Glossary
What is Schema Markup?
Also called: Structured data, JSON-LD
Definition
Schema markup is code added to a web page that describes its content (a business, a person, a service, an article, an FAQ) in a standard format search engines and AI tools can read.
Humans read your page; machines read your schema. It uses the shared vocabulary from schema.org, usually written in a format called JSON-LD, and is invisible to visitors.
Useful schema types for small businesses
- Organization / LocalBusiness: who you are, logo, contact details, social profiles
- Person: the expert behind the business
- Service: what you offer and where
- Article: blog posts, with author and dates
- FAQPage and BreadcrumbList: page structure
Schema doesn’t guarantee rich results or AI citations, but it removes guesswork about who you are and what your pages are about. Every page on this website uses it.