Content and entities
JSON-LD
JSON-LD is the recommended format for structured data: a block of JSON in the page head describing the page using schema.org types. It is preferred because it sits apart from the visible markup and is easy to maintain.
In more detail
Grouping related nodes into one graph with stable identifiers lets a page describe itself, its publisher and its breadcrumb trail as connected pieces rather than as separate fragments.
Guides that cover this
Related terms
Schema markup
Schema markup is structured data written with the schema.org vocabulary, describing a page as an article, a product, an FAQ, an organisation or another recognised type. It makes a page's purpose explicit rather than inferred.
Structured data
Structured data is machine-readable markup that states what a page is and what it contains. It helps search engines show rich results and helps AI systems understand a page before deciding whether to use it.
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