SEO

What is Schema Markup / Structured Data?

Schema markup is a standardized code vocabulary that you add to your website to explicitly communicate what your content means to search engines and AI systems.

Definition

Schema markup, also called structured data, is a standardized code vocabulary based on schema.org that you add to your website to explicitly communicate what your content means to search engines and AI systems. Rather than leaving Google or an LLM to infer that a page is about a local business, a service, a FAQ, or a review, schema markup tells them directly in a machine-readable format. It is the technical foundation for rich results in search and accurate citations in AI-generated answers.

Why It Matters for Small Businesses

Most small business websites have no schema markup at all. That means search engines and AI systems have to guess at the meaning of your content, which introduces errors, ambiguity, and missed opportunities. Adding even basic schema gives your site a significant technical advantage over unoptimized competitors.

Example

A massage therapy studio adds LocalBusiness schema including name, address, phone, hours, and service area, plus FAQ schema on their services page. Google now displays their hours and location directly in search results, and AI answer engines can extract and cite their service information accurately.

Related Terms

Structured Data for AIThe GEO-specific application of schema markup

Rich ResultsThe visible search benefit of schema markup

E-E-A-TSchema helps communicate credibility signals to search engines

Ready to Get Visible?

Firefly Web Labs helps small businesses build web presence that works in both traditional and AI-powered search.

LET’S TALK →