Schema markup
Structured data code, usually JSON-LD, that labels what your content is so search engines and AI systems can interpret it precisely.
In depth
What it really means
Schema turns implicit meaning explicit. A page might obviously be a product page to a human. Schema states it in machine-readable form: this is a Product, this is its price, this is its rating.
The AI-era value is entity resolution. Organization schema with sameAs properties links your site to your LinkedIn, Crunchbase and Wikidata entries, which is how engines confirm you are one entity rather than several similarly named things. See entity SEO.
How it works
- JSON-LD is added in a script tag, usually in the head.
- Crawlers parse it and check it matches the visible content.
- Valid markup makes the page eligible for rich results.
- Entity properties feed the knowledge graph.
Pros & cons
Pros
- Unlocks rich results and larger listings.
- Strengthens entity recognition for both search and AI answers.
- Removes ambiguity about what a page is.
Cons
- No direct ranking effect, which surprises people.
- Marking up content that is not visible risks a manual action.
- It needs maintenance as pages and products change.
Common mistakes
- Marking up FAQs or reviews that do not appear on the page.
- Skipping the sameAs property on Organization schema, which is the single most useful entity signal.
- Never validating, so silent errors block eligibility.
- Adding every schema type available rather than the ones that match.
Best practices
- Use JSON-LD and keep it in the head.
- Mark up only what is genuinely on the page.
- Add Organization schema with sameAs pointing to every profile you control.
- Validate with the Rich Results Test and the Schema Markup Validator.
- Prioritize Organization, Article, Product and BreadcrumbList for most B2B sites.
FAQs
What is schema markup?
Structured data code labelling what your content is, so search engines and AI systems can interpret it precisely rather than inferring it.
Does schema markup improve rankings?
Not directly. It unlocks rich results, which lift click-through, and it strengthens entity recognition, which affects how AI systems describe you.
Does schema help AI visibility?
Yes, mainly through entity resolution. Organization schema with sameAs links confirms your identity across properties, which is what makes an assistant confident about who you are.
Which schema types matter most for B2B?
Organization with sameAs, Article, BreadcrumbList and Product. FAQPage only where genuine questions and answers appear on the page.
Keep reading
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