How Structured Data Helps Machines Understand a Business

Structured data gives machines a consistent summary of visible facts about a page, service or organisation.

Practical principles

• Schema should match visible content.
• Do not mark up fake reviews, ratings or hidden information.
• Organization, WebSite, WebPage, Service, Article, FAQPage and BreadcrumbList can be appropriate in different contexts.

Next step

Use a structured audit to separate visible evidence from assumptions.