SEO Schema
SEO Schema is an SEO topic covered in SeoWiki.
Key takeaways
- Schema markup is a form of structured data added to a page’s code to provide search engines with more information about the content.
- Schema.org is the shared vocabulary used to describe entities and properties in structured data.
- JSON-LD is the most common implementation format and is typically embedded in a script tag in the HTML head or body.
For SEO practitioners, schema can improve how pages are interpreted and may qualify content for rich results, which can improve visibility and click-through rate. It is especially useful on pages where search engines need extra context, such as articles, products, local businesses, recipes, and FAQs.
Example
Schema markup is a form of structured data added to a page’s code to provide search engines with more information about the content.
Quick start
- Define the goal for this topic.
- Check the live SERP format.
- Improve one page that matches the intent.
- Measure in Google Search Console.
Common mistakes
- Treating the topic as a one-time task
- Ignoring search intent
- Copying tactics without checking your SERP
Next step
Related topics
Sources
- Google Search Central — Primary source for how Google understands structured data and when rich results may appear.
- Schema.org — Canonical vocabulary reference for schema types and properties.
- Google Rich Results Test — Official testing tool for validating eligibility for Google rich results.
Reviewed by Lucía Marín, Founding editor.