AI search glossary
What is structured data?
Structured data is hidden labelling on your web pages that tells search engines and AI tools exactly what the page is about, such as your business name, address, opening hours, prices or services. Visitors do not see it, but machines can read it reliably.
Also called: Schema markup, Schema.org
How does it work?
It is a small block of code, usually in a standard format called Schema.org, added to your pages. It says, in a way machines can read, “this is a hotel, this is its address, these are its facilities”.
An example
A restaurant adds structured data with its opening hours and address. When an AI tool or Google reads the page, it can pick up those details accurately instead of guessing from the page design.
Why it matters
It reduces the chance of AI tools getting your basic facts wrong, and it is one of the clearest signals you can give about who you are. It works best alongside clear visible text, not instead of it.
Find out what AI is telling your customers.
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