Schema Markup

Definition

Schema markup is structured code added to a website's HTML that labels what the content is, helping search engines and AI systems understand specific details like business hours, reviews, prices, events, and FAQs without having to infer them from plain text. It uses a vocabulary from Schema.org, a shared standard created by Google, Microsoft, and Yahoo. A plumber in Chicago who marks up their service area, business hours, and customer reviews with schema markup is giving Google a cleaner picture of what they do and where they do it.

How It Works

Schema markup is typically written in JSON-LD (JavaScript Object Notation for Linked Data) and placed in the head section of a web page. Each schema type has a defined set of properties. A LocalBusiness schema, for example, includes name, address, phone, hours, and geo coordinates. A FAQ schema includes question and answer pairs.

When Google or an AI system reads your page, it does not need to guess what your phone number is or whether a block of text is a customer review. The schema label tells it directly. This makes your data more reliable and more likely to be used in knowledge panels, AI answers, and SERP features.

Why It Matters

Schema markup is one of the clearest signals you can send to AI systems about what your business is and what your content covers. It is not a guarantee of citation or ranking, but it removes ambiguity. For local businesses, local schema types like LocalBusiness, Service, and Review markup translate directly into better representation in Google's knowledge graph and better chances of appearing in AI-generated local answers.

Example

A restaurant in New Orleans adds Restaurant schema to its site: cuisine type, price range, hours, address, and accepted reservations. It also adds FAQ schema to its FAQ page and Review schema to its testimonial section. Google now has labeled, structured data on every key question a prospective diner might ask. The restaurant starts appearing in AI answers about "best Creole restaurants in New Orleans" with rich data displayed.

Related Terms

Structured Data, Knowledge Graph, Entity Optimization, SERP Features, Answer Engine Optimization

---

If you are working on your business's search visibility and want a practical starting point, the AI Workflow Audit includes a review of your current content and search presence. Calculate how much slow follow-up costs your business while you are at it.