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AI crawlers and files

What is structured data (JSON-LD) and which types matter?

Reviewed 2 November 2026 by the SageRank team

Short answer

Structured data is machine-readable markup, usually schema.org written as JSON-LD, that tells search engines and AI tools exactly what a page is: your organisation, an article, a product, a breadcrumb trail. It must match the visible page. It helps machines understand you but does not guarantee any rich result.

A small example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Co",
  "url": "https://www.example.com",
  "logo": "https://www.example.com/logo.png",
  "sameAs": ["https://www.linkedin.com/company/example-co"]
}
</script>

Types worth adding first

  • Organization and WebSite on the home page: who you are, your logo and your official profiles.
  • Article or TechArticle on guides and posts: headline, dates and author.
  • BreadcrumbList on inner pages: where the page sits in your site.
  • Product, SoftwareApplication or Service where you describe what you sell.
  • FAQPage where a page really is a list of questions and answers that are also visible.

Rules that keep you safe

  • Mark up only what is visible on the page, and keep it accurate.
  • Never invent ratings, reviews or counts. Search engines can penalise markup that is not real.
  • Since 2023, Google shows FAQ rich results only for well-known government and health sites, and has reduced HowTo rich results. The markup can still help machines read the page.
  • Validate with Google’s Rich Results Test and the Schema Markup Validator.

How SageRank helps

The structured data check in the free SageRank report looks for schema.org markup on your home page and tells you which organisation and content types it found. Run it with sagerank.io/yourdomain.

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