What is structured data?
Google's definition: "Structured data is a standardized format for providing information about a page and classifying the page content" (Google Search Central, read 1 November 2026). A person reads a page as text. Structured data states the same facts as labeled fields, such as "name", "price" or "author", so a machine does not have to guess.
Google supports three formats: JSON-LD, Microdata and RDFa. It says "Google recommends using JSON-LD for structured data if your site's setup allows it", and also that "all 3 formats are equally fine for Google". The vocabulary is usually schema.org: "Most Search structured data uses schema.org vocabulary."
Why does structured data matter for B2B SaaS?
It makes pages eligible for rich results in Google. Google's gallery lists 25 features, including Organization, Article, Breadcrumb, Product, Review snippet and Software app (Google Search Central).
Eligible is not the same as shown. Google says: "Google does not guarantee that your structured data will show up in search results" (Google Search Central).
Does structured data help with AI search?
Google answers this directly: "Structured data isn't required for generative AI search, and there's no special schema.org markup you need to add." It still advises "it's a good idea to continue using it as part of your overall SEO strategy" (Google Search Central).
Sources disagree here. Many SEO tools and agencies say schema helps AI assistants pick sources. In the official docs we read, we found no page from OpenAI, Anthropic, Perplexity or Microsoft that says so. Treat "add schema to get cited" as a claim, not a rule. Clear text on the page, and being named on the third-party lists that AI answers quote, have better support.
How do you add structured data?
- Pick the type that matches what the page really is: an Organization, an Article, a SoftwareApplication.
- Write it in JSON-LD in a script tag on the page.
- Describe only what readers can see. Google: "Don't mark up content that is not visible to readers of the page."
- Test it with Google's Rich Results Test.
- Watch the rich result status reports in Search Console and fix errors.
- Update the data when the page changes.
Breaking the rules has a cost: "If your page contains a structured data issue, it can result in a manual action". Google adds that such an action means the page loses eligibility for rich results; it does not affect how the page ranks in web search (Google Search Central).
What does structured data look like? (hypothetical example)
A hypothetical example: an invoicing app called Example Invoices has a product page. Its JSON-LD names the app, its category ("BusinessApplication"), its operating system ("Web") and the company behind it, with a link to its logo. None of it is visible as code, but every fact also appears in the page text.
Structured data vs schema markup vs JSON-LD
- Structured data is the general idea: page facts in a standard, machine-readable form.
- Schema markup is structured data that uses the schema.org vocabulary. Most people use the two terms as one.
- JSON-LD is a format, the syntax the data is written in.
- Organization schema and FAQ schema are specific types.
- The knowledge graph is a store of facts about entities. Structured data is one way a site states facts about itself.
For where structured data fits next to content and third-party mentions, see our guide to LLM SEO.