Structured data (schema.org)

Structured data are annotations, in JSON-LD format using the schema.org vocabulary, with which a page tells machines what it contains: an organisation (with headquarters, contacts, profiles), a person, a service with its offer, an article with author and dates, a list of questions and answers.

For GEO they serve two purposes: helping browsing engines understand and pick up the right facts, and linking the page to the entity through identifiers and sameAs. They do not create third-party sources nor correct dated narratives: they are one of the seven families of interventions, necessary but not sufficient. Consistency matters more than quantity: same name, same address, same profiles in every node and every source.