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.