What is structured data (schema markup)?
How does it work?
You add code to a page that says "this is a product, this is its price, this is its rating". Most Search structured data uses the schema.org vocabulary, a shared list of types and properties, and Google generally recommends the JSON-LD format1. JSON-LD is a format, not a synonym, so the two words do not mean the same thing.
The point is clarity. A search engine can read a page without help. Markup removes the guesswork about what the numbers and names mean.
What can it do for a shop?
Markup can enable rich results: richer listings that may show details such as a price or rating. Google's wording is that it can use the markup to show one1. Whether you get one is Google's call. For product and review markup in practice, see product structured data for ecommerce.
It must also match the page. Google says not to add structured data about information that is not visible to the user, even if it is accurate1. If the markup says one price and the page shows another, you have a problem.
Is structured data needed for AI features?
No. Google's guidance on its AI features says there are no additional requirements to appear in AI Overviews or AI Mode, and no special schema.org structured data you need to add2. It also says you do not need new machine-readable or AI text files2. A pitch that sells "schema for AI" as a requirement is selling something Google does not ask for.
The wider picture, including what is fact and what is marketing, is in AEO vs GEO vs SEO.
For ZFD: We add structured data to help rich results and clarity. We do not promise AI visibility from it.
Easily confused with
Structured data vs SEO
The whole discipline. Structured data is one technique inside it.
Structured data vs SERP features
What appears on the results page. Rich results are one kind, and markup is one way to become eligible.
Structured data vs E-E-A-T
Experience, expertise, authoritativeness and trust. Google says it is not a single ranking factor, and markup does not create it.
FAQ
Is schema markup the same as structured data?
Mostly, yes. Schema markup is the common name, because most Search structured data uses the schema.org vocabulary1.
Does structured data guarantee rich results?
No. Google says it can use the markup to show a rich result, not that it will1.
Do I need structured data to show up in Google's AI features?
No. Google's guidance says there are no additional requirements and no special schema to add2.
Sources
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