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Structured data: what are schema.org and JSON-LD?
Page text speaks to people; structured data speaks to search engines, using a shared vocabulary.
Structured data is a standardized format that describes a page's content to search engines: business type, address, hours, questions and answers. Sites usually use the schema.org vocabulary, most often written in JSON-LD, the format Google recommends when a site's setup allows it. Valid markup never guarantees a rich result.
In short
- Three possible formats: JSON-LD, Microdata and RDFa. Google recommends JSON-LD.
- schema.org supplies the vocabulary (types and properties), such as LocalBusiness.
- Markup must describe what is visible on the page, nothing more.
- Valid markup makes a page eligible for some displays without guaranteeing them.
What is structured data, in plain terms?
Google defines structured data as a standardized format for providing information about a page and classifying its content [1]. “Open Monday to Friday, 7 a.m. to 5 p.m.” is clear to you; marked up, it becomes an opening-hours property a search engine can read without guessing.
The most widely used vocabulary is schema.org, which defines types (Organization, LocalBusiness, Service, FAQPage and so on) and their properties. That vocabulary can be written in one of three formats: Microdata, RDFa or JSON-LD [2]. The LocalBusiness type, for instance, is documented on schema.org [4].
Why does everyone talk about JSON-LD?
JSON-LD is a W3C Recommendation; version 1.1 is dated July 16, 2020 [3]. Its practical upside is that the markup sits in a separate script block and doesn't touch the visible text. Google says that, in general, it recommends JSON-LD if your site's setup allows it [1].
| Format | Where it goes | Comment |
|---|---|---|
| JSON-LD | A separate script block in the page | Google's recommended format when possible |
| Microdata | Attributes added to the HTML tags around the text | Mixes markup with content |
| RDFa | HTML attributes rooted in the semantic web | Less common on small-business sites |
All three formats accept the schema.org vocabulary.
What should a service business mark up?
Does structured data guarantee a rich result?
No. Google explains that markup can make a page eligible for richer results, and that markup breaking its guidelines can make it ineligible [1]. Google suggests validating with the Rich Results Test and then watching the status reports in Search Console.
The same logic applies to AI features. Google asks that everything in your markup also be visible on the page and that you validate it [5]. There is no special markup that gets you quoted in an answer, which fits the thinking behind AEO.
What mistakes come up most?
- Marking up reviews or star ratings that aren't on the page; Google says not to describe invisible information, even if accurate [1].
- Listing an address or phone that differs from the website and Google profile, which breaks NAP consistency.
- Copying another site's JSON-LD block without changing the name or address.
- Marking up an FAQ that exists only in the code, not on screen.
- Never retesting after the site changes.
What does Pilotiko do with structured data?
Structured data is part of what Pilotiko generates for the website it builds and hosts, alongside the sitemap, robots.txt and llms.txt. The markup is produced from the site's content rather than typed by hand. An audit of an existing site can also flag missing markup.
To see where markup fits in the bigger picture, read our pages on SEO and on the featured snippet.
Frequently asked questions
Does structured data improve rankings?
Google presents it as a way to understand a page better and to make it eligible for some displays. It doesn't describe it as a ranking shortcut; the content still decides.
Do I need to code to add JSON-LD?
Not necessarily. The block is structured text you can paste into a page, and several tools generate it. You do need to validate it after each change.
Which schema.org type suits a service business?
LocalBusiness, or one of its more specific subtypes, fits most businesses serving local customers. You can add Service for each offering and FAQPage for a genuine questions page.
Can I mark up customer reviews?
Only if they are actually displayed on the page and follow Google's guidelines. Marking up hidden or invented ratings goes against those guidelines.
How do I check my markup?
Google recommends the Rich Results Test to validate the code, then Search Console's status reports to monitor published pages. Run the test again after every content change.
Sources
- Google Search Central, Introduction to structured data markup in Google Search (accessed on October 15, 2026).
- schema.org, Getting started with schema.org (accessed on October 15, 2026).
- W3C, JSON-LD 1.1 (W3C Recommendation, 16 July 2020) (accessed on October 15, 2026).
- schema.org, LocalBusiness (type) (accessed on October 15, 2026).
- Google Search Central Blog, Top ways to ensure your content performs well in Google's AI experiences on Search (accessed on October 15, 2026).
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