Structured data is a standardized format for providing information about a page and classifying its content. By implementing structured data, you help search engines understand your content better, which can lead to enhanced search results known as “rich snippets.”

What is Structured Data?

Structured data is code that you add to your website’s HTML to describe your content to search engines. It uses a specific vocabulary (Schema.org) that major search engines like Google, Bing, and Yahoo all understand.

Benefits of Structured Data

• Rich Snippets: Enhanced search results with ratings, prices, images, etc.
• Knowledge Graph: Appear in Google’s Knowledge Panel
• Voice Search: Better compatibility with voice assistants
• Better Understanding: Help search engines accurately categorize content

Introduction to JSON-LD

JSON-LD (JavaScript Object Notation for Linked Data) is Google’s recommended format for structured data. It’s easy to implement because it can be added as a script tag in your HTML without modifying existing markup.

JSON-LD vs Other Formats

Format	Pros	Cons
JSON-LD	Easy to add, maintainable, Google-recommended	Requires JavaScript
Microdata	Part of HTML	Clutters markup
RDFa	Standards-compliant	Complex syntax

Common Schema Types

1. Article/BlogPosting

Perfect for blog posts and news articles:

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "Your Article Title",
  "description": "Article description",
  "image": "https://example.com/image.jpg",
  "datePublished": "2024-01-15",
  "dateModified": "2024-01-20",
  "author": {
    "@type": "Person",
    "name": "Author Name"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Site Name"
  }
}

2. WebSite

Add to your homepage to describe your site:

{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Your Site Name",
  "url": "https://example.com",
  "description": "Your site description",
  "potentialAction": {
    "@type": "SearchAction",
    "target": "https://example.com/search?q={search_term_string}",
    "query-input": "required name=search_term_string"
  }
}

3. BreadcrumbList

Helps users and search engines understand your site structure:

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Blog",
      "item": "https://example.com/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Current Article"
    }
  ]
}

4. Product

Essential for e-commerce sites:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "description": "Product description",
  "image": "https://example.com/product.jpg",
  "brand": {
    "@type": "Brand",
    "name": "Brand Name"
  },
  "offers": {
    "@type": "Offer",
    "price": "29.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "89"
  }
}

5. FAQ

Great for FAQ pages:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is structured data?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Structured data is code that helps search engines understand your content."
      }
    }
  ]
}

Implementing JSON-LD in Astro

Here’s how to add JSON-LD to an Astro component:

---
const schema = {
  '@context': 'https://schema.org',
  '@type': 'BlogPosting',
  headline: title,
  datePublished: pubDate.toISOString(),
  // ... more properties
};
---

<script type="application/ld+json" set:html={JSON.stringify(schema)} />

Testing Your Structured Data

Always validate your implementation using these tools:

1. Google Rich Results Test: Tests if your page is eligible for rich results
2. Schema.org Validator: Validates general Schema.org markup
3. Google Search Console: Monitor structured data errors site-wide

Common Mistakes to Avoid

1. Missing required properties: Each schema type has required fields
2. Incorrect data types: Use proper formats for dates, numbers, etc.
3. Duplicate markup: Don’t add the same schema multiple times
4. Spammy content: Don’t mark up content that isn’t visible to users

Best Practices

• Start with the most important pages
• Keep data accurate and up-to-date
• Test after every change
• Monitor performance in Search Console
• Use specific schema types when available

Conclusion

Structured data is a powerful SEO tool that helps search engines better understand your content. By implementing JSON-LD correctly, you can improve your chances of appearing in rich search results and provide a better experience for users.

Ready to learn more? Check out our guide on Content Optimization for additional SEO strategies.