Definition
Structured data is machine-readable markup that states explicitly what a page's content means — that this string is a company name, that one a phone number, this block a question and answer.
Why it matters
It is the least ambiguous information a model can read from a page, it is cheap to add once, and it keeps working. In practice it is the highest return-per-hour item in GEO work.
How it is used
Only mark up what is actually visible on the page. Markup that does not match the visible content is a clear violation and can get a site penalised.
Related terms
Concepts that only make sense together
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