Schema Markup
Structured data code added to a webpage to help search engines understand content context and display rich snippets.
Full definition
Schema markup (using the schema.org vocabulary) is code added to HTML to provide explicit context about a page's content. It tells search engines not just what the words say but what they mean — that a number is a price, that a date is an event start time, or that a review refers to a specific product. Implemented via JSON-LD (recommended by Google), Microdata, or RDFa. Common schema types include Organization, LocalBusiness, Article, Product, FAQPage, BreadcrumbList, and Review. While schema does not directly boost rankings, it enables rich snippets that improve visibility and CTR. It also helps Google build knowledge graph connections around your brand.
Real-world example
Adding FAQPage schema to a 10 FAQ questions page causes Google to show an expandable FAQ accordion in search results, increasing the listing's SERP real estate from one line to nine lines.
Related terms
Enhanced search result listings that display additional information — star ratings, FAQs, prices — pulled from structured data markup.
Read definitionThe page displayed by a search engine in response to a query, containing organic results, ads, and features like Local Pack and Knowledge Graph.
Read definitionOptimisation strategies that help businesses appear in local search results and Google Maps for nearby queries.
Read definitionExperience, Expertise, Authoritativeness, and Trustworthiness — Google's quality framework for evaluating content.
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