Glossary entry
Schema Markup (Structured Data)
Definition
Schema markup is structured data added to a web page's HTML (in JSON-LD format) that tells search engines and AI engines what the page is about. Vocabulary is defined by schema.org. Examples: FAQPage, Organization, Article, Product, LocalBusiness, HowTo.
How it works
The mechanism.
A schema block is added inside a <script type='application/ld+json'> tag in the page's HTML. Search engines and AI engines parse the JSON to extract structured information — questions and answers, product prices, organization details, etc. This structured data is then used for rich results in search, voice answers, AI citations.
Why it matters
Why this matters in 2026.
Schema is the single biggest lever for AI engine visibility in 2026. AI engines need structured data to extract information confidently. FAQPage schema specifically is the highest-leverage AI win — it gives AI engines pre-packaged Q&A pairs to quote.
How to check
How to test for it.
Run Google's Rich Results Test on any page (search.google.com/test/rich-results). It shows what schema is detected + any errors. Most sites have either no schema or broken schema.
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Where this fits in our work.
Common questions
About Schema Markup (Structured Data).
Do I need schema on every page?
No — but the priority types should cover most. Homepage: Organization + WebSite. Product pages: Product. Service pages: Service. Blog posts: Article. Pages with FAQs: FAQPage. Pages with steps: HowTo.
Will schema actually move rankings?
Schema doesn't directly move rankings, but it makes you eligible for rich results (featured snippets, FAQ accordions, knowledge panels) that capture clicks above the regular rankings. And it's table-stakes for AI engine citations.
Can I add schema myself?
Yes if you have CMS access. Generate the JSON-LD at schema.org/docs/full.html, then add via your CMS's custom HTML field. Test in Rich Results Test before publishing.
Related terms
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