Schema markup
Schema markup explained
For AI search the useful types are Organization, Product, FAQPage, Article, BreadcrumbList, LocalBusiness and Speakable. The value is not a rich result badge. The value is unambiguous facts: this is the brand, this is the price, this is the answer to this question.
The common Indian D2C failure is schema that contradicts the page. Price in the markup that does not match the price on screen, review counts that no longer exist, or an Organization block copied across sites with the wrong address. Contradictions are worse than no markup at all, because they teach the system your data is unreliable.
Validate everything, keep it generated from the same source as the visible content, and update it when the page updates.
Problems this term shows up in
Service that owns this work: Entity and Schema Engineering
Schema markup is structured data added to a page in JSON-LD so that machines can read what the page is about without guessing from the prose.
One definition is worth more than ten opinions
Every term here links to the service that owns the work and the tool that measures it.
Read next
Three things you can test this week
None of these need a tool or a vendor. They take an afternoon and they tell you whether schema markup is actually your problem.
Our own measurement method, with its definitions and stated limits, is published on the method page.
The definition is the easy part
Knowing what a term means takes five minutes. Knowing whether it is your problem takes an afternoon, and knowing what to do about it takes a method.
Every glossary page here ends with three checks you can run yourself and the primary sources behind them, because a definition you cannot act on is trivia.
Primary sources
Primary documentation for the mechanics described on this page. All published by the organisations that operate the systems in question.
Twenty buying prompts, four engines, you against three named competitors. Report in one working day. No call needed.
Schema markup: common questions
Does schema improve rankings?
Not directly. It improves eligibility for features and improves how confidently a system can state facts about you, which is what matters for AI answers.
Which schema types matter most for AI answers?
Organization and Product for identity, FAQPage for extraction, Article for freshness and authorship.
Can schema be added without a developer?
On Shopify and WordPress, mostly yes through apps or template edits. Getting it consistent across a large catalogue usually needs a developer once.
See what the engines say about you
Twenty buying prompts, four engines, your brand against three named competitors. Report in one working day.
- 20 buying prompts, your category
- ChatGPT, Gemini, Perplexity, AI Overviews
- You against three named competitors
- Report in one working day, yours to keep