Glossary · Pakun AI editorial team · November 2026
Schema.org, explained simply: what structured data does for you
Schema.org is a vocabulary for structured data. It describes things like organizations, articles, services and a website’s navigation in a machine-readable way.
Context and limits
Only mark up data that matches the visible content. A valid JSON document proves neither that the content is correct nor that it qualifies for a particular Google search feature.
How to check it in practice
Use suitable types, keep the details real and test with a validator. For Google features, also use the Rich Results Test. Never add made-up reviews or stock levels.
No guaranteed visibility
Documented findings and checkable actions are one thing; promised rankings, AI mentions or revenue are another. Nobody can guarantee the latter.
FAQ
Common questions
Further reading
What is Schema.org?
A vocabulary for structured data that describes organizations, articles, services and navigation in a machine-readable way.
Does structured data guarantee rich results?
No. Google decides whether to show a search feature; structured data has to match the visible content.