Glossary
Schema Markup
Structured data code added to a page to help search engines understand its content.
Definition
Schema markup is a form of structured data — code added to a web page's HTML using vocabulary from Schema.org — that helps search engines understand the meaning and context of the page's content. It acts as a direct description to Google about what your content is: an article, a recipe, a product, an FAQ, a review, an event, or a person.
Why It Matters
Schema markup can dramatically improve how your page appears in search results by enabling rich snippets — enhanced results that display star ratings, prices, FAQs, event dates, or other structured information directly in the SERP.
Examples
Article schemaMarks up a blog post with author, publish date, and headline for Google News
FAQ schemaDisplays expandable questions and answers directly in the SERP
Product schemaShows price, availability, and star ratings beneath product page titles
Breadcrumb schemaDisplays the site's navigation path in search results
Common Mistakes
Adding schema markup that doesn't match the actual visible page content.
Forgetting to validate schema with Google's Rich Results Test before deploying.
Over-using schema — not every page needs markup.
Using outdated markup types.