What is schema markup?
Structured data that tells a machine what a page is about, rather than making it infer.
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What is schema markup?
Schema markup is structured data embedded in a page using the Schema.org vocabulary, usually as JSON-LD. It states explicitly what the content represents — an organisation, an article, a set of questions and answers, a service — so machines do not have to infer it from the text.
What it does for you
- Enables rich results in search — FAQ expansions, breadcrumbs, article details.
- Helps search engines and AI assistants attribute content to the right entity.
- Makes facts extractable, which is central to being cited by AI answer engines.
- Connects your organisation across the site, schema and external profiles consistently.
The types that matter for most businesses
| Organization / LocalBusiness | Who you are, where, how to contact you. |
|---|---|
| WebSite | Site-level information including internal search. |
| BreadcrumbList | Where a page sits in the hierarchy. |
| FAQPage | Questions and answers, eligible for rich results. |
| Article / BlogPosting | Author, dates, word count and reading time. |
| Service | What a service page actually offers. |
| Person | Leadership profiles, connected to the organisation. |
It describes, it does not embellish
Schema must reflect what is genuinely on the page. Marking up questions that do not appear, or ratings that do not exist, is a policy violation and risks manual action. It is a description layer, not a place to make claims.
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