Glossary
Schema markup (JSON-LD)
Schema markup is structured data — usually JSON-LD — embedded in a webpage to tell search engines and AI systems exactly what the page is about.
Schema markup uses the schema.org vocabulary to describe entities on a page: an Organization, a Product, an Article, a FAQ, a recipe, a job posting. Modern sites embed it as JSON-LD inside a <script type='application/ld+json'> tag.
Schema markup powers Google's rich results (FAQ accordions, recipe cards, star ratings, breadcrumbs) and helps LLMs like ChatGPT and Perplexity understand and quote your content accurately.
Common types: Organization, WebSite, SoftwareApplication, Article, FAQPage, BreadcrumbList, Product, LocalBusiness, Person.
Example
Adding FAQPage schema to a comparison page is the difference between a single blue link in Google and a stacked accordion of 6 questions visible directly in search.