Search Engine Optimization
Schema markup (JSON-LD)
Schema markup is structured data added to a web page, usually as a JSON-LD script, that tells search engines and AI tools exactly what the page describes, such as a business, a service, a person, or a list of questions and answers.
Schema markup uses a shared vocabulary from Schema.org. Instead of guessing that a page is about a local business, a search engine can read a block of JSON-LD that states the business name, address, service area, and the services it offers.
Google uses schema markup to power rich results like FAQ snippets and breadcrumbs. AI answer engines use the same data to confirm facts before citing a source, which makes schema an important part of AEO.
JSON-LD is the format Google recommends. It sits in a script tag in the page head, separate from the visible content, so it can be added without changing the design.