Structured Data


The term "structured data" typically refers to data that is organized in some way. This can range from text which follows a recognizable pattern, to holding data in a table, to storing data using schema markup. By storing data in a structured way, it becomes machine readable, meaning that it can be understood by a computer.

It is common for search engines to look for structured data in a webpage to better understand the context of the content so that they can better classify it in their index. There are three standard syntaxes that it looks for Microdata, microformats, and JSON-LD. More information on this can be found at Schema.orgMicroformats.org and Google.

Examples of how search engines use this data are seen in the SERPs including rich search results, rich cards, knowledge boxes, breadcrumbs, carousels, etc.

Examples of platform specific structured data formats include OpenGraph markup used by Facebook, Twitter Cards used by Twitter and Pinterest Rich Pins by Pinterest.  

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