Glossary · Glossary

Schema Markup

Schema markup is structured data that uses vocabulary such as Schema.org to describe page entities and properties.

Schema markup is structured data written with a vocabulary such as Schema.org. It lets publishers describe page entities and properties in a way that search systems can parse.

In practice, schema markup is often written as JSON-LD in the page head or body. The markup should describe the real page, not a version of the page the publisher wishes existed.

Why it matters

Schema markup gives editors and developers a shared language for describing articles, organizations, breadcrumbs, products, events, FAQs, and other page types. That common vocabulary can make implementation and review more precise.

For GEO and AI answer visibility, schema markup is not magic. Its value is that it supports clarity. The page still needs visible content, source support, and useful structure.

How it differs

Schema markup is the vocabulary and implementation pattern. Structured data is the broader category. A rich result is a possible search presentation outcome when supported markup meets feature-specific requirements.

Schema.org includes many types and properties. Search systems do not necessarily use every type for rich results.

Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Geolyze",
  "url": "https://www.geolyze.org/"
}
</script>

This describes an organization. It does not claim that every page on the site is eligible for a special search feature.

Counterexample

Adding Product markup to a glossary page that does not show a real product, price, availability, or offer.

That markup would create a mismatch between the visible page and the machine-readable data.

Common misunderstanding

Schema markup should not invent facts, hide promotional claims, or substitute for a useful page. If the markup does not match visible content, it can create review and trust problems instead of search clarity.