Google Search works hard to understand the content of a page. You can help us by giving explicit clues about the importance of a page to Google by including organized information on the page. Organized information is an institutionalized organization for giving data about a page and arranging the page content; for instance, on a formula page, what are the fixings, the cooking time and temperature, the calories, et cetera.
Google utilizes organized information that it finds on the web to comprehend the substance of the page, and to assemble data about the web and the world all in all. For instance, here is a JSON-LD organized information bit that may show up on the contact page of the Unlimited Ball Bearings organization, portraying their contact data:
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"name": "Unlimited Ball Bearings Corp.",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-401-555-1212",
"contactType": "Customer service"
}
}
</script>
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Recipe",
"name": "Grandma's Holiday Apple Pie",
"author": "Elaine Smith",
"image": "http://images.edge-generalmills.com/56459281-6fe6-4d9d-984f-385c9488d824.jpg",
"description": "A classic apple pie.",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4",
"reviewCount": "276",
"bestRating": "5",
"worstRating": "1"
},
"prepTime": "PT30M",
"totalTime": "PT1H",
"recipeYield": "8",
"nutrition": {
"@type": "NutritionInformation",
"servingSize": "1 medium slice",
"calories": "230 calories",
"fatContent": "1 g",
"carbohydrateContent": "43 g",
},
"recipeIngredient": [
"1 box refrigerated pie crusts, softened as directed on box",
"6 cups thinly sliced, peeled apples (6 medium)",
"..."
],
"recipeInstructions": [
"1...",
"2..."
]
}
</script>
Google Search also uses structured data to enable special search result features and enhancements. For example, a recipe page with valid structured data is eligible to appear in a graphical search result, as shown here:
| Format | Description and Placement |
|---|
| JSON-LD* (Recommended) | JavaScript notation embedded in a <script> tag in the page head or body. The markup is not interleaved with the user-visible text, which makes nested data items easier to express, such as the Country of a PostalAddress of a MusicVenue of an Event. Also, Google can read JSON-LD data when it is dynamically injected into the page's contents, such as by JavaScript code or embedded widgets in your content management system. |
| Microdata | An open-community HTML specification used to nest structured data within HTML content. Like RDFa, it uses HTML tag attributes to name the properties you want to expose as structured data. It is typically used in the page body, but can be used in the head. |
| RDFa | An HTML5 extension that supports linked data by introducing HTML tag attributes that correspond to the user-visible content that you want to describe for search engines. RDFa is commonly used in both the head and body sections of the HTML page. |
You can mark up many business-relevant entities:
- Products you're selling
- Business location
- Videos about your products or business
- Opening hours
- Events listings
- Recipes
- Your company logo, and many more!
