Glossary · Traffic · also schema markup, JSON-LD
What is structured data (JSON-LD)?
Structured data is machine-readable markup that describes what a page means. For a store it is typically Product, Offer, AggregateRating and BreadcrumbList expressed as JSON-LD, and it lets search engines and AI assistants state your price, availability and variants as facts rather than inferring them from your HTML.
- Reviewed 6 October 2026
In more detail
For ecommerce this has moved from a rich-results extra to a question of distribution. When a shopper asks an assistant to compare products, the assistant needs a price and a stock status it can trust. Missing or stale markup means either exclusion or a wrong figure quoted with your name on it.
Accuracy matters more than coverage. Markup that disagrees with the visible page is worse than none, because it is repeated with confidence.
Key points
- Product, Offer, AggregateRating and BreadcrumbList are the ecommerce core.
- Decides whether assistants can quote your price and availability.
- Markup that contradicts the visible page is worse than no markup.
How Liftable relates
Sources
- Google Search Central: Product structured data. Documents the Product, Offer and review properties Google reads for product results.
Related terms
Guides that go deeper
Last reviewed against the product on 6 October 2026.
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