With schema markup you label content such as organisations, products, articles or frequently asked questions (FAQ) so machines can identify it unambiguously. The underlying vocabulary comes from Schema.org, a shared dictionary for Schema markup is code that describes a page's content in a structured way, so search engines understand it not just as text but as clearly classified information.Open glossary entry → on the web.

Correct framing matters: schema markup is not a ranking trick and not a guarantee for an enhanced search appearance. It is a technical clarity signal. For Google, structured markup can be a prerequisite for certain Rich results are enhanced displays in Google, for example with ratings, prices or breadcrumbs, which can be enabled by suitable structured data.Open glossary entry →, but it never guarantees that they will be shown.

Markup is most useful where it reflects real content:

  • home and about pages,
  • product and service pages,
  • articles, FAQ pages, events and job postings.

A core rule: the markup must match the visible page content and should not be artificially inflated.

What it enables #

Search engines use schema markup for rich results and knowledge panels. AI models use it to extract facts precisely: authorship, dates, prices and definitions become unambiguous instead of guessed from layout. Well-marked-up content is easier to cite correctly — and harder to confuse with someone else's.

Getting started #

  • Pick the type that matches the page's main content (Article, Product, FAQPage, Organization)
  • Describe only content that is visible on the page
  • Embed as JSON-LD (JavaScript Object Notation for Linked Data) is a data format for embedding structured data in a page, separate from the visible HTML. Google recommends it where technically possible.Open glossary entry → in the head — easiest to maintain and validate
  • Validate with the Rich Results Test and monitor errors in Google Search Console (GSC) is a free Google tool that shows how a website performs in organic search, with data on impressions, clicks, click-through rate and average position, plus indexing and technical issues.Open glossary entry →