What is schema markup?
SEO Definition and Examples
Schema markup is structured data in JSON-LD format added to a page's HTML that helps Google and LLMs understand the context and type of the content.
Full Definition: What is schema markup
Schema markup (or structured data) is a standardized code language (schema.org) added to a page's HTML in JSON-LD, Microdata or RDFa format. It helps search engines and AI models understand the type of content: article, product, recipe, event, review, FAQ, etc. Google uses schema to show rich results: review stars, prices, opening hours, expanded FAQs directly in the SERP. LLMs (ChatGPT, Perplexity) use schema to understand a page's context when deciding whether to cite it.
Why Does Schema Markup (Structured Data) Matter for SEO?
Pages with rich results get on average 20-30% more clicks than the same pages without, according to Google. Correct schema per page type is essential for visibility in modern SERPs and for citability in AI.
Source: Google Search Central — Structured DataWhy AI optimization (GEO) matters
of Google searches already show an AI Overview.
BrightEdge, 2025
higher chance of being cited by AI engines when you add sourced statistics.
visibility lift in AI answers for lower-ranked pages that cite sources.
Frequently Asked Questions about Schema Markup (Structured Data)
Related Terms
Technical SEO
AdvancedTechnical SEO covers your site's infrastructure — crawlability, indexing, loading speed, HTTPS and data structure — that lets Google find and understand pages.
Featured Snippet
IntermediateA featured snippet is the box above Google's organic results — "Position 0" — showing a direct answer to a question, extracted from an indexed page.
E-E-A-T
IntermediateE-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework Google uses to assess the credibility and quality of a site's content.
LLM SEO
AdvancedLLM SEO (or GEO) is optimizing content to be cited or recommended by AI models like ChatGPT, Perplexity or Google AI Overviews.
Put Schema Markup (Structured Data) into practice
Explore how to apply this concept to your industry and city.
