Schema Markup

Definition

Schema Markup uses the Schema.org vocabulary (often via JSON-LD) to describe entities and properties on a page — such as FAQ, Article, Product, Course, Organization, and WebSite.

Why it matters

• Helps search engines understand content semantics
• Improves eligibility for rich results (FAQ, product, review, etc.)
• Supports AEO by making answers easier to extract and cite
• Establishes formal relationships between site and entities (brand, author)
• Powers various Google Search features (Knowledge Panel, Carousel)
• Improves local search results (LocalBusiness schema)
• Increases chances of being selected for voice search answers

How to implement

• Pick the right type (FAQPage/Article/Organization/WebSite...)
• Ensure markup matches visible content
• Validate syntax and recommended fields
• Keep schema relevant per page (avoid dumping everything on homepage)
• Use @id and @graph to organize complex entity relationships
• Follow Google's structured data guidelines for compliance
• Regularly check markup errors and warnings in Search Console

Examples

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is Schema Markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema Markup uses Schema.org vocabulary to describe page content."
      }
    }
  ]
}

// WebSite + SearchAction (enables sitelinks search box)
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "@id": "https://example.com/#website",
  "name": "Developer SEO Hub",
  "url": "https://example.com",
  "potentialAction": {
    "@type": "SearchAction",
    "target": "https://example.com/search?q={search_term_string}",
    "query-input": "required name=search_term_string"
  }
}

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