What is structured data?

Structured data example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "DefinedTerm",
  "name": "Bounce rate",
  "description": "Bounce rate is the percentage of sessions …",
  "inDefinedTermSet": "https://visitrack.app/glossary"
}
</script>

This glossary uses exactly that: each term page carries DefinedTerm markup linked to a DefinedTermSet on the glossary hub, plus BreadcrumbList and FAQPage markup.

Common Schema.org types

Why structured data matters

It can make pages eligible for rich results, which improve CTR, and it removes ambiguity about entities — which company, which product, which price. For AI answer engines, explicit, consistent facts are easier to reuse correctly. It doesn't directly raise rankings, and markup must match visible content.

Common structured data mistakes

• Markup describing content that isn't visible on the page (against Google's guidelines).
• Fake or self-serving review markup.
• Invalid JSON or missing required properties — validate with Google's Rich Results Test and the Schema.org validator.
• Expecting rich results Google has retired, such as HowTo, or restricted, such as FAQ.

Structured data tools

Generate valid JSON-LD for common types with the free schema markup generator, and preview how titles and descriptions appear with the SERP snippet preview. After deploying, watch the affected pages' CTR in Search Console — in VisitTrack, the Search Console tab shows that per query and page, next to the visitors and conversions those pages bring.