Two websites with the same content. One has stars, opening hours and expanded questions in the search results - the other just a link and description. The first one gets the click. Structured data is the reason why.
What structured data brings
Without structured data, Google has to interpret and estimate the content of the page itself. With structured data, it gets accurate, machine-readable information - and can display it straight away.
In search results, this manifests itself as so-called rich snippets: star ratings directly in the listing, expanded FAQs under a link, or opening hours without having to click on the site at all. A page with a rich snippet takes up significantly more space and immediately gives the impression of an authoritative source.
But the second dimension is increasingly important - readability for AI tools. ChatGPT, Perplexity or Google AI Overview draw answers from sites that can accurately describe their content. The web with structured data is a more reliable source for these tools to tap into AI-generated answers more easily.
5 types of structured data that are worth knowing
1. LocalBusiness
A type designed for companies with a physical branch or office. Provides search engines with information about where to find the business, when it is open and how to contact it. The result is the Knowledge Panel - that box on the right in Google results with the address, map, opening hours and rating.
Restaurants, shops, salons or offices - any place where customers physically go - benefit the most from this type.
2. FAQPage
Allows Google to display questions and answers directly below the link in search results - before the user even clicks on the site. Paradoxically, this doesn't reduce traffic: a site that answers directly acts as an authority and users are more likely to click on it.
It's useful wherever you have a Q&A section - whether it's a standalone FAQ page, a product page or a landing page.
3. VideoObject
If you're using a video on your site, VideoObject tells Google what the video is about, how long it is, and exactly where the key parts start. The search results can then preview the video with timestamps - the user can immediately see if the video contains what they're looking for before they click.
It's useful for any website that uses video as part of its content - presentation videos, tutorials, interviews or product demos.
4. Review / AggregateRating
Adds a star rating directly to the search result. Pages with stars have a conclusively higher click-through rate than comparable pages without stars - the visual trust signal works even before the user reads the page title.
Important: Google compares the reviews in the code with the actual reviews displayed on the site. A discrepancy between the two can lead to the removal of the rich snippet or a page penalty.
5. Organization
Defines the basic identity of the company - name, logo, contact details and social media profiles. Google uses this data for the Knowledge Panel and increasingly as a source for AI answers about the company. Practically relevant for any company website: it helps search engines reliably associate a website with a specific organization and present it consistently across different places on the internet.
How to add structured data to a website
By default, structured data is written in JSON-LD format and inserted into the <head> header of the page.
After the code is inserted into the website, it is important to check the correct implementation in the Google Rich Results Test tool. This will show which structured data Google has recognized on the page and whether it is error-free.
Rich snippets do not appear in search results immediately - Google has to crawl and evaluate the page again. Expect that the visible effect may take a few weeks.
Want a website that Google and AI understand?
Structured data is just one piece of the puzzle. If you want a site that's highly visible in search and can stand up to the AI age, we'd love to take a look at it together.
