What Is Schema Markup?
Schema markup is a form of structured data — a standardized vocabulary of code added to a web page — that helps search engines understand the meaning of your content and display enhanced “rich results.”
Why it matters
Schema markup doesn’t just help search engines read your page; it enables rich results like star ratings, FAQs, event details, and product prices that make your listing stand out and improve click-through rate. It’s also increasingly important for AI search and voice assistants, which rely on structured data to extract precise answers. The recommended format is JSON-LD.
Example
Adding Recipe schema to a cooking page can produce a rich result showing cook time, calories, and a star rating right in the SERP. This very glossary uses DefinedTerm schema so search engines recognize each entry as a defined term.
Common types of schema markup
Popular schema types you can add to a site include:
- Article and BlogPosting — for editorial content.
- Product and Review — to earn star ratings and price rich results.
- FAQPage and HowTo — for expandable answers in the SERP.
- LocalBusiness — critical for local SEO and map visibility.
- Breadcrumb, Organization, and DefinedTerm (used on this glossary).
Ready to put this into practice?
Implementing structured data correctly is part of our technical SEO services — let’s talk about your goals.