Olya Ianovskaia at Search Engine Land wrote a great article on Structured Data and SEO, which we wanted to expand on. As we move into 2025, structured data remains crucial for SEO, helping search engines understand and display content in a way that improves visibility and drives engagement. This article delves into the importance of structured data, the key schema types to utilize, and advanced techniques to help you gain a competitive edge.
What is Structured Data?
Structured data is a standardized way of organizing and labeling the content on your website so search engines can interpret it accurately. Think of it as adding a descriptive framework to your content, enabling search engines to present it in enriched formats known as rich results.
The most popular vocabulary for structured data is Schema.org, an open-source library that includes predefined types like Product, Event, and Organization, each with properties to define their specifics, such as price, description, and location.
The preferred implementation format is JSON-LD (JavaScript Object Notation for Linked Data), as it allows structured data to be embedded within a <script> tag, keeping it separate from your core HTML. This makes JSON-LD easy to implement and modify, especially for dynamic websites.
Validating Your Structured Data
To ensure your structured data is implemented correctly, use validation tools like Google’s Rich Results Test and Schema Markup Validator. These tools help you spot any potential errors, allowing you to maximize the chances of your content appearing as rich results.
Why Structured Data Matters for SEO in 2025
As user behavior evolves, structured data has become more integral to achieving SEO success. Rich results powered by structured data—such as product carousels, review snippets, and featured snippets—are increasingly prevalent on search engine results pages (SERPs).
Zero-Click Searches and Brand Authority
One of the most significant changes in recent years is the rise of zero-click searches, where users find answers directly on the search results page without clicking through to the website. While this may reduce site traffic, it can improve brand authority by positioning your content as a trusted source. By marking up your content with structured data, you can enhance its visibility in these zero-click features, strengthening brand recognition and credibility.
Expanding Reach with Voice and Image Search
Structured data is also invaluable for voice and image search, helping you reach audiences where traditional search results can’t. With the growth of smart speakers and AI-powered visual search tools, structured data makes it easier for users to find your content through non-text-based searches.
Key Schema Types to Implement in 2025
Selecting the right schema types is essential for maximizing visibility. Below are some core schemas that can have a substantial impact on your SEO strategy:
1. Ecommerce Schema
For ecommerce sites, Product schema (along with Offer and Review) provides search engines with information about product details, availability, and pricing, which powers features like product carousels in SERPs.
- Example: For a product page, mark up elements like the product’s name, price, and availability using Product schema. You can also include AggregateRating schema to showcase review stars in search results, which can improve click-through rates. For marketplaces, the AggregateOffer schema is useful to represent offers from multiple vendors for a single product, helping customers compare prices directly on the SERP.
2. Informational Schema
If your site provides informational content, schema types like FAQ, Q&A, and Article can enhance user engagement by displaying answers directly in the search results.
- Example: Use FAQ schema to mark up common questions and answers on your site, increasing your chances of appearing in the FAQ-rich results box. Similarly, Article schema can help your content surface in Google News and Discover, boosting visibility for news-oriented sites.
3. Event Schema
For promoting events, Event schema allows you to showcase key details like date, location, and ticket information.
- Example: Whether you’re hosting a virtual event or a local concert, Event schema can help your event stand out in local search results and Google’s event listings. You can also use BroadcastEvent schema for live events, which improves the visibility of streaming content like webinars.
4. Local Business Schema
For local businesses, LocalBusiness schema is essential. It allows you to share important details like your address, phone number, and hours of operation.
- Example: Use LocalBusiness schema for your brick-and-mortar store, filling in details such as opening hours and accepted payment types. This setup can increase your chances of appearing in local SERPs and Google Maps.
Advanced Structured Data Techniques for 2025
Beyond the basics, advanced techniques can take your structured data strategy to the next level. Here are some approaches to consider:
Entity-Based Search
Entity-based search prioritizes entities—like people, places, and products—over keywords, allowing search engines to interpret information more holistically. By using schema types such as Person, Organization, and Place, you can improve visibility in entity-based search results.
- Example: Link to external authority sources, like Wikipedia or social media profiles, using the SameAs property within your schema. This reinforces the connection between your content and credible external references, helping search engines understand and trust your entities.
Speakable Schema
As voice search grows, Speakable schema can help optimize your content for spoken responses by marking up sections of text best suited for audio playback.
- Example: For news articles, use Speakable schema to highlight summaries or key points. This schema enables devices like Google Assistant to read your content aloud, making it easier for users to access information hands-free.
Multimodal Search
Multimodal search allows users to query search engines through text, images, and voice, and structured data like ImageObject and VideoObject helps search engines understand multimedia content.
- Example: Use VideoObject schema to mark up videos with details like title, thumbnail, and duration, enhancing their visibility across search types, including Google Images and Google Lens.
Schema Nesting
By nesting schema types within each other, you can create a more complex and layered structure that conveys nuanced information to search engines.
- Example: On a recipe page, nest Person, HowTo, and Recipe schemas. The Person schema can include the chef’s details, while the HowTo schema outlines cooking steps, and the Recipe schema provides ingredient and nutritional information. This nested structure allows search engines to deliver rich results that showcase the author, cooking instructions, and ingredients in an organized format.
Leveraging Schema Combinations for Maximum Impact
Combining schema types allows you to cover various aspects of your content and increase your visibility across SERP features.
Example: Hosting an Event
If your business is hosting an event, use a combination of Event, Organization, and LocalBusiness schemas to provide a complete picture. With Event schema, you can share event details, while Organization schema links the event to your business. Finally, LocalBusiness schema includes location-specific information.
Conclusion
Structured data is a powerful tool that can help elevate your SEO strategy in 2025. By leveraging key schema types and advanced techniques like entity-based search, voice optimization, and schema nesting, you can enhance your site’s visibility in rich results and expand your reach across new search methods. Make structured data a cornerstone of your SEO strategy, and stay ahead as search engines continue to evolve.