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Definition
Schema markup (structured data) is code added to web pages that helps search engines understand the content. Using vocabulary from Schema.org, it enables rich results in Google — star ratings, FAQ accordions, recipe cards, product prices, and other enhanced search listings.
Schema markup provides explicit, machine-readable information about a page's content. Instead of search engines guessing what a page is about, schema tells them directly: "This is a Product with a price of $29.99 and a rating of 4.5 stars" or "This is an Article published on January 15, 2025 by Jane Smith." Google uses this data to create rich results that stand out in search listings.
The most commonly used schema types include: Article, Product, FAQ, HowTo, Recipe, LocalBusiness, Event, Review, Organization, and BreadcrumbList. Schema can be implemented in three formats: JSON-LD (recommended by Google — a script block in the page head), Microdata (HTML attributes inline with content), and RDFa (another inline attribute format).
Rich results driven by schema markup significantly improve search visibility and click-through rates. FAQ schema can double a listing's height in search results. Product schema shows prices and ratings directly in search. HowTo schema creates step-by-step previews. Google's Rich Results Test tool validates your schema implementation and shows what your rich results will look like.