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Technical implementation · Structured Data
Definition
Structured data is information about a web page’s content that is formatted using a standardized vocabulary — most commonly schema.org — and embedded in the page’s HTML so that search engines and AI crawlers can interpret it without relying on natural language parsing. JSON-LD is the recommended implementation format.
Why It Matters for AI Search
Structured data is the most direct mechanism for communicating entity information to AI systems. Where natural language requires interpretation, structured data is declarative — it states facts about a page’s content, entity type, and attributes in a format designed for machine consumption. For AI search, structured data reduces ambiguity, confirms entity identity, and provides a reliable extraction surface that AI systems can trust over inferred information from prose. Every page that carries correct structured data is a more reliable AI citation source than the equivalent page without it.
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