Schema markup
Structured-data code that labels your content for search engines, making rich results possible.
In depth
What it really means
Schema markup is structured-data code, usually in JSON-LD, that labels what your content is: an article, a product, an FAQ, a review. It helps search engines understand your page precisely and can unlock rich results with extra visual detail.
It also helps AI engines interpret your content, so it is increasingly useful for both search and AI visibility.
Best practices
- Add schema that matches the real content on the page.
- Use it for FAQs, products, reviews, how-tos and articles where relevant.
- Validate markup with a testing tool.
- Keep markup accurate; don’t mark up content that isn’t there.
- Prefer JSON-LD for clean, maintainable markup.
FAQs
What is schema markup?
Structured-data code that labels your content for search engines, making rich results possible.
Does schema improve rankings?
Not directly, but it can earn rich results that boost visibility and click-through, and it helps engines understand your content.
What is a rich result?
An enhanced search listing with extra detail like stars, prices or FAQs, powered by schema markup.
Does schema help AI visibility?
Yes. Clear structured data helps AI engines interpret your content, not just traditional search.
How do I add schema?
Add JSON-LD structured data that matches your content, then validate it with a structured-data testing tool.
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