Structured Data

Structured data makes website content machine-readable for search engines and AI systems – a technical prerequisite for rich results, but not a ranking factor and no guarantee that an answer system will cite you. Here we explain the formats, the schema.org types and how to put them into practice.

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AggregateRating (schema.org) The schema.org type AggregateRating represents the average value of several user ratings and therefore describes, …
Article (schema.org) Article, along with its variants NewsArticle and BlogPosting, is a schema.org type that marks up editorial content such …

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BreadcrumbList (schema.org) BreadcrumbList is the schema.org type that marks up a page's navigation path in machine-readable form, say home page, …

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Event (schema.org) The schema.org type Event structures events such as concerts, webinars, workshops, trade fairs or courses and makes it …

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FAQPage (schema.org) The FAQPage schema is a schema.org format for marking up genuine question-and-answer pairs that are visible on the …

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Google Rich Results Test The Rich Results Test is Google's official, free testing tool for structured data. It analyses a URL or a pasted code …

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HowTo (schema.org) The schema.org type HowTo is used to mark up step-by-step instructions in a structured way. It brings practically no …

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Knowledge Graph The Knowledge Graph is Google's internal knowledge base of entities, meaning people, places, organisations and …

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LocalBusiness (schema.org) LocalBusiness is a schema.org type used to mark up the core information about a local business – name, address, opening …

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Organization (schema.org) Organization is a schema.org type for describing a company or organisation in machine-readable form, with details such …

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VideoObject (schema.org) The schema.org type VideoObject marks up video content in structured form, with a title, description, thumbnail, …

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