Structured data is the rest of the information a user sees after a search. It can include a business’s hours or its reviews. This info is added to an HTML markup, it generates rich snippets, which can help a site’s search engine optimization, or SEO.

Including structured data on the page or information about the page and its content can help Google understand it and more accurately gauge the website’s ranking. Structured data markups, or snippets, can also lead to special search result features, as Google can more easily use the webpage in graphical or carousel search results. Website developers must code structured data using in-page markups that describe the content of a page. Adding structured data markup can improve search engine optimization by breaking down a site’s information for Google crawlers.