What it looks like
Structured data is usually written in a format called JSON-LD, using a shared list of names from schema.org. It sits in the code of the page, and visitors do not see it. A small block for an article looks like this:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "How to repot a houseplant",
"author": {
"@type": "Person",
"name": "Dana Reyes"
},
"datePublished": "2026-09-14"
}
</script>
It states plain facts: this page is an article, this is its headline, this person wrote it, this is the date. Many site builders and plugins add a block like this for you.
Why it matters
- It removes guesswork. A search engine can read your text, but a label is clearer. Structured data says which number is a price and which date is the publishing date.
- It can make a page eligible for rich results. These are results with extras, such as star ratings or prices, on the SERP. Eligible does not mean guaranteed. The search engine decides.
- It does not replace the basics. A clear title tag and a clear H1 heading still do the main work of saying what a page is about.
COMMON MISTAKEDescribing things that are not on the visible page, such as review stars nobody can see. Structured data must match what a visitor can read. If it does not, a search engine can ignore it.
How to check yours
- Open the page, right-click and choose "View page source".
- Search the source for
application/ld+json. If nothing is found, the page probably has no structured data. - Read the
@typeline. Does it fit the page, such as Article, Product or LocalBusiness? - Compare the values with the visible page. The headline, name and date should be the same in both places.
Google also offers a free Rich Results Test that reads a page and lists what it found. For a wider look at the same page, run the free audit.