Structured data and SEO: What you need to know in 2025
Here’s why structured data matters, key schema types to use and advanced techniques to boost visibility in rich results.
Many search engines rely on structured data to enhance user experiences – and this trend will likely intensify in 2025.
For this reason, structured data is no longer a “nice-to-have” but an essential part of any SEO strategy.
Here’s what you need to know about structured data, including why it matters, important trends, key schema types, advanced techniques and more.
What is structured data?
Structured data is a standardized format for organizing and labeling page content that helps search engines understand it more effectively.
Google uses structured data to create enhanced listings, rich results and various features in search engine results pages (SERPs).
Being included in these features can boost your website’s visibility and organic reach, especially in entity-based searches.
Vocabulary
The most commonly used vocabulary for structured data is Schema.org, an open-source framework that provides an extensive library of types and properties.
Schema.org includes hundreds of predefined types, such as Product, Event or Person and properties like name, price and description.
Format
The preferred format for implementing structured data is JSON-LD (JavaScript Object Notation for Linked Data), which is endorsed by Google and other search engines.
JSON-LD encapsulates structured data within a