Schema Markup (Structured Data)

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 structured dataSchema 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 resultsRich 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-LDJSON-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 Search ConsoleGoogle 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 →