Structured data is a common way of providing information about a page and its content - we recommend using the schema.org vocabulary for doing so. Google supports three different formats of in-page markup: JSON-LD (recommended), Microdata, and RDFa. Different search features require different kinds of structured data - you can learn more about these in our search gallery. Our developer documentation has more details on the basics of structured data.
Structured data helps Google's systems understand your content more accurately, which means it’s better for users as they will get more relevant results. If you implement structured data your pages may become eligible to be shown with an enhanced appearance in Google search results.
Disclaimer: Google does not guarantee that your structured data will show up in search results, even if your page is marked up correctly. Using structured data enables a feature to be present, it does not guarantee that it will be present. Learn more about structured data guidelines.
Over the years, we've seen a growing adoption of structured data in the ecosystem. In general, rich results help users to better understand how your pages are relevant to their searches, so they translate into success for websites. Here are some results that are showcased in our case studies gallery:
There are a few ways your site could benefit from structured data. Below we discuss some examples grouped by different types of goals: increase brand awareness, highlight content, and highlight product information.
One thing you can do to promote your brand with structured data is to take advantage of features such as Logo, Local business, and Sitelinks searchbox. In addition to adding structured data, you should verify your site for the Knowledge Panel and claim your business on Google My Business. Here is an example of the knowledge panel with a Logo.
If you publish content on the web, there are a number of features that can help promote your content and attract more users, depending on your industry. For example: Article, Breadcrumb, Event, Job, Q&A, Recipe, Review and others. Here is an example of a recipe rich result.
If you sell merchandise, you could add product structured data to your page, including price, availability, and review ratings. Here is how your product might show for a relevant search.
SSL (Secure Sockets Layer) is the standard security technology for establishing an encrypted link between a web server and a browser. This link ensures that all data passed between the web server and browsers remain private and integral. SSL is an industry standard and is used by millions of websites in the protection of their online transactions with their customers.
HTTP stands for Hyper Text Transfer Protocol.
WWW is about communication between web clients and servers.
Communication between client computers and web servers is done by sending HTTP Requests and receiving HTTP Responses.