# Structured data

Structured data is code that tells search engines what the content on a page is, for example a business, a product, a price or an event.

Source: https://ibenta.no/en/glossary/structured-data
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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A person understands that "Monday to Friday 8 to 16" is opening hours. A machine has to guess. With structured data you mark up the information in the code, so it says in black and white that these are the opening hours, this is the address and this is the price. Most people use the vocabulary from schema.org, and Google recommends the JSON-LD format.

## What it can get you

Structured data can make your page eligible for a richer display in Google, such as the price and stock status of a product or the date of an event right in the [search results](/en/glossary/serp). But there is no guarantee. Google itself writes that it does not guarantee structured data will show, even when the code is entirely correct.

The markup does not show on the page itself. That makes it easy to forget, and easy to let go stale when you change address or opening hours.

## How to check your own

Paste the address of your front page into Google's free Rich Results Test. It shows which structured data the page has, and whether anything is wrong. If the tool finds nothing, it is worth asking whoever built the website. Some SEO plugins for WordPress add basic markup automatically, but check that what they say matches reality.