Strukturierte Daten

What are Strukturierte Daten?

If you want to stand out in a competitive market, there’s no way around structured data. It gives your search results visual extras like star ratings or FAQ accordions, significantly increasing click-through rates compared to standard snippets. At the same time, AI systems are increasingly using structured data to extract relevant information and cite it in their responses.

Strukturierte Daten (German for “structured data”) are standardized code annotations in a website’s HTML that help search engines like Google precisely interpret the content of a page. The most common vocabulary for this is Schema.org, a standard jointly developed by Google, Bing, Yahoo, and Yandex. Through structured data, you explicitly tell search engines whether a piece of content is a product, a person, an event, a FAQ, or an article — instead of letting the machine guess.

Technically, structured data is most commonly implemented in the format JSON-LD, a JavaScript-based data format embedded in the <script> tag of the HTML header or body. Alternatively, the formats Microdata and RDFa exist, which are integrated directly into HTML tags. Google explicitly recommends JSON-LD as it is easiest to maintain and doesn’t affect the visible page content. With the Google Rich Results Test, you can check whether your structured data is correctly implemented and whether it qualifies for enhanced search results.

For SEO practice, structured data is a decisive lever for achieving Rich Snippets in search results — extended displays with star ratings, FAQ accordions, prices, or availability information. These visually highlighted results demonstrably achieve higher click-through rates than standard snippets. Structured data has become indispensable especially for local businesses, e-commerce stores, and knowledge sites, as Google increasingly uses it for AI Overviews and other AI-powered features.