What is Schema Markup?
Schema markup, also known as structured data, is a type of code added to a website to help search engines understand the content more clearly. It uses a standard vocabulary called Schema.org and is typically implemented using JSON-LD (JavaScript Object Notation for Linked Data).
Structured data enables enhanced search results known as “rich results”, these may include reviews, FAQs, product information, events, and more, depending on the content.
Why Schema Markup Matters
Search engines aim to deliver the most accurate and relevant results to users. Schema markup improves their ability to interpret content, which can lead to better visibility and click-through rates in search results.
Benefits include:
- Eligibility for rich results in Google (e.g. star ratings, recipe cards, event dates)
- Improved indexing and context for search engines
- Increased organic click-through rates (CTR)
- Enhanced user experience in search
Schema doesn’t directly affect rankings, but the improved appearance in search can drive more engagement and traffic.
Example in Use
A product page might include structured data like this:
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Wireless Bluetooth Headphones",
"brand": {
"@type": "Brand",
"name": "SoundMax"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.6",
"reviewCount": "253"
}
}This data allows Google to display star ratings and product details directly in the search results.
Related Terms
- Rich Snippets
- JSON-LD
- Technical SEO
- Metadata
- Google Search Console