Jargon Buster / Schema Markup
Schema Markup.
Search & AI VisibilityCode added to a page that tells search engines exactly what it describes: a business, product, article or event.
What is schema markup?
Schema markup is structured data, added to a web page's code, that tells search engines exactly what the content represents: a local business, a product, a person, an event or an article. It uses the shared Schema.org vocabulary, and Google recommends the JSON-LD format. Visitors never see it, but it helps machines interpret the page without guessing.
Why it matters
Schema can make pages eligible for rich results in Google, such as review stars, product prices, event details and breadcrumbs, which help a listing stand out. It also states key business facts, such as your address, opening hours and services, in a form machines read reliably. For an SME, that clarity reduces the chance of Google or an AI tool getting basic details about you wrong.
The useful types
- Organization or LocalBusiness Your name, logo, address, contact details and links to official profiles.
- Product and Offer Prices, availability and reviews for anything sold online.
- Article and author Headline, author and publish date for guides and news content.
- Breadcrumb trails Shows where a page sits in your site structure.
- Event details Dates, location and booking details for workshops, open days or webinars.
The honest view
Schema is useful plumbing that gets oversold. It does not directly boost rankings, and Google has been retiring rich result types: FAQ rich results, once a favourite trick, were dropped for all sites in May 2026. Google's 2026 guidance on generative AI features also says no special schema is needed to appear in them.
Treat claims that schema is the secret to AI visibility with caution. Use it to describe your business accurately, and keep it consistent with what is visible on the page.
What to do about it
Run your home page and a key service page through Google's Rich Results Test and the Schema Markup Validator to see what is already there. Most modern website platforms add basic schema, but it is often incomplete or wrong. Make sure your Organization or LocalBusiness details match your Google Business Profile exactly. Then add the types that fit what you publish, and check Search Console for structured data errors.
Related terms.
Technical SEO
The behind-the-scenes work that lets search engines crawl, render, understand and index your website.
Search & AI VisibilitySee more AAEO (Answer Engine Optimisation)
Shaping your content so search engines and AI assistants choose it as the direct answer to a question.
Search & AI VisibilitySee more LLocal SEO
Improving your visibility in searches with local intent, such as 'accountant near me' or 'plumber Cardiff'.
Search & AI VisibilitySee more GGoogle Search Console
Google's free tool showing how your site performs in search, which queries find you and what is broken.
Search & AI VisibilitySee moreGot a question about your own setup? Let's talk.
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