Schema markup (structured data) is a standardised vocabulary you use to tell search engines and AI, in machine language, what is on your page: that this is a business, that a review, this an opening time. So the machine does not have to guess.
Why it matters
Google and AI systems read text, but structured data makes the meaning unambiguous. That brings two things: better presentation in search results (so-called rich results like FAQ expanders or review stars) and a more reliable machine understanding that also helps in AI search.
The most important types
- Organization / LocalBusiness: who you are, address, contact, locations
- FAQPage: questions and answers that can appear as an expandable snippet
- Article: for guides and blog posts, with author and date
- Service / Offer: your services listed machine-readably
- BreadcrumbList: navigation path for clearer results
How it is added
The most common format is JSON-LD, a small code block in the page source. Important: the markup must match the visible content, invented or hidden data violates the guidelines and can hurt you. Everything can be checked with Google's Rich Results Test.
Structured data is a building block of AEO and GEO and supports classic SEO at the same time.
Want to put this to work for your business? We review your website for free in classic and AI search and show the biggest levers.