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Structured data

Structured data is code in a web page that describes things in a standard format machines can read, like your product's name, what kind of software it is, and its plans and prices. It's often called schema markup, after schema.org, the shared set of terms it uses.

Also called schema markup, schema.org markup or JSON-LD

It tells search engines plainly who you are and what a page is about. But it isn’t a shortcut into AI answers. Google says “there’s also no special schema.org structured data that you need to add” for its AI features, and that structured data should match what the page visibly says (Google Search Central).

The best test we found agrees. Ahrefs compared 1,885 pages that added structured data with 4,000 similar pages that didn’t. It found no clear change in how often ChatGPT or Google’s AI Mode cited them, and a small drop in AI Overviews (Ahrefs). Other studies find that pages with structured data are cited more often, but those compare different pages, and well-built pages tend to have it anyway (Analyzify).

Google also stopped showing FAQ rich results for every site on 7 May 2026 (TechWyse).

Our view: add it, keep it accurate, and don’t pay extra for it as a way to get named.

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Sources

Every number here links to where it came from. We checked each source on 6 Nov 2026.

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