What information can it describe?
Depending on the page, markup might describe an article, a product or a breadcrumb trail. It expresses facts using named properties rather than relying only on the surrounding prose.
Google’s introduction explains how supported structured data can make content eligible for richer search appearances. Eligibility is not a promise that a rich result will be shown.
Use it to describe what exists. Do not add ratings, prices or credentials simply because a template has fields for them.
Choose a type that fits the page
Imagine a small publisher with advice articles and a resource directory. The articles and directory do different jobs. Applying the same detailed article properties to every page without checking the content may create inaccurate descriptions.
Start with the actual purpose of the page and the information you can maintain. Review the current documentation for the particular search feature before implementation, since supported properties and eligibility can change.
A general vocabulary containing a type does not automatically mean Google offers a rich result for that type.
Match the visible information
If an article shows one author and publication date, the markup should agree. If a product price changes, the visible page and its structured data need to change together.
Assign responsibility for those updates. A technical implementation can be syntactically correct while carrying outdated business facts.
For a breadcrumb trail, check the named categories and linked addresses. Our breadcrumb guide explains the visitor-facing part of that structure.
Test syntax and content separately
- Check that the markup uses the intended type and properties.
- Run the page through Google’s Rich Results Test for supported features.
- Review reported errors and applicable recommendations.
- Compare every important value with the actual page.
- Recheck after template or content changes.
A passing test does not establish that a statement is true or that a result will appear. It answers a narrower technical question. Human review is still needed for accuracy.
Keep it in proportion
A page with misleading information, broken links or an unusable form needs those problems addressed. More markup does not make the customer experience complete.
Choose a small, relevant implementation you can keep accurate. Record what it describes and who maintains it, especially if data is generated from several systems.
For the wider foundation, use the technical SEO guide and the priority checklist.