SEO Term Definition
Schema Markup
Schema markup (Schema.org vocabulary) is code added to HTML that labels content so search engines can understand what it means — enabling rich results like star ratings, FAQs, recipes, and events in the SERP.
Reviewed by Alexander Yarovenko · Updated: 2026-09-18
What is Schema Markup?
Schema markup uses vocabulary from Schema.org — a collaborative project created by Google, Bing, Yahoo, and Yandex — to annotate web content with structured semantic labels. Instead of only understanding text, search engines can now understand what the text means: this block of text is a review, this number is a price, this list is a set of steps.
Schema Markup vs Structured Data
These terms are often used interchangeably. Technically:
- Schema.org — the vocabulary (the types and properties)
- Structured data — the practice of adding semantic markup to pages
- JSON-LD — the recommended implementation format (a
<script>block in the<head>)
High-Impact Schema Types for SEO
| Schema Type | Rich Result Unlocked |
|---|---|
| FAQPage | Expandable FAQ results |
| HowTo | Step-by-step results with images |
| Product + Review | Star ratings and price in SERP |
| Recipe | Rich recipe card with image, time, calories |
| Event | Event dates and tickets in SERP |
| LocalBusiness | Business details in Knowledge Panel |
| BreadcrumbList | Breadcrumbs shown in SERP URL path |
| Article / NewsArticle | Top Stories carousel eligibility |
Testing Schema Markup
- Google Rich Results Test — validates markup and previews rich results
- Schema.org Validator — checks schema against the official vocabulary
- Google Search Console — Enhancements section shows rich result status for your live pages
Decision guide
| Use when | Choose the most specific supported type and mark up only information visible on the page. Schema describes an entity; it does not create facts that the content lacks. |
|---|---|
| How to verify | Validate syntax, required properties and entity relationships, then compare markup with rendered text after every template release. Monitor enhancement reports for new errors without assuming eligibility guarantees display. |