Schema markup (also called structured data) is code added to web pages that uses a standardized vocabulary from Schema.org to explicitly tell search engines what the content on a page means — not just what it says. While search engines can often infer meaning from content, schema markup removes ambiguity by labeling elements precisely: this is a Person, this is their JobTitle, this is a Product with a Price. Schema.org was created in 2011 as a joint collaboration between Google, Bing, Yahoo, and Yandex to establish a common vocabulary for structured data.

Schema Formats and Types

Schema markup can be implemented in three formats: JSON-LD (the recommended format — a JavaScript block in the page head), Microdata (HTML attributes embedded in content elements), and RDFa (similar to Microdata but with different syntax). JSON-LD is preferred because it doesn't require changes to visible HTML and is easier to maintain. There are hundreds of schema types covering everything from Articles, Products, Events, Recipes, and FAQs to LocalBusiness, Person, Organization, and BreadcrumbList. Each type has specific properties that provide structured information about that entity.

Rich results: Implementing eligible schema types can unlock rich results — visually enhanced SERP listings with stars, images, prices, FAQ dropdowns, or other features. However, adding schema doesn't guarantee rich results; Google evaluates the quality and relevance of the page before displaying enhanced features.

Why It Matters for SEO

Schema markup delivers both direct and indirect SEO benefits:

  • Eligible pages can earn rich results that dramatically increase click-through rates
  • Schema helps Google correctly categorize and understand your content
  • Entity markup (Organization, Person) contributes to Knowledge Graph and brand understanding
  • FAQ and HowTo schema can earn expanded SERP real estate
  • Local business schema helps with local pack visibility and accurate Business Profile data