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Mature1 live tool · 10 coming soon

Structured data and entities

Describe your content in a way search engines and machines understand.

The short answer

Structured data (schema markup) labels what a page is about in a machine-readable way. It makes pages eligible for rich results such as product and review snippets. A controlled study found that adding it did not by itself raise AI citations, so treat it as good practice, not a shortcut.

Why it matters

An Ahrefs test of 1,885 pages found no meaningful lift in AI citations after adding JSON-LD. Pages that are cited often have schema, but that appears to reflect good all-round SEO rather than schema itself.

One exception reported by analysts: product and review markup with fully filled-in fields, such as price and rating, was cited more often.

Schema still matters for classic search features, shopping surfaces and helping search engines understand which entities, such as organisations and people, a page is about.

Tools in this category

Available now

Coming soon

  • Schema Markup Validator

    Soon

    Fetches a page and lists its structured data with problems flagged.

  • Rich Results Eligibility Checker

    Soon

    Shows which rich result types a page qualifies for.

  • Entity Extractor

    Soon

    Lists the people, places and organisations a page mentions.

  • Organization Schema Generator

    Soon

    Creates organisation markup with logo and sameAs links.

  • Product Schema Generator

    Soon

    Builds product markup with price, stock and ratings.

  • Breadcrumb Schema Generator

    Soon

    Creates breadcrumb markup from a list of pages.

  • Review and Rating Schema Auditor

    Soon

    Checks review markup against what is visible on the page.

  • JSON-LD Diff Tool

    Soon

    Compares two versions of structured data to see what changed.

  • Schema Coverage Scanner

    Soon

    Finds pages on your site that have no structured data.

  • Knowledge Graph Entity Checker

    Soon

    Checks whether your brand is recognised as an entity.

These are planned ideas. Names and order may change.

What to do today

  1. 1

    Add markup only for content visible on the page, using the Schema Markup Generator.

  2. 2

    Fill in every recommended field, especially for products and local businesses.

  3. 3

    Test with Google's Rich Results Test and the Schema Markup Validator.

  4. 4

    Keep it accurate. Out-of-date prices or ratings can cause problems.

  5. 5

    Learn the basics in what is schema markup.

Frequently asked questions

Does schema markup help me rank higher?

Search engines do not list it as a direct ranking factor. It can improve how your result looks and helps them understand the page.

Will schema get me cited by AI?

Not by itself, according to the best controlled test so far. Quality content and normal ranking matter more.

Which format should I use?

JSON-LD, which Google recommends.

Sources and further reading

Some figures in these sources come from vendor and industry studies and may change. Read the originals before relying on them.

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