Event Plaza",
      "addressLocality": "Chicago",
      "addressRegion": "IL",
      "postalCode": "60601",
      "addressCountry": "US"
    }
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/events/widget-conference-2024",
    "price": "299.00",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-01-01"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Widget Association",
    "url": "https://example.com"
  }
}
</script>

Rich result: Event card with date, location, and ticket info Use on: Event pages, webinar pages

Recipe Schema

For cooking recipes.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Recipe",
  "name": "Chocolate Chip Cookies",
  "image": "https://example.com/cookies.jpg",
  "description": "Classic chocolate chip cookies that are crispy on the outside and chewy on the inside.",
  "keywords": "cookies, chocolate chip, baking, dessert",
  "author": {
    "@type": "Person",
    "name": "Jane Smith"
  },
  "datePublished": "2024-01-15",
  "prepTime": "PT15M",
  "cookTime": "PT12M",
  "totalTime": "PT27M",
  "recipeYield": "24 cookies",
  "recipeCategory": "Dessert",
  "recipeCuisine": "American",
  "nutrition": {
    "@type": "NutritionInformation",
    "calories": "150 calories"
  },
  "recipeIngredient": [
    "2 1/4 cups all-purpose flour",
    "1 tsp baking soda",
    "1 cup butter, softened",
    "3/4 cup granulated sugar",
    "2 cups chocolate chips"
  ],
  "recipeInstructions": [
    {
      "@type": "HowToStep",
      "text": "Preheat oven to 375°F."
    },
    {
      "@type": "HowToStep",
      "text": "Mix flour and baking soda in a bowl."
    },
    {
      "@type": "HowToStep",
      "text": "Cream butter and sugars until fluffy."
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "523"
  }
}
</script>

Rich result: Recipe card with image, cook time, and ratings Use on: Recipe pages, food blogs

Video Schema

For video content.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "name": "How to Use a Widget",
  "description": "Step-by-step tutorial on using our blue widget.",
  "thumbnailUrl": "https://example.com/video-thumbnail.jpg",
  "uploadDate": "2024-01-15",
  "duration": "PT5M30S",
  "contentUrl": "https://example.com/video.mp4",
  "embedUrl": "https://example.com/embed/video-123",
  "interactionStatistic": {
    "@type": "InteractionCounter",
    "interactionType": "https://schema.org/WatchAction",
    "userInteractionCount": 12450
  }
}
</script>

Rich result: Video thumbnail in search results Use on: Video pages, tutorial pages

Validation Tools

Google Rich Results Test

Test how Google sees your structured data:

URL: https://search.google.com/test/rich-results
Usage: Paste URL or code snippet
Shows: Rich result preview, errors, warnings

Schema.org Validator

Validate against official Schema.org specification:

URL: https://validator.schema.org/
Usage: Paste URL, code, or upload file
Shows: Structured data tree, validation errors

Testing in Code

// Validate JSON-LD before deploying
const jsonld = {
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Blue Widget"
};

try {
  JSON.parse(JSON.stringify(jsonld));
  console.log('Valid JSON-LD');
} catch (error) {
  console.error('Invalid JSON-LD:', error);
}

Best Practices

General Guidelines

Use JSON-LD - Google’s preferred format
Place in <head> or <body> - Both work, <head> preferred
Be truthful - Only include accurate information
Match visible content - Structured data should reflect page content
Test before deploying - Use validation tools
One schema per page - Or multiple if appropriate
Keep updated - Update schema when content changes

Common Mistakes

❌ Incorrect date format:

"datePublished": "01/15/2024"  // Wrong

✅ ISO 8601 format:

"datePublished": "2024-01-15"  // Correct

❌ Missing required properties:

{
  "@type": "Product",
  "name": "Widget"  // Missing offers, image
}

✅ Include all required properties:

{
  "@type": "Product",
  "name": "Widget",
  "image": "https://example.com/widget.jpg",
  "offers": { ... }
}

Multiple Schemas

You can include multiple schemas on one page:

<!-- Organization -->
<script type="application/ld+json">
{ "@type": "Organization", ... }
</script>

<!-- Breadcrumbs -->
<script type="application/ld+json">
{ "@type": "BreadcrumbList", ... }
</script>

<!-- Product -->
<script type="application/ld+json">
{ "@type": "Product", ... }
</script>

Schema Types Reference

Most Common Types

Organization - Company info
Article - Blog posts, news
Product - E-commerce items
FAQ - Question/answer pages
Breadcrumbs - Navigation
LocalBusiness - Physical locations
Event - Events, webinars
Recipe - Cooking recipes
VideoObject - Video content
Review - Product/service reviews
HowTo - Step-by-step guides
JobPosting - Job listings

Full Schema.org Types

Explore all 800+ types at https://schema.org/docs/schemas.html

Metrics

Standards

Resources

Structured Data

Structured Data

Why Use Structured Data?

Organization Schema

Article Schema

Product Schema

FAQ Schema

LocalBusiness Schema

Event Schema

Recipe Schema

Video Schema

Validation Tools

Google Rich Results Test

Schema.org Validator

Testing in Code

Best Practices

General Guidelines

Common Mistakes

Multiple Schemas

Schema Types Reference

Most Common Types

Full Schema.org Types

Additional Resources

Build docs developers (and LLMs) love

Metrics

Standards

Resources

​Structured Data

​Why Use Structured Data?

​Organization Schema

​Article Schema

​Product Schema

​FAQ Schema

​Breadcrumbs Schema

​LocalBusiness Schema

​Event Schema

​Recipe Schema

​Video Schema

​Validation Tools

​Google Rich Results Test

​Schema.org Validator

​Testing in Code

​Best Practices

​General Guidelines

​Common Mistakes

​Multiple Schemas

​Schema Types Reference

​Most Common Types

​Full Schema.org Types

​Additional Resources

Build docs developers (and LLMs) love

Structured Data

Why Use Structured Data?

Organization Schema

Article Schema

Product Schema

FAQ Schema

Breadcrumbs Schema

LocalBusiness Schema

Event Schema

Recipe Schema

Video Schema

Validation Tools

Google Rich Results Test

Schema.org Validator

Testing in Code

Best Practices

General Guidelines

Common Mistakes

Multiple Schemas

Schema Types Reference

Most Common Types

Full Schema.org Types

Additional Resources