Any standardized format (JSON-LD, microdata, RDFa) that adds machine-readable meaning to web content. Schema.org is the most widely adopted vocabulary.
Structured data is the umbrella; Schema.org markup is the specific implementation. Google and most AI engines prefer JSON-LD because it lives in a single <script> block in <head> and does not interfere with rendering.
Without structured data, AI engines have to infer meaning from raw HTML — an unreliable process. With it, you tell them exactly what an entity is. Audit yours with Google's Rich Results Test, Schema.org Validator, or VibecodeAEO's built-in schema audit.
Real-world example
Without structured data, Google sees a wall of text and must guess that your product page is about software. With an Organization + SoftwareApplication schema block, it knows your entity type, your category, your pricing model, and your aggregate rating — all without reading a single word of prose.
Frequently asked questions
What is the difference between structured data and schema markup?+
Structured data is the concept — adding machine-readable meaning to web pages. Schema markup (specifically Schema.org vocabulary) is the most widely used implementation. JSON-LD is the preferred format for structured data, supported natively by Google, Bing, and major AI engines.
Do I need structured data on every page?+
At minimum: your homepage (Organization schema), every product page (Product or SoftwareApplication schema), every article (Article schema), and any page with Q&A content (FAQPage schema). Structured data on high-traffic pages gives AI engines entity context they use across your entire domain.
Related terms
Schema Markup — Standardized JSON-LD or microdata embedded in HTML that tells search engines and AI systems the meaning of page content (e.g., this is a product, this is a FAQ, this is a person).
FAQ Schema — A specific type of Schema.org markup that labels question-and-answer content so search engines and AI systems can extract Q&A pairs verbatim into their results.
Rich Results — Enhanced Google search listings (FAQ accordions, recipe cards, review stars) generated when valid schema markup is present on a page.