What is Structured Data (Schema Markup)?
Structured data is code added to a web page in JSON-LD format that helps search engines and AI systems understand the content's meaning, type, and relationships. Using a shared vocabulary from Schema.org, it labels parts of a page — this is a product, this is its price, this is a review, this is an FAQ.
By explicitly tagging content, structured data removes guesswork for machines. A search engine does not have to infer that a number is a price or that a block of text is a recipe; the markup tells it directly, which improves how the page is indexed and displayed.
Structured data powers rich snippets — the star ratings, FAQ dropdowns, and other enhancements you see in search results — and increasingly helps AI systems extract and cite information accurately.
Why it matters
Structured data can make your search listing visibly stand out with ratings, prices, or FAQs, which lifts click-through rates without any change in ranking position.
It is also becoming important for AI visibility. Clearly labeled content is easier for AI engines to understand and cite correctly, making schema markup a dual investment in both traditional and AI search.
How Distro helps
Distro's technical checks scan for missing or broken schema markup and include adding it in your missions, so your pages are eligible for rich results and easier for AI to cite. Get your free growth report to see your schema gaps.
Related terms
AI Citation
An AI citation is when an AI search engine like ChatGPT, Perplexity, or Google AI Overviews references your website as a source in its generated answer.
Rich Snippets
Rich snippets are enhanced search results that display extra information like star ratings, FAQs, prices, or images, driven by structured data on the page.