Google uses structured data to understand the content on the page. You can provide specific information about your site, which can help your site display in richer features in search results. Structured data is a standardized format for providing information about a page and classifying the page content.
Structured data is coded using in-page markup on the page that the information applies to. You should not add structured data about information that is not visible to the user, even if the information is accurate. You must include all the required properties for an object to be eligible for appearance in Google Search with enhanced display.
JSON-LD is the recommended format for adding structured data.
Article: A news, sports, or blog article displayed with top stories carousel and rich result features, such as headline text and larger-than-thumbnail images.
Book: Book actions that enable users to buy the book that they find directly from Search results.
Breadcrumb: Navigation that indicates the page's position in the site hierarchy.
Carousel: Rich results that display in a sequential list or gallery. Most often, the carousel features articles from a single site (host carousel). The carousel can also feature a variety of publishers, like top stories. This feature works best when used in combination with one of the following features: Article, Recipe, Course, Restaurant, Movie.
Course: Educational courses that appear in a provider-specific list. Courses can include the course title, provider, and a short description.
Critic review: A snippet from a longer review article that a single editor has created, curated, or compiled for a publisher. Critic reviews can be about Book, Movie, and Local business.
Dataset: Large data sets that appear in Google Dataset Search.
Employer Aggregate Rating: An evaluation of a hiring organization compiled from many users that's displayed in the job search experience on Google.
Event: An interactive rich result that shows a list of organized events, such as concerts or art festivals, that people may attend at a particular time and place.
Fact Check: A summarized version of a credible site's evaluation of a claim made by others.
FAQ: A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic.
How-to: A How-to walks users through a set of steps to successfully complete a task, featuring video, images, and text.
Job Posting: An interactive rich result that allows job seekers to find a job. The job search experience on Google can feature your logo, reviews, ratings, and job details.
Job Training: An interactive rich result that helps job seekers and prospective students find a job training program.
Local Business Listing: Business details displayed in the Google Knowledge Graph, including open hours, ratings, directions, and actions to book appointments or order items.
Logo: Your organization's logo in search results and Google Knowledge Graph.
Movie: The movie carousel helps users explore lists of movies on Google Search. You can provide details about the movies, such as the title of each movie, director information, and images.
Occupation: Salary estimate information, such as salary ranges and region-based salary averages for job types, displayed in the job search experience on Google.
Product: Information about a product, including price, availability, and review ratings.
Q&A: Q&A Pages are web pages that contain data in a question and answer format, which is one question followed by its answers.
Recipe: Recipes that display as an individual rich result or part of a host carousel.
Review snippet: A short excerpt of a review or a rating from a review website, usually an average of the combined rating scores from reviewers. A review snippet can be about Book, Recipe, Movie, Product, Software App, and Local business.
Sitelinks Searchbox: A search box that is scoped to your website when it appears as a search result.
Software App: Information about a software app, including rating information, a description of the app, and a link to the app.
Speakable: Allow search engines and other applications to identify news content to read aloud on Google Assistant-enabled devices using text-to-speech (TTS).
Subscription and paywalled content: Indicate paywalled content on your site to help Google differentiate paywalled content from the practice of cloaking.
Video: Video information in search results, with the option to play the video, specify video segments, and live-stream content.
A rich result is a result that contains graphical elements, including review stars, thumbnail images, or some kind of visual enhancement. There are many types of rich results that are linked to the specific content type such as book, movie, article, and so on.