Schema markup is structured data added to a webpage in JSON-LD format that describes the page's content in machine-readable terms. It powers rich results in search, AI overviews, and LLM citation graphs.
Also known as: Structured data, JSON-LD
Schema.org is the shared vocabulary maintained jointly by Google, Microsoft, Yahoo, and Yandex. Common types include `Article`, `Product`, `FAQPage`, `Organization`, `BreadcrumbList`, `Person`, `Event`, and `Recipe`. Each emits its own rich result style in Google.
In the LLM era, schema markup also drives citation: Perplexity, ChatGPT, and Google's AI Overviews all preferentially quote pages with structured data because it lets them attribute claims confidently.
FAQ schema alone can double click-through rate by adding expandable answer cards directly in search results. Article schema enables Top Stories carousels. Organization schema with sameAs links is the cheapest entity-recognition signal for LLM ranking.
See it in the product: SEO monitoring.