Schema Markup (Structured Data)

Schema markup is machine-readable code, usually JSON-LD, that states explicitly what a page is about — a service, its price, an FAQ, a business's address and hours — instead of leaving it to be inferred from the text.

It has two distinct payoffs. It can qualify a page for rich results, and — increasingly the more valuable one — it gives AI systems unambiguous facts to quote. A price stated in structured data is far harder to misreport than a price inferred from a sentence.

It must describe what's actually on the page. Marking up content a visitor can't see, or reviews that don't exist, is a policy violation and a manual-action risk.

Why it matters

Among the highest-return technical SEO work available, and the correctness matters more than the quantity. One accurate Organization record beats a dozen speculative ones.

Related terms

Entity SEOEntity SEO is the work of making search engines and AI systems confidently understand what your business is, distinct from similarly named things — th…sameAssameAs is a structured-data property listing the other web pages that represent the same entity — your LinkedIn page, Wikidata entry, GitHub organisat…AEO (Answer Engine Optimization)AEO is optimising content to be the source of a direct answer — in AI results, featured snippets or voice responses — rather than a link the user clic…SpeakableSpeakable is a schema property marking which parts of a page are suited to being read aloud by voice assistants — typically a short summary or direct …

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GEO (Generative Engine Optimization)AEO (Answer Engine Optimization)Entity SEO Knowledge Graph sameAs Speakable llms.txt Information Gain E-E-A-T Topical Authority Internal Linking Crawl Budget Canonical URL Index Bloat NAP Consistency Local Pack Featured Snippet Keyword Research

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