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SEO

What is Schema.org / Structured Data?

A shared vocabulary for marking up information on web pages (products, prices, organisations, articles) in fields machines can read; used for Google rich result eligibility, with no ranking guarantee.

Detailed definition

Schema.org is a shared vocabulary developed jointly by Google, Microsoft, Yahoo and Yandex, usually written in JSON-LD inside <script type="application/ld+json">. Common types: Organization, LocalBusiness, Product, Article, BreadcrumbList, Service, Event. Correct markup can make suitable pages eligible for Google rich results such as product, article or breadcrumb results; whether they are shown is Google's decision. FAQ and HowTo rich results are no longer shown on Google. Google states that structured data is not required for its generative AI features and that there is no special schema.org markup to add for them.

Examples

  • Product schema marks up price and stock status; if the page is eligible, Google may show it as a product rich result (this is not guaranteed).
  • FAQPage schema can be added and does no harm, but because Google no longer shows FAQ rich results, no expandable question box appears in the search results.

Related terms

SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines. GEO (Generative Engine Optimization) Work aimed at getting a brand mentioned accurately and consistently in AI answers from ChatGPT, Perplexity, Gemini and similar tools; according to Google, it is a continuation of SEO. On-Page SEO The SEO optimisation carried out on the page itself: title, meta description, heading hierarchy and content quality. Backlink A link given to your site from another site. One of the most important off-page signals in SEO. Canonical URL The <link rel="canonical"> tag that tells Google the "main" URL of a page.
Category SEO

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From the same category

Other terms in the SEO category

hreflang The link attribute that states which language sits at which URL on multilingual or multi-region sites. Meta Description The short description that can appear under the title in Google search results. It is not a ranking factor but influences whether people click. SERP (Search Engine Results Page) The search engine results page — the mix of organic results, ads and rich snippets the user sees after searching. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) The framework Google uses in quality assessment: experience, expertise, authoritativeness and trust. It is not a direct ranking factor. Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS. LCP (Largest Contentful Paint) How long the page's main content block (usually the hero image or heading) takes to load. Good: <2.5s, poor: >4s.
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