Glossary

Schema markup (structured data)

Definition

Schema markup is code added to a page, usually in JSON-LD format and using the schema.org vocabulary, that tells search engines and AI systems exactly what the page is about: an organization, a product, an article, an FAQ.

Example

A recipe page marks up cooking time, ingredients and rating, so search engines can show them right in the results.

Common mistakes

Marking up things that are not visible on the page — that breaks the search engines’ rules.
Copying markup from another site with their name or data left in it.
Never checking it: one syntax error can make the whole block unreadable.

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