Structured data

Google defines it as "a standardized format for providing information about a page and classifying the page content." Google Search supports JSON-LD, Microdata and RDFa, and says "In general, Google recommends using JSON-LD for structured data if your site's setup allows it." Most of the vocabulary comes from schema.org, which major search engines including Google and Microsoft can read.

For AI search, keep expectations honest. Google's AI features docs say there's "no special schema.org structured data that you need to add" to appear in AI Overviews or AI Mode. What Google does ask is that your structured data matches the visible text on the page.

So use structured data for what it does well: stating plainly who you are and what a page describes. Organization markup, for example, lets you give your official name, URL, logo and sameAs links to your profiles on other sites, and Google says the url property helps it uniquely identify your organization. Never mark up anything users can't see.

Example

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Brightdesk",
  "url": "https://www.brightdesk.example",
  "logo": "https://www.brightdesk.example/images/logo.png",
  "sameAs": [
    "https://social.example/brightdesk",
    "https://reviews.example/brightdesk"
  ]
}

Related terms

• JSON-LD
• Entity
• sameAs
• Knowledge Graph
• AI Overviews

Sources

1. Introduction to structured data markup in Google Search (opens in a new tab) · Google Search Central · Updated 10 Dec 2025
2. Organization structured data (opens in a new tab) · Google Search Central · Updated 8 Sep 2026
3. Getting Started (opens in a new tab) · schema.org · Checked 28 Oct 2026
4. AI features and your website (opens in a new tab) · Google Search Central · Updated 10 Dec 2025