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Web glossary

What is structured data?

Structured data (schema markup) is standardised code added to a web page that describes its content to search engines — like marking up a recipe, product, FAQ or business — enabling richer search results.

Search engines read your page, but structured data tells them explicitly what things are: this is a product with this price, this is an FAQ, this is a local business with these hours. Usually written in JSON-LD using the schema.org vocabulary, it removes guesswork for crawlers.

The payoff is rich results — star ratings, FAQ drop-downs, product prices and more directly in search — which improve visibility and click-through. It also increasingly helps AI search and assistants understand and cite your content accurately.

Every Flowdira build ships with appropriate schema baked in — Organization, Product, FAQPage, BreadcrumbList and more — so search engines and AI tools understand your pages from day one. (This very page emits breadcrumb and FAQ schema.)

Common questions

Does structured data improve rankings?
It doesn't directly boost rankings, but it enables rich results and clearer understanding, which improve click-through and visibility — and that often lifts traffic. It's also becoming important for how AI search cites sources.
What format should structured data use?
JSON-LD is Google's recommended format and what we use — it's a clean block of code in the page that's easy to maintain and keeps the markup separate from your visible content.

More from the glossary

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