Strukturierte Daten – Definition

Structured data (Schema.org markup) is machine-readable information on a web page that helps search engines understand its content and display it in rich results.

Particularly relevant Schema.org types for e-commerce pages include: Product (for product pages with price, availability, reviews), BreadcrumbList (for breadcrumbs in search results), Article/BlogPosting (for blog posts), Organization (for company information), and FAQPage (for FAQ pages). Rich results — enhanced search result displays with star ratings, prices, or breadcrumbs — are only possible when structured data is implemented correctly. A CMS should generate JSON-LD automatically from existing content data. Structured data needs to accurately reflect what's actually visible on the page — Google's guidelines prohibit marking up content that isn't shown to users, and violations can result in the markup being ignored or, in serious cases, a manual action. This matters for product pages during out-of-stock periods: Product schema marked 'InStock' for an unavailable item creates a discrepancy search engines can detect, so structured data generation needs to stay synchronized with real-time inventory rather than being generated once and left static.