Introduction to Structured Data markup

Structure Data markup is a text-based representation of data that has been adopted by search engines as a means to quickly extract key information from a webpage.

The different entities or "item types" that can be described using Structured Data markup are based on standard structures provided by, a "collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond".

This data can be encoded in different ways, but JSON-LD (JavaScript Object Notation for Linked Data) is rapidly emerging as the most commonly used due to it's succinctness and ease of deployment. Google recommends using the JSON-LD format for adding Structured Data markup to your website.

Your use of Structured Data markup will depend on the type of website you have. This website uses the ghost system, which automatically includes data on the item types:

  • Website
  • WebPage, and
  • Organization

This data is not visible to website visitors, but is instead hidden in the page source code:

    "@context": "",
    "@type": "Website",
    "publisher": {
        "@type": "Organization",
        "name": "Funnel Vision",
        "logo": {
            "@type": "ImageObject",
            "url": "",
            "width": 300,
            "height": 43
    "url": "",
    "mainEntityOfPage": {
        "@type": "WebPage",
        "@id": ""
    "description": "Welcome to Funnel Vision, a blog for website owners interested in tools and strategies that maximise your digital marketing return on investment."

The main advantage of using Structured Data is in Search Engine Optimisation (SEO). Though it's not confirmed that it helps as a ranking factor (boosting your position in the search engine results pages (SERPs)), Google has a number of new search features such as their Rich Results, that require Structured Data markup. You can find more information on how Google treats Structured Data markup in their <a href="" target="_blank">Introduction to Structured Data</a> page.

If you require any assistance adding Structured Data to your website, or converting existing Structured Data from microdata or RDFa formats to JSON-LD, <a href="mailto:[email protected]">drop me an email</a>.

Paul Middleton

Read more posts by this author.

Illawarra, NSW
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