Guide
Structured data basics
Structured data lets you state explicitly what your content IS — a product, an article, an FAQ — instead of hoping parsers infer it. Used honestly, it unlocks richer results; used decoratively, it risks penalties.
01Start here
- Pick schema types that match visible page content exactly — markup must describe what users can actually see.
- Implement JSON-LD in the page head/body; it's the format engines prefer and the easiest to maintain.
- Validate every template change with a structured-data testing tool before shipping.
02High-value types to consider
- Organization + WebSite on the homepage, including official name and logo.
- Article/BlogPosting for editorial content with author and dates.
- FAQPage only for genuine question/answer content visible on the page.
- Product/Offer for commerce pages; BreadcrumbList for nested navigation.
03Rules that keep you safe
- Never mark up content that isn't rendered to users.
- Don't fabricate reviews, ratings or availability.
- Keep markup synchronized with the DOM — stale JSON-LD is worse than none.
- Fix validation errors promptly; warnings deserve review too.