Christine Darby // Published: June 2024 // Updated: August 2026

Structured data, sometimes referred to as schema markup, is code that describes website content in a standardized, machine-readable format. Search engines and other systems can understand your content without structured data, but website schema can provide more explicit information about certain content and entities.

Here we look at the basics of structured data in the context of web development, search features, SEO, and AI-search claims. We also walk through implementation best practices.

See our in-depth guide on Squarespace’s schema markup implementation.

What is structured data and schema markup?

Structured data is data organized in a standardized, machine-readable format. In web development and SEO, this usually means schema markup defined by Schema.org.

Schema markup provides explicit labels for certain content, entities, and relationships, which can help supported systems categorize information and determine whether a page qualifies for particular search features.

JSON-LD (JavaScript Object Notation for Linked Data) is a commonly used format for structured data and Google’s recommended format. Some popular website platforms, including Squarespace, already generate schema for certain types of content, so additional markup may not be necessary.

You can use Schema.org’s Markup Validator to see if a page has structured data markup.

Does Schema Markup Help With AI Visibility?

Many website owners have become interested in adding schema because they have been told it will improve visibility in AI search or help systems such as ChatGPT and Claude understand their content. AI tools often repeat this advice because recommendations to “add schema” appear frequently in SEO and GEO content.

Structured data can help systems that are designed to use it, but current evidence does not show that adding schema markup reliably improves visibility in AI-generated answers.

Don’t assume there is a markup shortcut to better visibility—there usually isn’t. If the only rationale someone gives you is that schema “may help search engines or AI understand the site,” additional markup is unlikely to be worthwhile.

Does Schema Markup Help SEO?

Google has stated that structured data is not a direct ranking factor—this is a common SEO misconception. Its clearest SEO role is making eligible content available for certain rich results and specialized search experiences.

These enhancements can make a search result more informative or noticeable, but they aren’t guaranteed and don’t necessarily produce higher click-through rates. Their value depends on the search feature, query, competition, and usefulness of the information displayed.

Schema is useful when it supports a specific search feature that matters to your site, such as product information, events, job listings, or recipes. Its value should be judged against that intended outcome rather than treated as a general SEO boost.

Do you need structured data?

The necessity of implementing structured data on your website depends on your specific goals and resources. If you’re not targeting a supported search feature or another clearly identified use for the data, the practical value of adding custom schema may be limited for your small business.

If you’re uncertain, first check what your website platform already generates and identify what the additional markup is intended to support. Schema should not be a priority if more fundamental aspects of your web presence still need attention.

For the average small business, use the structured data your website platform already provides and add more only when it supports a specific feature or clearly defined use. Claims that schema markup will improve inclusion or citation in AI-generated answers remain unproven.

Focus instead on SEO best practices, such as creating high-quality, relevant content, ensuring good user experience, and when applicable implementing local SEO strategies, such as maintaining a robust Google business listing. These efforts will provide more immediate and tangible benefits for small businesses with limited resources.

How to Add Schema Markup to a Website

Determine whether additional schema is needed: Check what structured data your website platform already generates. You can enter a page URL into Schema.org’s Markup Validator to see what markup is present. Then identify what the additional schema is intended to accomplish, such as supporting a specific search feature or accurately communicating information not already covered. Don’t add schema solely because an AI tool, audit, plugin, or SEO checklist recommends it.
Generate your schema: One useful option is Dentsu’s free schema generator. Select the appropriate markup type, complete the relevant fields, and copy the generated code. AI tools can also help explore possible markup types and format verified information as JSON-LD. Review their recommendations carefully—they should not be treated as evidence that additional schema will improve visibility.
Embed the markup: Most schema markup is specific to details on an individual page, so you’ll add it to a specific page’s code.
Test your code: Use Schema.org’s Markup Validator to check structure and syntax. If you’re targeting a Google search feature, also use Google’s Rich Results Test to determine whether the page is eligible for that supported result type. Passing either test does not confirm that the information is accurate or appropriate for the page.

Structured Data Benefits

The practical benefits of optional structured data depend on the content type and whether a search engine or other system supports the markup.

Rich results: Certain structured data types enable “rich results,” such as displaying star ratings or product prices in search results.
Specialized search experiences: Structured data for content such as Jobs, Events, and Recipes can allow pages to appear in specialized search interfaces.
Machine-readable reuse: Some systems may use it outside traditional search results, but adding markup does not guarantee greater visibility or citation in AI-generated answers.

Google points out that “using structured data enables a feature to be present, it does not guarantee that it will be present,” meaning your efforts may not yield rich results—pun intended.

Common Schema Markup Types

Schema.org defines a comprehensive list of web schemas, but search engines support only some types for specific features. A schema type can be valid according to Schema.org without producing a special Google search result.

Examples commonly encountered on small business websites include:

These are examples, not a checklist. Your platform may already generate some of them.

Schema that Google considers for enriched results:

JobPosting: Eligible job listings can appear in Google’s job search experience, which can help a small employer gain visibility alongside larger recruitment platforms. For example, a small trucking client’s job posting was shown at the top of Google’s job board, while their organic search result was below larger sites like Indeed, Monster, ZipRecruiter, etc.
Event: Similar to job postings above, events can be featured more prominently.
Recipe: Recipe pages without schema can still rank highly and receive organic traffic. But without schema they won’t appear in Google’s recipe grid that often shows at the top of search. If you don’t care about this grid placement or other rich results, you do not have to add recipe markup.

Tips for Using Structured Data

First, consider whether you have the resources (time, technical skills) to implement and maintain schema markup correctly. The effort may not justify the potential benefits if rich results aren’t a priority.

Keep it purposeful: Add only markup that accurately describes the page and has a defined use. Many small sites don’t need anything beyond what their website platform already generates.
Avoid repetition: Check with your developer or your website platform’s documentation to know what has already been provided. You can also enter a URL into a validation tool to find any existing markup.
Follow the applicable rules: Schema.org defines the vocabulary, while individual search engines and platforms determine which markup they support and how they may use it. Follow Google’s guidelines and updates when targeting Google search features, and check documentation because eligibility requirements can change.
Monitor supported features: When Google provides a rich result report in Search Console, use it to identify invalid items and changes in eligibility. Don’t assume every valid schema type will appear in Search Console.
Keep it accurate: Update the markup when the corresponding page content, business details, availability, dates, prices, or other marked-up information changes.

Structured data is useful when it serves a specific, supported purpose and accurately reflects the page. For most small businesses, the right approach is to keep the platform-generated markup, add custom schema selectively, and prioritize stronger content, usability, and local visibility before investing in elaborate implementations.