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SEO/AEO/GEO

Schema Markup

Structured Data | Schema.org

Portrait of Lukas Horvath, co-founder of Roelu Studio
Lukas HorvathCo-founder

What is Schema Markup?

Schema markup is structured data added to a web page's HTML that helps search engines understand what the content is about. Built on the Schema.org vocabulary and usually implemented as JSON-LD, schema markup labels entities — articles, products, events, FAQs, recipes, organizations — so search engines can display rich results, populate knowledge panels, and feed AI answer engines with reliable, machine-readable context.

Why it matters

Search engines are smart, but they still guess. Schema markup stops the guessing. With it, a product page tells Google exactly which element is the price, the rating, the SKU. A how-to page tells answer engines exactly what the steps are. The payoff is concrete: rich snippets in search results, higher click-through rates, and a much higher chance of being cited in AI Overviews. The teams skipping schema are leaving SERP real estate on the table. It is one of the highest-impact, lowest-effort SEO tasks available, and most sites still ignore it.

How it works

Schema markup is added to pages as a JSON-LD script in the head or body. You pick the right schema type from Schema.org — Article, Product, FAQPage, Organization, BreadcrumbList — and fill in the relevant fields. Modern CMSes like Sanity can generate schema dynamically from structured content fields. For glossary entries, an Article or DefinedTerm schema works well. For product pages, Product schema with offers, ratings, and availability. After publishing, you validate with Google's Rich Results Test to confirm the markup parses cleanly. Then Google decides whether to show rich results — but eligibility is a hard requirement, and schema markup is how you earn it.

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