Structured data is information added to the page code, following the Schema.org standard, that tells search engines and AI explicitly what the content is about.
A user understands on their own that a page shows a product with a price or a company with an address. Software has to infer it, and can get it wrong. Structured data, usually written in JSON-LD format, removes the ambiguity: it declares that this is a product, that is an organisation, these are the frequently asked questions with their answers. Google uses them to show rich results; AI assistants use them to link information to your company with confidence, for example your location in Cantù, Como or Milan.
