Schema Markup

Schema markup is structured data added to a page using the Schema.org vocabulary so search engines can understand what the content represents.

Schema.org is a shared vocabulary, maintained jointly by Google, Microsoft, Yahoo, and Yandex, that defines types like Article, Product, Recipe, Organization, and FAQPage along with the properties each type can have. Schema markup applies that vocabulary to a specific page, labeling its content so a machine reads not just words but meaning: this string is a price, this number is a rating, this person is the author. The recommended format for adding it is JSON-LD, a block of JSON placed in the page that describes the entity without touching the visible HTML.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Trail Running Shoe",
  "offers": {
    "@type": "Offer",
    "price": "120.00",
    "priceCurrency": "USD"
  }
}
</script>

Schema markup does not directly raise rankings, but it makes a page eligible for rich results and helps search engines and AI systems parse your content with confidence. The data must describe content that is genuinely on the page; marking up invisible or false information violates Google's guidelines. Validate every implementation with the Rich Results Test or Schema Markup Validator before relying on it.

Related: Structured data check, Rich Results, Machine-readable entity HTML