Reports
WebSite leads schema.org type adoption at 12.73% of mobile pages
The 2024 Web Almanac breaks JSON-LD down by schema.org type: WebSite tops out at 12.73% of mobile pages, Organization at 7.16%, Product at just 0.77%.
Structured data and schema markup for search and AI
What structured data means
Structured data is machine-readable markup, usually schema.org vocabulary in JSON-LD, that states what a page is about in explicit terms rather than leaving it to be inferred from prose. It powers rich results in search and gives answer engines a reliable way to resolve entities, authorship and publication dates.
Reference: schema.org
Studies
Marshfield Clinic: 454% CTR gain from schema markup
Schema App's customer story on Marshfield Clinic reports a 454% CTR increase when a Review Snippet was awarded, plus 32% from entity linking.
News
Google documents its EEA-only aggregator and supplier units
Google's September 2026 changelog documents aggregator units, supplier units and carousels: result formats limited to the EEA, South Africa and Turkiye.
Tools
JSON-LD syntax and required-field validator
Paste a JSON-LD block and get real syntax errors with line numbers, plus a check against the properties Google actually requires for that schema type.
Tools
AI answer readiness checker for articles
Score an article on the structural properties that decide whether an answer engine can extract, quote and attribute it.
Tools
Structured data generator for search and AI
Build valid JSON-LD for Article, NewsArticle, FAQPage, VideoObject, Organization and BreadcrumbList, with every required property checked.
Tools
Breadcrumb schema generator
Build a valid BreadcrumbList JSON-LD trail from a repeatable list of page names and URLs, checked against Google's own documented structure.
Studies
SearchPilot: removing a breadcrumb link cut organic traffic 5.5%
SearchPilot split-tested removing a self-referential breadcrumb link on PLPs. Traffic fell 5.5%, likely from a schema markup mismatch left behind.
Studies
JSON-LD structured data adoption grew from 34% to 41% of pages
HTTP Archive's Web Almanac found JSON-LD on 41% of pages in 2024, up from 34% in 2022, while RDFa and Open Graph stayed the most common formats.
Studies
SearchPilot: FAQ content lifted traffic, FAQ schema did not
SearchPilot split-tested FAQ content and FAQ schema. Content added 9.7% more organic clicks; removing schema alone changed nothing.
Research
Review and AggregateRating schema: Google's real required fields
Google's own review-snippet documentation names exact required properties and exact abuse rules. Most markup fails one of those, not from being absent.
Studies
Google's own numbers: structured data lifted CTR 25-82%
Google's own documentation reports Rotten Tomatoes at 25% higher CTR and Nestle at 82% higher CTR from structured data. Here is what each figure measures.
Research
VideoObject schema: the required properties Google actually documents
Google documents three required VideoObject properties, not the four often claimed, plus exact date and duration formats and a rich-result caveat.
News
Google removes FAQ rich results from Search
FAQPage markup no longer earns an expanded snippet in Google Search as of 7 May 2026, though the schema stays valid and other crawlers still read it.
Research
Article schema has no required properties, only recommended ones
Google's own Article structured data documentation names zero required properties, only recommended ones, which changes how schema work gets prioritized.
News
What Google and Bing actually say about schema and AI
Schema.org's own numbers, Google's AI documentation and Bing's public statements, separated from unverified SEO claims.
Reports
Schema.org's vocabulary hit 823 types with version 30.0 in 2026
Schema.org's own release notes put the vocabulary at 823 types and 1,529 properties as of version 30.0, alongside a new Google-backed usage dataset.
News
Merchant Center adds AI Performance Insights for share of voice
A new Merchant Center report benchmarks brand visibility on AI Mode, AI Overviews and Gemini, plus shopping funnel and attribute-gap data.
News
Google's 2026 Merchant Center product spec, three effective dates
New shipping and video attributes, a higher minimum image resolution and a longer rollout: what changes on 14 April 2026, 30 June 2026 and 31 January 2027.