Glossary Terms

schema

Schema markup is structured data you add to a page's HTML, using the shared Schema.org vocabulary, to spell out what the content actually means so search engines can show richer results. Where ordinary HTML tells a browser how to display something, schema tells a search engine what it represents: an article, a product with a price, an event, a video. It's usually delivered as JSON-LD, a small script in the page that Google prefers over the older inline formats. Pages with eligible schema can earn "rich results", the enhanced search listings with extra detail that tend to draw more clicks than a plain blue link.