Schema markup (structured data)

Schema markup is code you add to a page that labels its content for machines — this is a product, this is a price, this is an FAQ. It helps search and AI engines understand a page precisely, and can unlock rich results.

Schema markup — also called structured data — is code added to a page that labels what its content actually is, using the shared vocabulary at Schema.org. It tells a machine “this is an organisation,” “this is a price,” “this is an FAQ,” “this is a definition,” rather than leaving it to guess from the text.

Two things come from that clarity. First, search engines can show rich results — star ratings, FAQ dropdowns, event details — that make a listing stand out and earn more clicks. Second, and increasingly important, answer engines and AI models lean on structured data to understand and represent a brand correctly. It’s one of the most direct ways to reduce the chance a machine gets you wrong.

It’s a technical layer of on-page SEO that we build into every page. The payoff for AI visibility is covered in GEO.

Quick recall

What is schema markup? Code that labels a page’s content for machines using the Schema.org vocabulary.

What does it unlock? Rich results in search (ratings, FAQs) and more accurate understanding by AI engines.

Is it the same as structured data? Yes — the two terms are used interchangeably.