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Structured data

Also known as: schema markup · schema.org · JSON-LD

Definition

Structured data is machine-readable markup, usually JSON-LD following schema.org vocabulary, that explicitly describes a page's content — its organisation, products, articles, FAQs or defined terms.

Without it, a search engine or language model has to infer what a page means from prose. With it, the claims are explicit and unambiguous, which is why structured data has become disproportionately important for AI answer engines that need to extract facts reliably.

The highest-value types for most businesses are Organization, Service, Article, FAQPage, BreadcrumbList and DefinedTerm. Markup must reflect what is actually visible on the page — describing content that is not there is a manual action risk, not a shortcut.

More in SEO & AEO

AEO (Answer Engine Optimisation)

AEO is the practice of structuring content and data so AI assistants such as ChatGPT, Perplexity and Google AI Overviews cite a business as a source when answering questions, including when no click follows.

AI visibility

How often a brand is named or cited in answers from AI assistants for the prompts its buyers actually use. The emerging equivalent of rank tracking, measured by prompting at scale and counting mentions.

Backlink

A backlink is a hyperlink from another website to yours, treated by search engines as a signal of credibility. Value depends on the linking site's authority and topical relevance, not on link count.

Canonical tag

A canonical tag tells search engines which URL is the preferred version of a page when duplicate or near-duplicate content exists at multiple addresses, consolidating ranking signals onto one URL.

Content cluster

A content cluster is a comprehensive pillar page on a broad topic surrounded by interlinked supporting pages covering specific subtopics, structured so internal links consolidate relevance signals.

Core Web Vitals

Core Web Vitals are Google's user-experience metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability), measured on real user traffic.

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