Structured Data and SEO: What You Need to Know in 2025

Structured data is becoming a must-have in SEO, not just a bonus. Search engines rely more and more on structured data to improve user experiences, and this will only increase in 2025. In this blog, we’ll cover what structured data is, why it’s important, the key schema types you should use, and advanced techniques to boost visibility.

What is Structured Data?

Structured data is a standardized way of organizing and labeling the content on your web pages so search engines can better understand it. Google uses structured data to create enhanced search listings, often referred to as rich results. These can help increase your site’s visibility, especially in searches that focus on entities (people, places, things).

The most widely used structured data vocabulary is Schema.org, which offers many predefined types (like Product, Event, or Person) and properties (such as name, price, or description). The most common format for applying structured data is JSON-LD (JavaScript Object Notation for Linked Data). This format keeps structured data separate from your site’s HTML, making it easier to implement.

Why Structured Data is More Important Than Ever

Structured data is vital for helping search engines better understand and display your content. It can also help you tap into less competitive areas like voice search and image search. As zero-click searches (where users get their answers without clicking through to a website) continue to rise, structured data helps your brand stay visible even without direct clicks. This boosts brand recognition and positions your site as a trusted resource, which is increasingly important in SEO.

Key Schema Types to Use in 2025

While new schema types are introduced regularly, several key types remain highly effective:

• Ecommerce: The Product schema (combined with Offer and Review schema) is critical for online stores. It helps you display product details like price, availability, and reviews in rich results, boosting click-through rates. Marketplaces can benefit from AggregateOffer schema, which shows offers from multiple vendors, allowing users to compare options.
• Informational: FAQ schema presents common questions and answers directly in search results, improving engagement. Q&A schema is for pages where users can ask and answer questions, often seen on forums. These schemas help boost visibility for long-tail queries and voice search. Article and WebPage schema can increase exposure in Google News, Discover, and top stories carousels.
• Events: Event schema marks up details about virtual or physical events, helping search engines display this information more effectively in event-related searches. New properties like BroadcastEvent and ScreeningEvent are enhancing how live and screening events appear in search results.

Advanced Techniques for Using Structured Data in 2025

• Entity-based search: Search engines are moving from keyword-based searches to entity-based ones, meaning they prioritize concepts like people, places, or organizations. Using schemas like Person, Organization, or Place can enhance how these entities appear in search results. The SameAs schema helps clarify that an entity mentioned on one page is the same as on another trusted site, improving recognition in Knowledge Graphs.
• Speakable schema: Still in beta, this schema helps optimize content for voice search by indicating which parts of a webpage are best suited for audio playback, particularly useful for news and publisher sites.
• Multimodal search: Users are increasingly searching via multiple inputs, such as text, images, and voice. VideoObject and ImageObject schemas help ensure multimedia content is properly indexed and displayed.
• Schema nesting: This technique allows you to layer different schema types for more complex relationships. For instance, nesting a Product schema within an Offer schema, further nested within a LocalBusiness schema, lets search engines understand the relationships between product availability, pricing, and location. This approach delivers more contextually rich search results.

Maximize Your Search Visibility with Structured Data

Structured data is already essential for SEO, and its importance will only grow in 2025. With hundreds of schema types and increasing use in AI, voice search, and multimodal searches, implementing structured data can give you a significant competitive edge. By staying up-to-date with schema types and applying advanced techniques like nesting, you can improve your site’s visibility in both current and future search features.