Schema markup is structured code you add to your website so search engines can understand your content better. It labels information such as products, reviews, events or businesses using standardised data.
Search engines like Google use this structured data to classify content more precisely and sometimes to show enhanced results, known as rich snippets. Extra information can then appear directly in the search results.
How does schema markup work?
Schema markup is based on a shared standard called Schema.org, which defines the data types and properties websites can use.
In practice the code is usually embedded in the page’s HTML in JSON-LD format. Search engines read it and understand better what the page is about.
Typical content that can be marked up with structured data:
- products and prices
- reviews and star ratings
- events
- companies and local businesses
- articles and blog posts
Why schema markup matters for SEO
Structured data helps search engines interpret content more clearly, which raises the chance of your site standing out in the results.
Possible benefits:
- a better presentation in the search results
- a higher click-through rate thanks to rich snippets
- content that is easier for search engines to understand
- a foundation for many modern search features and AI answers