Schema Markup
Definition
Schema Markup
Schema markup is a structured markup vocabulary that helps search engines and AI understand web page content.
Timothé Merle(Co-founder Hikoo - Expert AEO/GEO)
Updated on
TL;DR
Key Definition
Schema markup (schema.org) is JSON-LD code added to your pages to explicitly describe content: articles, FAQs, products, organizations. It improves rich snippets and helps AI extract precise information.
Importance
Why Does It Matter?
- Improves rich snippets in Google
- Helps AI understand content structure
- Facilitates precise information extraction
- Strengthens AI Overview eligibility
- Universally recognized standard
How Does It Work?
Schema markup adds a layer of structured metadata to your HTML.
JSON-LD Format
The recommended format is JSON-LD, a script inserted in the page head containing structured data.
Common Types
FAQPage, HowTo, Article, Product, Organization, BreadcrumbList are the most used types for GEO.
Metrics
How Do You Measure It?
- Validation with Google testing tool
- Rich snippet appearances
- Errors in Search Console
- CTR of pages with schema vs without
Pitfalls
What Are the Common Mistakes?
- Implementing incorrect or incomplete schema
- Marking content not visible on page
- Forgetting to validate after implementation
- Not updating when content changes
What Should You Do First?
Follow these steps to get started.
- Identify relevant schema types for your pages
- Implement FAQPage on pages with FAQ
- Add BreadcrumbList for navigation
- Use Article for editorial content
- Validate with Google Rich Results tool
- Monitor errors in Search Console
Examples
FAQPage Schema
Adding FAQPage schema to your glossary allows Google to display questions directly in results.