What Schema markup means
Schema markup uses the shared Schema.org vocabulary to tell search engines and AI tools exactly what a page is about. It can make you eligible for rich results like star ratings and FAQ details, and it supports AEO. It must match what is visible on the page, or it can be ignored or penalized.
Why it matters for your website
Schema markup helps search engines and AI tools understand exactly what your page is about, like your business type, services, products or events. That clarity can make you eligible for rich results and help your information show up correctly. It's a behind-the-scenes improvement visitors don't see but machines do.
A pediatric clinic adds LocalBusiness markup with its hours, address and phone, plus FAQ markup on its services page. Search engines can now pull those details accurately.
Tips
- Start with the basics: organization or local business markup on your homepage.
- Use the schema type that best matches each page, such as Product, Event or Article.
- Re-test your markup after site updates, since templates can change it.
Common mistakes
- Adding fake reviews or ratings in markup, which breaks Google's guidelines.
- Using markup that doesn't match what visitors see on the page.
