SEO

What is Schema Markup?

Schema markup is structured data code added to a website that helps search engines and AI systems understand the content — enabling rich results and clearer entity recognition.

Definition

Schema markup is structured data implemented on web pages using the Schema.org vocabulary, typically in JSON-LD format. It provides search engines and AI systems with explicit, machine-readable information about a page's content — what type of entity a business is, what services it offers, where it's located, what its hours are, and more. Schema markup is the primary technical tool for communicating structured information directly to AI retrieval systems.

Why It Matters for Small Businesses

Schema markup removes guesswork. When a business implements LocalBusiness, Service, FAQPage, and other relevant schema types, AI systems and search engines can retrieve accurate information with confidence rather than inferring it from prose. This directness translates to better entity recognition, stronger Knowledge Graph signals, and higher probability of being retrieved and cited in AI-generated answers.

Example

A chiropractic clinic adds LocalBusiness schema (name, address, phone, hours), MedicalBusiness schema (specialty, accepted insurance), and FAQPage schema (common patient questions). When a patient asks an AI assistant about chiropractors in their area, the AI retrieves the clinic's structured data with confidence and includes it in its answer with accurate details.

Related Terms

Structured Data for AIThe broader concept schema markup implements

Rich ResultsSearch enhancements enabled by schema markup

Knowledge GraphWhere schema signals contribute entity data

Entity RecognitionHow AI uses schema to identify businesses

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