Structured data

Code on a page that describes what the page is about in a standard format, such as a recipe's ingredients and cooking time, so search engines can understand it.

Also called structured data markup.

Google calls structured data “a standardized format for providing information about a page and classifying the page content” (Google Search Central). On a recipe page, it might label the ingredients, the cooking time and the calories. Google uses it to understand the page, and it can make the page eligible for rich results.

Adding it without writing code

If your site runs on a platform such as Wix, WordPress or Shopify, you might not be able to edit the page code directly. Google suggests looking for the platform’s search engine settings, or a plugin or app that adds structured data.

Google’s ground rules

• Structured data describes the page it’s on.
• Don’t add structured data about information visitors can’t see on the page, even if it’s accurate.
• Don’t create empty pages just to hold structured data.

Google suggests checking your markup with its Rich Results Test while you build, and with the rich result reports in Search Console after it goes live, since templates can break it.

Related terms

• Rich results

Tools for it

• Structured data

Sources

• https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data (Oct 7, 2026)

Updated Oct 7, 2026.