Structured data describes visible page content in a machine-readable vocabulary. It can support eligible search features, but it does not guarantee rankings or AI citations.
It uses the schema.org vocabulary, usually as JSON-LD. It turns plain text into labelled facts: this is a product, this is an FAQ, this is a review.
What it can do
- Explicit labels. Describe the entities and properties actually present on the page.
- Consistent meaning. Keep structured values aligned with the visible text.
- Feature eligibility. Supported types can qualify for search enhancements; display is not guaranteed.
What to add first
- Relevant types only. Choose markup that accurately describes the page, rather than adding every available type.
- Article schema on guides and blog posts.
- Product and Review schema on commercial pages.
Current limitation: Google no longer shows FAQ or HowTo rich results. A visible FAQ can still help readers, but there is no special schema required for Google’s AI features.
Schema types are defined at schema.org.
Frequently asked questions
Does structured data help AI cite me?
It provides machine-readable context. It does not guarantee a citation, and Google does not require special structured data for its AI search features.
What schema should I add first?
Use the type that matches the visible content, such as Article for an article or Product for an actual product page. Follow the eligibility rules of the search feature you want to support.
Is structured data different for AI than for Google?
The vocabulary can be the same, but support varies between services. Validate the markup and avoid assuming a valid type produces a particular search feature or AI citation.
Further reading: Google AI search guidance; Google feature retirement updates.