What is schema markup?

Schema markup is structured data added to a web page, using the shared Schema.org vocabulary, that tells search engines and AI tools exactly what the page describes, such as an organisation, an article, a product, a set of questions or a service. Google recommends adding it as JSON-LD in a script tag.

What it does

Markup turns implied meaning into explicit facts, such as who published a page, what a service is or which questions a page answers. Search engines use it to understand pages and, for some types, to show rich results.

Common types

Organization, WebSite, BreadcrumbList, Article, Service, FAQPage, Product and DefinedTerm, which describes glossary entries like this one. Markup must match what is visible on the page; marking up content that is not there goes against Google's guidelines.

Schema and AI answers

Clear, accurate structured data helps answer engines connect a page to the right entity and topic, which supports AEO and GEO. It complements good content; it does not replace it.

Want this working on your site?

Tell us about your site and what you want it to do, and we will say what we would change first.