Structured Data and Rich Results
Structured data is a standardised vocabulary you add to your HTML to describe what a page is about — a recipe, a product, an event, a review. Search engines read it to understand your content far more precisely than text alone allows.
The reward is rich results: star ratings, prices, FAQs and other eye-catching extras that make your listing stand out in a crowded page of links and lift your click-through rate.
Common Schema Types
You only add the types relevant to your content; using the wrong type does more harm than good.
- Product: price, availability and reviews.
- FAQ: questions and answers shown inline.
- LocalBusiness: address, opening hours and phone number.
- Article: author, date and headline.
Getting It Right
Structured data must describe what is genuinely on the page — marking up content that visitors cannot see breaches Google's guidelines and risks a manual action.
- Choose the schema type that matches the page.
- Add it using the recommended JSON-LD format.
- Validate it with the Rich Results Test before launch.
Eligibility, Not a Guarantee
Adding valid schema makes you eligible for rich results, but Google decides when and whether to display them. Even so, the markup is well worth implementing: it future-proofs your pages and increasingly feeds AI-driven features that rely on clearly described content.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.