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SEO

Schema Markup

Schema markup is structured data added to a web page in JSON-LD, Microdata, or RDFa format that describes the page's content using the schema.org vocabulary, helping search engines understand and display the page.

Schema markup does not directly influence rankings, but it unlocks rich results: review stars, FAQ accordions, recipe cards, event listings, product pricing, breadcrumb trails. Rich results dramatically increase click-through rate from search.

JSON-LD is the format Google explicitly recommends. Markup is embedded in a `<script type='application/ld+json'>` tag, separate from the visible HTML. The most-used types for marketing sites are Organization, WebSite, Article, BreadcrumbList, FAQPage, Product, and SoftwareApplication.

Test every implementation in Google's Rich Results Test before shipping. Schema that validates but is irrelevant to the page content (e.g. fake reviews, mismatched product data) can earn a manual action. Honest, accurate schema is the only kind worth deploying.

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Related terms

  • Meta Description

    A meta description is a short HTML attribute that summarises a web page's content and is displayed in search engine results below the page title and URL.

  • Canonical URL

    A canonical URL is the preferred version of a page, declared via the `<link rel='canonical'>` tag, that tells search engines which URL to index when the same content is reachable at multiple URLs.

  • E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

    E-E-A-T is Google's framework for evaluating content quality, standing for Experience, Expertise, Authoritativeness, and Trustworthiness — used by human quality raters and incorporated into search ranking signals.

← robots.txtXML Sitemap →

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