SEO & GEO · 5 min
Structured data (schema.org): an SEO guide
Structured data is a standard code (schema.org) that describes a page's content in a machine-readable format: what it is about, who published it, which questions it answers. It helps search engines display enriched results and AI assistants understand and cite content correctly.
Key points
- Structured data describes the page in a machine-readable way.
- It helps enriched results on Google and the AI's understanding.
- A few types (Organization, Article, FAQPage, Service) cover almost everything.
- They should be used to faithfully describe what is on the page.
What it is for
Without structured data, a search engine has to «guess» the nature of a page from its text. With structured data, you declare it explicitly: this is a news article, this is a service, these are frequently asked questions. The result is richer results (stars, FAQs, company information) and a more precise understanding by the AI.
The most useful types for companies
You don't need to use all the available types: a few well-done ones cover most cases.
- Organization: the company's identity, logo and contact details.
- Article: articles and editorial content.
- FAQPage: frequently asked questions and answers.
- Service / Product: services and products offered.
- BreadcrumbList: the navigation structure.
Using them well (without overdoing it)
Structured data must faithfully describe what is visible on the page: declaring non-existent or misleading content is counterproductive and can be penalised. The rule is simple: mark up what is actually there, accurately and consistently with the page.
FAQ
Does structured data improve ranking? +
Not ranking directly, but it improves understanding of the page and enables enriched results, which increase visibility and clicks. It also helps AI to cite correctly.
Do you need technical skills to implement it? +
A minimum: it is code to insert into the pages. Many platforms generate it automatically, or it is configured during site development.
Which types are worth implementing first? +
Organization for the company identity, then Article and FAQPage for content and Service for services. They are the most useful in most cases.
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