Schema Markup

Definition

Schema Markup - Structured data added to a page's HTML to help search engines understand its content. Enables rich results (star ratings, FAQs, product prices, event dates) in search listings. Schema won't make you rank higher, but it can significantly increase CTR.

In more depth

Schema markup is code (typically in JSON-LD format, placed in the page's <head>) that explicitly tells search engines what type of content a page contains and what specific elements mean. Schema.org provides a standardised vocabulary covering hundreds of content types - articles, products, reviews, events, recipes, organisations, FAQs, how-to guides, and more.

When Google can parse your schema markup, it may display "rich results" - enhanced search listings that include additional visual elements. An Article with valid schema may show a date and author name. A Product page may show star ratings and price. A FAQPage shows expandable questions directly in the SERP. These visual enhancements make your listing more prominent and typically increase CTR substantially - some studies show FAQ rich results increasing CTR by 20-30%.

Schema is also increasingly important for GEO (Generative Engine Optimisation). Structured data helps AI systems understand the type and context of your content, making it easier to cite accurately. FAQPage schema in particular is frequently drawn on by Google AI Overviews. For Australian businesses, the LocalBusiness schema (with Australian address, phone, and business category) is foundational for local SEO and Google Business Profile optimisation.

Related terms: Featured Snippet - CTR (Click-Through Rate) - SERP (Search Engine Results Page) - GEO (Generative Engine Optimisation)

Frequently asked questions

How do I add schema markup to my website?

The recommended format is JSON-LD - a block of JSON code placed in a JSON-LD script tag in the page's head section or body. Most major CMS platforms (WordPress via Yoast or RankMath plugins, Shopify via built-in or apps) handle basic schema automatically. For custom sites, use Google's Rich Results Test to validate your schema before deployment.

Which schema types should I prioritise?

Start with the types most relevant to your business: Organization (for your brand), WebPage or BlogPosting (for content pages), Product and Review (for e-commerce), FAQPage (for any FAQ sections - high CTR impact), LocalBusiness (for location-based businesses), and BreadcrumbList (for all pages with a clear navigation hierarchy). Add more types as your site grows.