What is structured data and schema markup, and why use it?

Structured data is machine-readable markup that explicitly describes what a page's content means, using the vocabulary at schema.org. Rather than leaving Google to infer that "4.5" is a rating and "₹2,499" is a price, you state it.

JSON-LD is the recommended format — a script block in the page rather than attributes woven through the HTML, so it is far easier to maintain and does not break when the design changes.

Why use it:

• Rich results. The main practical benefit. Star ratings, prices and availability, FAQ accordions, recipe cards, event details, and breadcrumbs all occupy more space in results and materially improve click-through rate.
• Clarity of meaning, which helps Google understand entities and relationships — increasingly relevant as search becomes more entity-based.
• Eligibility for specific features such as Google Shopping listings or job postings, which require it.

Common types: Organization, LocalBusiness, Product, Article, FAQPage, HowTo, Event, Recipe, BreadcrumbList, and Review.

Note: Three important caveats. Structured data is not a direct ranking factor — it affects presentation, not position. The markup must match visible page content, and marking up content users cannot see is a guidelines violation that can trigger a manual action. And rich results are never guaranteed; eligibility is not entitlement. Validate with the Rich Results Test and monitor the Enhancements reports in Search Console.