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Business & Retail Tech

What is Schema Markup?

Quick answer

Structured data code added to web pages that tells search engines exactly what the content is, such as a product, recipe, event, or business.

Schema Markup, explained

Schema markup uses a shared vocabulary from Schema.org, a project founded in 2011 by major search engines. It is usually added in JSON-LD format, a small block of code that describes page content in machine-readable terms: a restaurant's name, address, opening hours, and menu, for example, or a product's price and availability.

Search engines can use this data to display rich results, such as star ratings, event dates, FAQ answers, or recipe cooking times, directly in search listings. For example, a bakery could mark up its business details and opening hours so they appear accurately in search. Schema markup does not guarantee rich results or higher rankings, and markup must match what is visible on the page. Testing tools from search engines help check that it is valid.

Related terms

Answer Engine Optimization

Structuring content so search engines, voice assistants, and AI tools can pull it out as a direct answer to a user's question.

JSON

JavaScript Object Notation: a lightweight, text-based format for storing and exchanging structured data.

Search Engine Optimization

The practice of improving a website and its content so it ranks higher in unpaid search engine results and attracts more visitors.

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