Structured data is how you hand a search engine a labelled map instead of a blank page and a shrug. It is the difference between an engine guessing what your content means and knowing it.
The short version
Structured data is a standardised way of labelling information on a page so search engines and other machines can understand what each piece of content actually represents, such as a product, a review, an event, or an FAQ.
Structured data versus schema markup
People use the terms interchangeably, but there is a nuance. Structured data is the concept of labelled, organised information. Schema markup is the most common vocabulary used to implement it. In practice, schema is how you add structured data to a site.
Why it matters
Clear structured data helps you earn rich results and helps AI engines parse and trust your content, which is why it sits inside our generative engine optimization work, not just classic SEO.
FAQ
Is structured data a ranking factor?
Not directly. It helps engines understand your content and can unlock rich results and citations, which lift visibility and clicks.