Definition
Structured data is machine-readable metadata, usually JSON-LD, embedded in a web page to describe the entities it contains (the business, its products, its authors, its articles) in a schema.org vocabulary.
Why it matters
Structured data unlocks rich results (stars, FAQs, breadcrumbs), feeds LLM crawlers a structured understanding of the page, and makes entity resolution work. A page without schema leaves signal on the floor.
How we think about it
Every page we ship carries schema appropriate to its type, Organization on every page, Service on service pages, Article on blog posts, FAQPage when a FAQ is present, Person for author attribution, BreadcrumbList for navigation. Every schema block validated before deploy.