Definition
Schema markup is structured data using the schema.org vocabulary that describes a page's content, such as a product, article or business, for machines.
Schema markup explained
Search engines can read text, but structured data removes guesswork. Schema markup states explicitly that a page is about a product with a given price and availability, an article by a named author, an organization with a particular logo and profiles, or an event on a certain date.
Google uses structured data to understand pages and to make them eligible for rich results, such as product details, breadcrumbs or video information in search results. Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD. It is clear that structured data doesn't guarantee a rich result: the page must meet the feature's requirements and guidelines, and Google decides whether to show it.
Markup must describe what is visible on the page. Marking up reviews, prices or FAQs that visitors can't see breaches Google's guidelines. Consistent Organization and Person markup across a site also supports entity clarity, which helps search engines and AI systems connect facts about your brand.
Example
Your recipe pages add Recipe markup describing ingredients, cooking time and ratings shown on the page. Google can now understand each recipe precisely and may display it with a photo and cooking time in search results.
Why it matters
Accurate structured data helps search engines understand your pages and can earn richer, more clickable listings.
Related service
Technical SEO
Crawlability, indexing, structured data and rendering fixes so search engines and AI crawlers can read your site.
Technical SEO servicesSources
- Google Search Central: Introduction to structured data markup (updated 10 Dec 2025)
Published by Vidern, founded and led by Malhar Shah. Updated .
Find out what's holding your site back
Get a free SEO audit with prioritized fixes, delivered within 48 hours.
Related terms
- JSON-LD (JavaScript Object Notation for Linked Data)JSON-LD is the format Google recommends for structured data, added to a page inside a script tag separate from the visible HTML.
- Rich resultsRich results are search listings with extra visual details, such as ratings, prices, images or breadcrumbs, usually enabled by structured data.
- EntityAn entity is a distinct, well-defined thing, such as a company, person, product or place, that search engines and AI models recognize and connect to facts.
- Product schemaProduct schema is structured data describing a product's name, image, price, availability and reviews, making the page eligible for richer listings.