What is Schema Markup?
- Schema Markup
- Schema markup is structured data embedded in a web page that states machine-readable facts about the page and the business behind it, most commonly written as JSON-LD in a script tag. Search engines and AI assistants parse it to establish what a page is, who published it, and how it relates to other things they already know.
01 In practice
The value of schema markup has shifted rather than declined. Google withdrew most FAQ and HowTo rich results in 2023, so the snippet payoff largely went; the parsing payoff grew, because models building answers read the graph and it is the cheapest way to state a fact in a form that does not depend on prose being interpreted correctly.
The failure mode is silence. A JSON-LD block with a syntax error is discarded whole by every consumer, with no warning and no visible change to the page, so a site can carry carefully considered markup and be read as having none.
The work behind it
Tell the models what you are.
Markup that tells models what your business is, on pages that render without JavaScript.