How to use structured data to stand out on Google


Ever wondered how some Google results show program ratings, tuition prices or step-by-step guides? That’s the power of structured data—code that helps search engines and AI better understand content and display relevant information for higher education more effectively, boosting visibility and click-through rates.

What is website structured data?

Structured data is a standardized way to describe your content so search engines can interpret it more accurately. Similar to metadata, it provides search engines with details about content but it’s more robust—using vocabularies like Schema.org to define content types, details and context. JSON-LD is the format preferred by Google and most AI tools.

What are Rich Results?

When Google understands content better, it may award a page with Rich Results. These are enhanced search listings that go beyond the standard title and description, adding visual and interactive elements. Examples include:

  • Course information: Highlights specific offered courses, including details like program focus, mode of study and entry requirements.
  • Notable alumni: Showcases prominent alumni demonstrating institutional outcomes.
  • Accordion snippets: Presents information, such as college or university details, in an accordion-style layout.
  • How-to results: Displays step-by-step instructions directly in the search results.
  • FAQ snippets: Displays answers to frequently asked questions.
  • Local business Information: Provides details like hours, ratings, and contact information.

How can I implement structured data on my site?

In the University's Drupal environment, implementation of many of the current best practices for structured data can be accomplished with the Schema Metatag module and Metatag configuration. There are many vocabularies and properties in the Schema.org webpage so the module focuses on the properties Google prioritizes.

New functionality was added to the University's environment during the October 2025 release that adds support for alternative names for organizations, parent organization and employee count.

Is my structured data working?

Syntax is critical, so how do you know if you've done it correctly and that search engines and AI are understanding your data in ways that you're expecting?

Test and validate structured data

It’s important to verify both the structure of your markup and verify that search engines, AI and social media interpret the provided data accurately. The following tools can help with that assessment:

  • Schema Markup Validator: checks for structural errors.
  • Rich Results Test: checks if your page qualifies for enhanced results in search.
  • Meta Tags.io: previews how your meta tags and structured data will display on Google and various social media platforms.
  • AI assistants like Gemini or Copilot can help debug your structured data code snippets, but always confirm the final output with an official validation tool.

Related resources

Topics: Web