Structured Data

Structured data is a standardized format for providing information about a page and classifying that content on the page; for example, on a recipe page, what are the ingredients, the cooking time, the temperature, the calories, and so on.

Source: DevelopersGoogle.com

Structured data that uses Schema.org as a reference vocabulary and can be embedded in web pages using three formats:

Structured Data FormatsSource: DevelopersGoogle.com

Imagine a book supported in three different formats: ebook, paperback, and hardcover. Each has different weights, sizes and so on. So does Schema.org.

JSON-LD is the preferred format by Google. In fact, that is a JavaScript embedded in a <script> tag in the page or head or body. The code encapsulates useful and contextual information regarding the article written using linked data standards.

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