Structured Data (Schema.org)

Machine-readable metadata embedded in web pages so that search engines and AI agents can parse what a page is actually about.

Structured data is the JSON-LD or microdata you embed in a page using the Schema.org vocabulary — Product, Organization, FAQPage, DefinedTerm, BreadcrumbList. It's how you tell Google, Bing, ChatGPT and every other crawler what your page is, not just what it says.

For connected-product sites this is non-optional. Your Product Records, your DPP pages, your support hubs and your glossary should all carry the appropriate structured-data types, or you're invisible to the systems that increasingly mediate buyer decisions.