Structured data is code, usually JSON-LD, that labels what a page is about, such as a person, a product, or an FAQ, so search engines understand it.
A page's text is written for people. Structured data adds a layer for machines that says, for example, "this page is about a person named Mara Lind, and these are Mara's other profiles".
Most sites use the schema.org vocabulary in JSON-LD, a block of JSON inside a script tag. Google and Bing both read it.
Structured data can make a page eligible for rich results, such as breadcrumbs in search, but it never guarantees them. The data must match what the page shows.
Example
A musician's page includes Person structured data with the artist's name and links to Spotify and Instagram. Search engines can then connect those profiles to one person.
In pageo
Every public pageo page includes ProfilePage and Person structured data, built from your name, bio, and links.
Domains and search
Meta descriptionA meta description is an HTML tag that sums up a page in a sentence or two. Search engines may show it under the title in results.Read the definitionDomains and search
Open GraphOpen Graph is a set of meta tags, such as og:title and og:image, that control the title, text, and image shown when a link is shared.Read the definitionDomains and search
Custom domainA custom domain is a domain name you own, such as yourname.com, that you connect to a service so your page loads at your own address.Read the definitionClaim your page in under a minute. No card needed.