What is Schema Markup?
Structured data code added to web pages that helps search engines understand page content and display rich results.
Full Definition
Schema markup (also called structured data) is a standardized vocabulary of code (Schema.org) that you add to your website's HTML to help search engines understand the meaning and context of your content. Implemented as JSON-LD, Microdata, or RDFa scripts, schema tells Google what type of content a page contains—a recipe, a product, a local business, a review, an FAQ—enabling "rich results" in search: star ratings, prices, FAQ dropdowns, event dates, and more. JSON-LD is Google's recommended format.
Why It Matters
Rich results generated by schema markup dramatically increase SERP visibility and CTR. Pages with FAQ schema can appear twice as large in search results. Product schema adds star ratings visible directly in search listings. Local business schema powers the knowledge panel. Research shows rich results earn 20-30% higher CTR than standard blue-link listings. Schema is one of the highest-leverage technical SEO improvements available.
How to Improve Your Schema Markup
- 1
Start with the schema types most relevant to your business: LocalBusiness, Organization, Article, Product, or Service
- 2
Implement FAQPage schema on your FAQ and service pages—it generates FAQ dropdowns in search results and significantly expands your SERP footprint
- 3
Use Google's Rich Results Test to validate your schema before deployment and catch errors
- 4
Add BreadcrumbList schema to help Google understand your site hierarchy and display breadcrumbs in search results
- 5
For blog content, always implement Article or BlogPosting schema with datePublished, author, and image properties
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