What is Schema Markup?
Structured Data (schema.org)
Definition
Schema markup is machine-readable code (usually JSON-LD) added to a page that tells search engines and AI exactly what the content is — a business, an article, a FAQ, a review, an event. It powers rich results like star ratings and FAQ dropdowns, and gives LLMs clean facts to quote.
Search engines are good at reading text but better at reading structure. Marking a page up as LocalBusiness with address, hours and geo — or an article with author, dates and FAQs — removes ambiguity, unlocks rich-result eligibility, and strengthens your entity in Google's Knowledge Graph.
For AI search, schema doubles as ground truth: consistent Organization, Person and Service markup across a site is one of the clearest signals engines use to resolve "who is this company and what do they do". The rules: mark up only what's visible on the page, and never fabricate reviews or ratings.
Example
A service page adds FAQPage schema for its six visible questions. Google begins showing two of them directly under the listing — the result takes more screen space and CTR rises without any ranking change.
Why it matters
It's one of the few SEO tasks with binary payoff: pages with valid markup are eligible for rich results and clean AI extraction; pages without simply aren't.
Not directly — it improves how results display (rich snippets) and how confidently machines understand your entity. The CTR and entity-clarity gains are real, which indirectly helps everything else.
Ready when you are
Let's build something worth talking about.
30-minute intro call. We'll listen, sketch the shape of a plan, and tell you honestly if we're the right partner — or who else might be.