What it means
Using the Schema.org vocabulary (usually as JSON-LD), you tag a page''s elements — this is a product, a price, a review, an FAQ, an article, an organisation. It does not change what users see directly; it tells machines what the content means.
Why it matters
Structured data unlocks rich results (star ratings, FAQs, prices in the SERP) that lift click-through, and it makes your content far easier for AI engines to parse and cite. As search shifts from links to answers, machine-readable pages have a real advantage.