GlossaryTechnical SEO
Schema markup
Also called: Schema.org
Schema markup is code from the schema.org vocabulary that labels what a page contains, such as a product, article, FAQ or organization.
Schema markup is a set of labels you add to a page's code to describe its content in a standard way. It uses the shared schema.org vocabulary, and is usually written in JSON-LD. You might mark up an article, a product with a price, an organization, or a person.
It helps search engines understand your content and can make a page eligible for rich results, like review stars or product details. Google decides when and whether to show them, and has reduced some types over the years. Markup doesn't directly improve rankings, and it must match what's visible on the page.
Practical point: start with the basics that fit your site, such as Organization, Article and Product where relevant. Validate it with Google's Rich Results Test or the Schema Markup Validator. Don't mark up content that isn't on the page, because that can lead to a manual action.
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