GEO / AI High impact Medium 30–60 min per type

Structured data (Schema.org)

Machine-readable markup that unlocks rich results.

What it is

Structured data (most often JSON-LD per Schema.org) describes the page content in a machine-readable form: that it's a product, recipe, article, business, review, FAQ, etc.

Why it matters

It unlocks "rich results" (rating stars, prices, FAQ accordions, breadcrumbs) directly in the results, which significantly raises CTR. For AI search engines (GEO) it is a key signal by which they understand and cite content.

How to do it

1Use JSON-LD in <script type="application/ld+json">, which Google prefers.
2Deploy types matching the content: Organization and WebSite globally, then Product, Article, BreadcrumbList, FAQPage, LocalBusiness.
3Fill in required and recommended properties; values must match the visible content.
4Test in the Rich Results Test and the Schema.org validator.

JSON-LD: organization

Correct

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "ShopName",
  "url": "https://www.example.cz",
  "logo": "https://www.example.cz/logo.png"
}
</script>

Conclusion

Structured data is one of the most effective ways to stand out in the results and be understandable to AI. Start with Organization + WebSite + BreadcrumbList, then add the type matching your content (Product/Article/FAQ). Always validate and keep it consistent with the visible content, otherwise it risks being ignored or penalized.