Schema Markup

Schema markup is a standardized vocabulary of tags (microdata, RDFa, or JSON-LD format) that you add to your HTML to help search engines understand the meaning and context of your content. Developed collaboratively by Google, Bing, Yahoo, and Yandex through the schema.org initiative, it provides a common language for describing entities like products, reviews, events, recipes, FAQ sections, organizations, and hundreds of other content types.

When search engines understand your content through schema markup, they can display it as rich results (also called rich snippets) in the search results. These enhanced listings can include star ratings, price ranges, availability status, FAQ accordions, how-to steps, event dates, and other visual elements that make your listing stand out and increase click-through rates. Rich results take up more visual space in the SERP and provide users with useful information before they click.

JSON-LD (JavaScript Object Notation for Linked Data) is Google's recommended format for implementing schema markup because it is added as a script block in the HTML head, keeping it separate from the visible page content and making it easier to maintain. Common schema types for SEO include Organization, LocalBusiness, Product, Article, FAQ, HowTo, BreadcrumbList, and Review. Google's Rich Results Test and Schema Markup Validator tools help you verify that your implementation is correct and eligible for rich results.