Schema Markup
Structured data code added to webpages that helps search engines understand content and display rich results.
Definition
Schema markup (also called structured data) is code vocabulary from Schema.org that you add to your HTML to help search engines understand your content's meaning, not just its text. This enables rich results like star ratings, FAQ accordions, recipe cards, event details, and product information directly in search results.
Common schema types include Organization, LocalBusiness, Product, Article, FAQ, HowTo, Event, and Review. Implementation can be done via JSON-LD (recommended), Microdata, or RDFa formats.
Why It Matters
Schema markup can dramatically increase your visibility in search results through rich snippets that stand out from standard listings. Pages with rich results typically see higher click-through rates—studies show increases of 20-30% or more.
Beyond CTR, schema helps search engines understand your content's context, potentially improving rankings for relevant queries and enabling voice search compatibility.
Examples in Practice
A recipe blog implements Recipe schema and sees click-through rates increase 35% as rich cards display cooking time, ratings, and images in results.
A software company adds FAQ schema to product pages, earning expandable FAQ sections in search results that answer common questions.
A local restaurant implements LocalBusiness schema with hours, menu, and reservations, dominating local search with comprehensive listings.