Glossary · SEO & Marketing

Structured Data (Schema Markup)

Structured data is standardized code, usually JSON-LD using Schema.org vocabulary, that labels page content so search engines can interpret it precisely.

Updated October 6, 2026

Structured data, often called schema markup, is machine-readable markup added to a page to describe its content explicitly, such as a product, recipe, event or FAQ. The most common vocabulary is Schema.org and Google recommends the JSON-LD format.

Why it matters

It removes guesswork about what entities a page contains and can make the page eligible for enhanced search listings. It does not guarantee those features, and the markup must match visible content.

After deploying, validate the markup with Google's Rich Results Test and monitor enhancement reports in Search Console, because template changes can silently break it.

Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "What Is TTL?",
  "datePublished": "2026-10-05",
  "author": {"@type": "Organization", "name": "SiteDownCheck"}
}
</script>

Common mistakes

  • Marking up content that is not visible on the page, which violates guidelines.
  • Leaving required properties empty or inventing ratings.
  • Assuming validity means the rich result will appear.

Get notified when this term updates

Plus occasional practical tips on uptime and monitoring, nothing else. Unsubscribe anytime.

Keep reading

Glossary · SEO & MarketingCanonical URLA canonical URL is the preferred address of a page, declared with rel="canonical", that tells search engines which version to index when duplicates exist.Glossary · SEO & MarketingCTR (Click-Through Rate)CTR is the percentage of impressions that result in a click, calculated as clicks divided by impressions, used for search listings, ads and emails.Glossary · SEO & MarketingDuplicate ContentDuplicate content is substantially similar text that appears at more than one URL, which can split ranking signals and confuse search engines.Guide · Web Basicsrobots.txt and XML Sitemap Guide: Syntax, Limits and MistakesWrite a correct robots.txt, understand Allow and Disallow precedence, noindex versus disallow, and build XML sitemaps within the 50,000 URL and 50 MB limits.8 min readGuide · E-commerceShopify Redirects and URL Structure: Fixes, Limits and Best PracticesHow Shopify URLs are structured and how to create and bulk-import URL redirects, handle changed handles and deleted products, and avoid chains and 404s.7 min read

This page is general information written by our editorial team and updated when documentation changes. Servers and providers differ, so test changes safely first. See our editorial policy and disclaimer.