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What is Schema Markup?

Schema markup is structured data added to a webpage in JSON-LD, Microdata, or RDFa format that explicitly tells search engines and AI systems what the content is about. The schema.org vocabulary is the standard used by Google, Bing, Yandex, and most LLM crawlers, defining hundreds of types (Article, FAQPage, Product, Organization, Person, etc.).

Source:schema.org — Full vocabulary ↗

What to know in practice

  • JSON-LD is the recommended format (Google's preferred). It sits in a <script type='application/ld+json'> block in the page head, doesn't affect rendered HTML, and is easiest to maintain programmatically.
  • Highest-impact schemas for AEO: FAQPage (direct Q&A extraction), Article/BlogPosting (author + date + topic), Organization (entity graph), Person (named-author E-E-A-T), HowTo (process extraction).
  • Validate with Google's Rich Results Test (https://search.google.com/test/rich-results) — checks both schema validity AND eligibility for rich result types.
  • AI engines (ChatGPT, Perplexity, Claude, Gemini) parse JSON-LD when present and weight it for citation decisions. Content with proper schema shows 30-40% higher AI citation rate.
Common misconception

Schema markup does NOT directly improve ranking position in Google. It enables rich result eligibility (review stars, FAQ accordions, recipe cards) and helps AI systems extract structured answers — but the underlying ranking signal is the content quality, not the schema wrapper.

Related terms

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