What is structured data (schema)?

Structured data labels the content of a page so search engines don't have to guess. Facts like "this is a product and it costs this much" or "this is an article written by this person" are marked up with types from the schema.org vocabulary (Organization, Product, Article, FAQPage, LocalBusiness and so on). The format Google recommends is JSON-LD.

#Why it matters

• Google uses structured data for rich results such as review stars, prices and breadcrumbs. Markup doesn't guarantee them, but without it you aren't eligible.
• Search engines and AI assistants can identify your brand, address and page type with less guesswork. That supports E-E-A-T trust signals and helps assistants describe you correctly.

#Where you see it in SEOAsist

• In Technical Audit, pages without any JSON-LD are listed under No structured data (JSON-LD) (Info severity).
• The site trust signals on Content & AI → E-E-A-T include the Organization schema and Article schema checks.
• Structured data is one of the 10 checks on the GEO · AI Visibility → Content score (GEO) tab.
• To add markup without touching code, create a JSON-LD rule on the site's Pixel tab.

More: Technical audit.

#Example

A simple Organization block for the home page:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Furniture",
  "url": "https://examplefurniture.com",
  "logo": "https://examplefurniture.com/logo.png",
  "sameAs": ["https://www.instagram.com/examplefurniture"]
}
</script>

#Common mistakes

• Marking up information that isn't visible on the page, such as a review rating nobody can see. Google can treat that as misleading.
• Copying the same Product or FAQ block onto every page.
• Picking the wrong type, e.g. Product on a blog post or Article on a service page.
• Never validating the markup with Google's Rich Results Test after adding it.