SEO
Schema Markup
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.
In depth
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.
Why it matters
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.
Also known as
- Structured data
- JSON-LD
How Lemwatch helps with schema markup
Lemwatch monitors schema markup continuously and alerts you the moment something changes.
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Browse the full Lemwatch monitoring glossary (47 terms).