A comprehensive guide to structured data and schema markup for website operators. It explains the basics of structured data, its importance for SEO through rich results and the benefits for websites. The guide provides an overview of Schema.org and the different formats such as JSON-LD, highlighting JSON-LD as the preferred method. Furthermore, numerous schema markup variants for different content types are described in detail, including application examples and SEO benefits. Finally, implementation guidelines, test procedures and common mistakes are explained and an outlook on the future importance of schema markup is given.

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