Definition
Structured data is machine-readable markup, usually written in schema.org vocabulary and embedded as JSON-LD, that labels the meaning of content on a page so search engines and AI answer engines can interpret a page, brand, product, or topic without guessing. Instead of inferring that a block of text is a price, a rating, an author, or an FAQ, the system reads it directly from the markup, which makes the page easier to retrieve, summarize, and cite accurately.
How Structured Data Works
Structured data describes entities and their relationships using a shared vocabulary. Common types include Article, FAQPage, Organization, Product, BreadcrumbList, and SoftwareApplication. The markup is typically added as a JSON-LD block in the page source and should mirror what a human sees on the page. The cardinal rule is that markup must match visible content: adding ratings, awards, or claims that do not appear on the page is a quality violation that can suppress eligibility rather than help it.
Why Structured Data Matters For AEO
AI systems rely on recognizable entities, consistent language, reliable sources, and structured evidence. Clear markup helps a system confirm what a page is, who published it, and what type of information it holds, which supports accurate retrieval and attribution. That said, structured data is a clarification layer, not a ranking lever: Google has stated there is no special schema requirement to appear in its generative AI features, and there is no llms.txt requirement either. So schema helps systems understand a page, but it cannot rescue thin content. The relationship between markup, crawlability, and citations is part of the broader picture in what AEO is and how it differs from traditional SEO.
Structured Data And AI Citations
Markup alone does not earn an AI citation; a direct answer, original evidence, and crawlable HTML do more of that work. But accurate structured data reduces ambiguity about entities and authorship, which supports the AI visibility a brand can earn once the content itself is source-worthy. Treat schema as one input among many, not a shortcut.
How To Apply Structured Data
Use one canonical page for the core definition, then link to implementation guides, product pages, and tools that explain the operational workflow. Add structured data only when it matches visible content, validate it against the relevant schema type, and keep examples specific. Avoid creating separate pages for minor keyword variations; consolidate them into one stronger resource. For the broader content method that makes pages worth citing, see AEO content generation.
Related Terms
Related terms for this entry include schema.org markup, JSON-LD, answer engine optimization, and structured data markup tools. These should support the glossary entry through internal links, not compete with it.