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How to add and check structured data on your pages

Learn what structured data is, how to add it to a page, and how to test that Google can read it, without expecting it to guarantee a special search result.

By Dean Cruddace · 45 minutes to do · Updated · Last reviewed

What structured data is

Structured data is a standardised format for giving Google information about a page and classifying what is on it. On a recipe page, for example, it can label the ingredients and the cooking time, so Google does not have to work them out from the text alone.

Most structured data used by Google Search uses a shared vocabulary called schema.org. It is usually written as JSON-LD, a block of code placed in the page. Visitors do not see it; Google reads it.

This guide shows you how to choose something Google supports, add it, test it, and check how Google sees the page.

Why structured data matters, and what it does not promise

Google says it uses structured data to understand a page and to gather information about the web, and that it can enable rich results: search results that are more engaging than a plain listing. But Google is clear that markup is not a promise. Using it enables a feature to be present; it does not guarantee that the feature will appear, even when the page passes the Rich Results Test. Google may decide a plain text result, or another feature, is better for a particular search. See Google's general structured data guidelines.

What you need to add and check structured data on your pages

  • Access to Google Search Console with the site added as a property
  • A way to add code to a page, or a CMS (such as WordPress, Wix or Shopify) with a structured data setting or plugin
  • One page you want to start with, such as your home page or about page
  • A web browser

Add and check structured data on your pages, step by step

  1. 1

    Pick a feature Google supports

    Open Google's gallery of supported structured data. It lists each feature (for example Article, Event, Local business, Organization and Product) and can be filtered by the kind of site you have. Choose the one that matches what is really on your page.

    You will know it worked when You have written down one page and one feature that genuinely describes it, and opened that feature's own guide.

  2. 2

    Make sure the facts are visible on the page

    Google's guidelines say not to mark up content that readers cannot see on the page. If the markup describes a performer, the page body must describe that performer. Check that every fact you plan to mark up already appears in the visible text, and is current and true.

    You will know it worked when Each fact you plan to include can be found in the visible text of the page.

  3. 3

    Add the markup, in JSON-LD if you can

    Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD where your set-up allows it. If you use a CMS you may not be able to edit the HTML, so look for a search engine settings page or a plugin that lets you specify structured data. Include every required property for your feature, because items missing them are not eligible; add the recommended ones that apply. For an organisation, Google says no properties are required, and recommends putting the markup on your home page or an about page, not every page. See Google's Organization guide.

    You will know it worked when View the page source (right-click, View page source) and search for application/ld+json. Your block is there.

  4. 4

    Test it with the Rich Results Test

    Paste the page address into Google's Rich Results Test and fix any critical errors it reports. Google says non-critical issues are worth fixing for quality but are not needed for eligibility. The tool cannot check quality rules, such as whether the markup matches the visible content, so read it back yourself.

    You will know it worked when The test finishes with no critical errors, and the items it detects match what you added.

  5. 5

    Release a few pages, then inspect them in Search Console

    Publish the markup on a few pages first. Paste a page address into the inspection bar at the top of Search Console and use the URL Inspection tool to see how Google sees it. Confirm the page is not blocked by robots.txt, a noindex tag or a login. Image addresses inside the markup must be crawlable and indexable.

    You will know it worked when The inspection shows the page is accessible to Google, and any structured data found is listed under Enhancements.

  6. 6

    Allow time, then monitor

    Google says it may take several days after publishing for a page to be found and crawled, so allow time. Afterwards, use the rich result status reports in Search Console to monitor the pages, because markup can break after release because of templating or serving problems. Judge success by valid markup, not by a particular search appearance.

    You will know it worked when Search Console reports your structured data without errors, or you can see exactly which errors to fix.

Common mistakes when you add and check structured data on your pages

  • Marking up content that is not visible on the page, such as hidden text or facts the page never states. Google's guidelines forbid it.
  • Marking up misleading or irrelevant content, such as fake reviews, or labelling content as something it is not.
  • Leaving out required properties, which makes the item ineligible for that feature.
  • Blocking the page with robots.txt or noindex, so Google cannot read the markup.
  • Treating a passing Rich Results Test as a guarantee. Google says it is not one.

Terms used when you add and check structured data on your pages

Structured data
Code that labels the information on a page in a standard format so search engines can understand it.
JSON-LD
The format Google recommends for structured data: a block of code in the page that visitors do not see.
schema.org
A shared vocabulary of types and properties that most Google Search structured data uses.
Rich result
A search result with extra detail beyond the usual title and description, which structured data can make a page eligible for.
Rich Results Test
A Google tool that checks structured data on a page and, in some cases, previews a feature.

Go deeper

Technical SEOStructured data: what Google supports, and what it does not promiseStructured data gives Google explicit clues about a page and can make it eligible for rich results. Google's documentation is equally clear about what it does…Read the in-depth article → Structured data and entitiesHow schema markup, entity clarity and machine-readable site information work in Google Search, and where AI search fits, from Google's documentation.See the service guide → Machine understandingEntity understanding, structured data and machine-readable sites explained from Google's documentation, and what we cover for AI search visibility.See the service guide → Next in the pathHow to check if crawl budget is a problem for your siteLearn what crawl budget means, how to test whether your site is big enough for it to matter, and where to look…Open the guide →
Markup added, but not sure it says the right things?

Tell Dean which page types you have marked up and what the checks show. Structured data and consistent facts are part of the machine understanding work.

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