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Structured data, often called schema markup, is a standardized format for giving search engines information about a page, such as its type, author or business details. It is added to the page's code, usually as JSON-LD, and must describe what visitors can see. It can make a page eligible for some enhanced results.
In short
It is a description, not a ranking button. Google says it makes no promise that markup will produce a rich result, and that a few complete, accurate properties are better than many incomplete ones. Google's FAQ rich result stopped showing in Search on 7 May 2026, so markup added only for that reason no longer earns anything. A Toronto dental clinic, for example, can describe its address, hours and phone number in markup that matches the page.
Use the types that match the page, test them in Google's Rich Results Test, and keep them in step with the visible text. Google recommends JSON-LD, though microdata and RDFa are also supported. Source: Google Search Central, intro to structured data, read 9 November 2026.
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