Plain Intelligence

Structured Data Guide

1 min read

Structured data should be implemented as JSON-LD in the page head — the format search engines and validators expect, and the easiest to maintain separately from visible content.

Structured Data infographic — Structured Data Guide
Structured Data Guide — visual overview by Plain Intelligence.

Implementation basics

  • Use JSON-LD rather than older microdata or RDFa formats
  • Match the schema type to the actual content — don’t mark up a blog post as a Product
  • Validate with a structured data testing tool before publishing at scale

Common errors

Marking up content that isn’t actually visible on the page, or leaving required fields empty, are the most common reasons structured data gets ignored or flagged. See Schema Markup Complete Guide for the strategic overview. More in Technical SEO.

Related Reading

Related in Technical SEO:

Supporting reading from related clusters:

Cornerstone guide: Technical SEO