What is Schema Markup?

Definition

Schema markup is structured data vocabulary added to web pages that helps search engines understand content meaning and context, enabling enhanced search result features.

Why schema markup matters

Schema markup matters because it removes ambiguity for search engines. Rather than inferring what your content means, you explicitly declare it—this is a product, this is the price, these are the reviews.

Schema markup enables rich snippets and other enhanced SERP features. Without proper markup, your content can't appear with stars, prices, FAQs, or other visual enhancements that attract clicks.

For AEO (Answer Engine Optimization), schema markup helps AI systems understand and accurately cite your content. As answer engines become more important, structured data becomes essential for visibility.

Key concepts and types

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Schema.org vocabulary
The standardized set of types and properties used in schema markup.
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JSON-LD format
The recommended script-based format for adding schema markup to pages.
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Rich results eligibility
How proper schema markup qualifies pages for enhanced search displays.
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Entity definition
Clearly identifying people, places, organizations, and concepts on your pages.
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Nested schemas
Combining multiple schema types to fully describe complex content.

Common misconceptions

✕Schema markup directly improves rankings
✕You need schema markup for every page
✕Any schema markup will trigger rich snippets
✕Schema markup is difficult to implement
✕Google uses all schema types equally

Related terms

FAQs

What types of schema markup are most important?

Focus on Organization, LocalBusiness (if applicable), Article, Product, FAQ, and Review schemas. Prioritize schemas that match your content types and can generate rich results.

How do you add schema markup to your site?

Use JSON-LD format (recommended by Google) added to your page's head section. Many CMS platforms have plugins that simplify implementation. Test with Google's Rich Results Test tool.

Does schema markup help with rankings?

Schema markup isn't a direct ranking factor, but it helps search engines understand your content better and can earn rich snippets that improve CTR. Both benefits support overall SEO performance.