Short definition
Schema Markup is structured data, usually in JSON-LD format, added to a web page to describe its content in a standard vocabulary from Schema.org — such as an Organization, Service, FAQ, Article or Product — so search engines and AI systems can understand it reliably and show rich results.
Common schema types for businesses
- Organization / LocalBusiness — who you are, logo, address, contact, social profiles
- Service and Product — what you offer
- FAQPage — question-and-answer content
- Article / BlogPosting — with author and dates
- BreadcrumbList — where a page sits in the site
Best practices
- Only mark up content that is visible on the page
- Generate schema from the same data as the page so they never disagree
- Validate with Google’s Rich Results Test and the Schema.org validator
- Never add review or rating markup for reviews that aren’t genuine and visible