Structured data uses controlled vocabularies — most commonly schema.org — to describe entities, relationships, and attributes. The most widely used format is JSON-LD.
Why it matters
Structured data qualifies pages for rich results, feeds knowledge graphs used by AI Overviews, and disambiguates entities for LLM training and retrieval.
Example
A recipe page with Recipe schema (including cook time, ingredients, and ratings) becomes eligible for the recipe rich card, which typically doubles CTR on eligible queries.
How SEM Optimiser reports it
The audit validates every JSON-LD block on every crawled page and pairs invalid or missing markup with recommended fixes.
Related terms
- Schema Markup
Schema markup is structured data written in the schema.org vocabulary that helps search engines understand a page and qualifies it for rich results.
- Entity SEO
Entity SEO is the practice of optimising a brand or website's presence in search engines' entity graphs so it is correctly identified and disambiguated across queries.
- SERP Feature
A SERP feature is any non-standard element on a search results page beyond the classic ten blue links, such as a featured snippet, People Also Ask box, or local pack.
- Knowledge Panel
A knowledge panel is a boxed summary that appears on the right side of a Google SERP with facts about a specific entity such as a person, company, or place.