Structured Data (Schema Markup)

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.

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