Schema markup is code you add to a page that tells search engines exactly what your content is.
It uses a shared vocabulary (schema.org), usually added as JSON-LD. It turns plain text into something machines understand: "this is a recipe", "this is a product with a price and rating".
The simple version: Labels for machines, so Google and the AIs read your page without guessing.
Why it matters
- Supported rich results. Relevant markup can make a page eligible for features such as product information; Google decides whether to show them.
- Machine-readable context. Explicit properties describe the visible content, without guaranteeing AI citations.
- Feature eligibility. Many SERP features only show for pages with valid schema.
Common types
- Article. For blog posts and guides.
- Product & Review. For prices, availability and star ratings.
- FAQ & HowTo. These vocabulary types still exist, but Google no longer displays their rich results.
The shared vocabulary is defined at schema.org.
Frequently asked questions
Is schema markup a ranking factor?
Structured data does not guarantee rankings or rich results. Use accurate, relevant markup to describe the page, and check the requirements for supported search features.
What format should I use for schema?
JSON-LD is the format Google recommends. It sits in a script tag and keeps the markup separate from your visible content, which makes it easy to manage.
How do I test my schema?
Use Google’s Rich Results Test and the Schema Markup Validator. They flag errors and show which rich results your page is eligible for.
Further reading: Google structured-data policies; Google feature retirement updates.