Structured data
Structured data describes page information in a machine-readable format. Applicable markup can support eligibility for supported search features, but does not guarantee display.
JSON-LD is a common format. Select types that accurately describe the page, such as Product or LocalBusiness where appropriate, and check current platform support.
Only mark up content that is actually visible on the page, and validate it. Schema that describes things a user cannot see is a policy risk, not a shortcut.
A practical example
A product page describes its visible price and availability with matching Product markup.
A common mistake
Adding schema for offers or reviews that visitors cannot verify on the page.
How to check it
Parse the JSON-LD and validate applicable features in the Rich Results Test. Compare each value with visible content.
Related terms
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