Schema markup is a type of structured data added to a website's code to help search engines better understand the content on a page. Rather than guessing what a page is about, search engines can read explicit signals that describe things like organisations, services, reviews, events, products or FAQs.
Schema markup uses a standard vocabulary, most commonly implemented in JSON-LD format, which is recommended by Google. It does not usually change how a page looks to users, but it can influence how a page appears in search results by enabling enhanced listings such as rich results, star ratings, FAQs, breadcrumbs or business details.
The main purpose of schema markup is clarity. By defining content in a structured way, you reduce ambiguity for search engines and improve their ability to match your pages to relevant queries. While schema markup is not a direct ranking factor, it supports better indexing, improves eligibility for rich results and can increase click-through rates by making listings more informative and visually distinct.
Schema can be applied at page level or sitewide, depending on the type. Common examples include Organisation, LocalBusiness, Article, Product, FAQPage and BreadcrumbList. Accuracy matters: incorrect or misleading schema can be ignored or flagged by search engines.
Example: A local business website uses LocalBusiness schema to define its name, address, opening hours and service area, helping search engines display accurate business details directly in search results.
Schema markup only adds value when it's accurate and aligned with your site structure — see how our SEO services implement structured data correctly.