PIPELINEGlossary · Search and visibility
What is structured data?
Structured data is machine-readable additional information in a page's source code that explains to search engines what it is about — a business, a service, an article, a Q&A collection. It follows the Schema.org standard.
01 — Context
Structured data in detail
It becomes visible through enhanced search results: expandable questions, star ratings, opening hours, event dates. It's not a direct ranking factor, but it increases visibility in results and thus click-through rate.
Additionally, it helps generative search systems correctly classify content — which is becoming more important as more answers are generated directly in search.
02 — Practice
What this means for small businesses
For local businesses, three types are relevant: information about the business including address and opening hours, information about services, and marked-up frequently asked questions. The effort is one-time and manageable.
03 — Questions
Frequently asked questions
Do you have to write it yourself?
No, good systems generate it automatically. The only important thing is that the information matches the visible content — discrepancies can lead to penalties.
How do you check if it works?
Using Google's Rich Results Test and Search Console, which show errors and valid markup.
04 — Continue
Related terms and services
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- Data processing agreement
- EU AI Act
- Knowledge base
- Prompt
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Next step
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