Schema.org structured data: making a landing page readable by Google (and by AI)

Structured data is a piece of code invisible to the visitor that describes the page's content in a standardised vocabulary — Schema.org — that search engines understand unambiguously: “this is a product, its price is €89, its average rating 4.8 across 23 reviews”. In exchange, Google can enrich how the page appears in its results: stars, expandable questions, price ranges. For a landing page that lives on organic traffic, this markup is one of the few SEO projects that is fast, risk-free and visibly effective at once. This guide complements our general article on landing page SEO.

What structured data changes — and doesn't change

Let's be precise, because the topic carries inflated promises: Schema.org markup is not a direct ranking factor. A marked-up page doesn't leapfrog a better-built one. What it changes is the appearance of the result — and therefore the click-through rate at equal position. The stakes are real: eye-tracking research on search results pages, notably the study by Edward Cutrell and Zhiwei Guan at Microsoft Research presented at CHI 2007 (“What Are You Looking For? An Eye-Tracking Study of Information Usage in Web Search”), showed that attention on a results page is distributed according to the visual and informational richness of each result: lengthening or enriching the snippet measurably changes reading and clicking behaviour. A result with stars and an FAQ occupies more visual surface and provides more relevance cues — that's exactly the lever rich snippets pull.

The four useful markup types on a landing page

The FAQ section is the most profitable starting point: most landing pages already have one (it serves conversion by handling objections), and FAQPage markup is mechanical — each question becomes a Question entity with its answer as acceptedAnswer. Product markup applies as soon as a price is displayed; LocalBusiness as soon as the business has a geographic area, which concerns all local pages like tradespeople or neighbourhood businesses.

JSON-LD: the only syntax worth remembering

Schema.org can be written three ways (microdata, RDFa, JSON-LD); Google explicitly recommends JSON-LD, and it's also the easiest to maintain: a <script type="application/ld+json"> block in the <head> or body, separate from the visible HTML. In a modern stack like Next.js, this block is generated from the same data as the page itself — the displayed price and the marked-up price come from the same variable, which eliminates any risk of divergence. It's one of the structural advantages of a coded landing page over visual builders, detailed in our Next.js vs WordPress comparison.

The rules that avoid a penalty

• Only mark up what's visible on the page — Google's cardinal rule: marked-up reviews absent from the page, or an FAQ in the code but not on screen, expose you to a manual action for misleading structured data.
• Real reviews, never fabricated — marking up a 4.9 rating without verifiable reviews is doubly punishable: by Google, and by consumer law on fake reviews. The core rule from our article on testimonials applies to markup too.
• Test after every release — Google's Rich Results Test and Search Console's “Enhancements” report flag syntax errors and missing properties.
• Don't mark up everything — Article markup on a sales page, a forced HowTo on content that isn't one: off-topic types add nothing and muddy the engine's reading of the page.

The 2026 bonus: structured data also speaks to AI

A second reader has appeared over the past two years: generative AI answer engines, which cite sources in their responses. Clean markup — clear entities, explicit prices, structured FAQ — makes it easier for these systems to extract your information correctly, exactly as it does for Google. Our article on visibility in ChatGPT and generative AI develops this point; the takeaway here is that the same work serves both channels, which further improves its return on effort.

Concretely, for a typical landing page: an Organization block (name, logo, URL), an FAQPage block if the page has an FAQ, a Product block with Offer if it sells something at a displayed price — all in JSON-LD generated from the page's data. It's a few dozen lines of work, to be checked in Search Console the following week. Since LanderKit templates (€89 each, €229 for the 10-template bundle) ship as Next.js code, the addition slots cleanly into the page component, next to the metadata — and if your page is slow, start with load speed instead: rich snippets attract the click, but the page behind them still has to deserve it.