“谷歌结构化数据”通常指 Google Structured Data，也叫 结构化数据标记。这是把网页内容用特定的格式（主要是 schema.org 标准的 JSON-LD、Microdata 或 RDFa）进行标记，以便搜索引擎（尤其是 Google）更好地理解网页上的信息。
一、作用
提升搜索可见度
让网页在搜索结果中以 富结果（Rich Results） 形式展示，如星级评分、价格、库存、FAQ 折叠等。
增加 CTR（点击率），提升 SEO 效果。
帮助搜索引擎理解内容
比如告诉 Google：这是一个“商品”，名字是什么，价格是多少，有没有评价。
对电商网站尤其重要。
支持语音搜索、知识图谱
有助于 Google Assistant 或知识面板调用你的网站数据。
二、常见类型（电商相关）
Product（产品）：商品名称、描述、品牌、价格、库存、SKU、图片。
Offer（报价）：折扣、促销、不同变体。
Review & AggregateRating（评论与评分）：客户评论、平均星级。
Breadcrumb（面包屑）：帮助搜索引擎理解网站层级。
Organization（组织）：公司官网、Logo、联系方式、社交账号。
三、实现方式
推荐方式：JSON-LD（Google 官方推荐）
代码位置：在 <head> 或 <body> 中加入 <script type=”application/ld+json”> … </script>
1.组织organization
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "XXX Jewelry",
"url": "https://www.xxx.com",
"logo": "https://www.xxx.com/logo.png",
"description": "XXX Jewelry is a global custom jewelry brand specializing in personalized designs, including necklaces, rings, bracelets, and memorial keepsakes. We deliver high-quality craftsmanship to customers worldwide.",
"sameAs": [
"https://www.facebook.com/xxxjewelry",
"https://www.instagram.com/xxxjewelry",
"https://www.pinterest.com/xxxjewelry",
"https://www.youtube.com/@xxxjewelry",
"https://www.tiktok.com/@xxxjewelry"
],
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+1-800-123-4567",
"email": "service@xxx.com",
"contactType": "customer service",
"areaServed": ["US","CA","UK","DE","FR","AU"],
"availableLanguage": ["English", "German", "French"]
},
{
"@type": "ContactPoint",
"telephone": "+86-0576-12345678",
"email": "support@xxx.com",
"contactType": "customer service",
"areaServed": "CN",
"availableLanguage": ["Chinese", "English"]
},
{
"@type": "ContactPoint",
"telephone": "+1-800-123-8888",
"contactType": "whatsapp support",
"url": "https://wa.me/18001238888",
"areaServed": "Worldwide",
"availableLanguage": ["English"]
}
]
}
</script>
2.面包屑Breadcrumb
2.1.商品页
<script type="application/ld+json">
{
"@context":"https://schema.org",
"@type":"BreadcrumbList",
"itemListElement":[
{
"@type":"ListItem",
"position":1,
"name":"Home",
"item":"https://www.example.com/"
},
{
"@type":"ListItem",
"position":2,
"name":"Necklaces",
"item":"https://www.example.com/necklaces/"
},
{
"@type":"ListItem",
"position":3,
"name":"14K White Gold Diamond Necklace",
"item":"https://www.example.com/necklaces/14k-white-gold-diamond-necklace"
}
]
}
</script>
2.2.分组页
<script type="application/ld+json">
{
"@context":"https://schema.org",
"@type":"BreadcrumbList",
"itemListElement":[
{"@type":"ListItem","position":1,"name":"Home","item":"https://www.example.com/"},
{"@type":"ListItem","position":2,"name":"Necklaces","item":"https://www.example.com/necklaces/"}
]
}
</script>
2.3.内容页
<script type="application/ld+json">
{
"@context":"https://schema.org",
"@type":"BreadcrumbList",
"itemListElement":[
{"@type":"ListItem","position":1,"name":"Home","item":"https://www.example.com/"},
{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.example.com/blog/"},
{"@type":"ListItem","position":3,"name":"How to Choose Ring Size","item":"https://www.example.com/blog/ring-size-guide"}
]
}
</script>
多语言站点：
- 各语言页面各自输出对应语言与 URL；
- hreflang 在 <head> 单独处理。
3.FAQ
单独FAQ页面，或者在商详页、分组页，代码格式均是一致的
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How long does production take for custom jewelry?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Production usually takes 3–5 business days. Complex designs may take 7–10 days."
}
},
{
"@type": "Question",
"name": "Do you ship internationally?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, we ship to over 40 countries. Standard shipping is free on orders over $99."
}
},
{
"@type": "Question",
"name": "Can I return engraved items?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Personalized items are eligible for exchanges on manufacturing defects within 30 days."
}
}
]
}
</script>
4.商品详情页detail
区分不同的商品数据结构
a、父子结构
一个SPU商品只有一个主链接
b、同级结构
一个SPU下，每个sku都是单独的链接和详情
5.评论Review和平均星级AggregateRating
评论和平均星级一般通过 Review 和 AggregateRating 两个类型来实现，通常嵌套在 Product（产品）里
注意点：
- 只展示 aggregateRating
如果你不想把所有评论写进结构化数据，至少保留平均星级和评论数量，这样 Google SERP 才能显示星星。
- 同时加上部分 Review
可以选取几条真实评论展示（不要伪造），不用全部展示，比如展示最热的或最新的3-5条（最好是能够在页面上看到），提升可信度。
6.搜索（即将退出）
官方文档：Google 搜索中的结构化数据标记
四、检测工具