What is Schema Markup?
Schema markup (structured data) is standardised JSON-LD you embed in your page's HTML to describe its content to search engines and LLMs — articles, FAQs, products, reviews, events, and more. It powers rich results in Google, better AI-Overview citations, and cleaner LLM answers.
How Schema Markup works
- Format: JSON-LD in a <script type="application/ld+json"> block in the <head>. Microdata and RDFa also work but are legacy.
- High-ROI types: Article, FAQPage, HowTo, Product, Review, BreadcrumbList, Organization, LocalBusiness, SoftwareApplication.
- FAQPage schema is the single fastest snippet win — a valid FAQ block can win the People Also Ask box within days.
- Validate every schema block with Google's Rich Results Test before shipping — one bad property kills the entire result.
- AI Overviews and LLMs use schema as a trust signal — pages with valid Product / DefinedTerm schema are cited more often for their topic.
Example
A recipe blog adding valid Recipe schema (with rating, cook time, calories) can jump from a plain blue link to a rich result with photo + stars + prep time — and often lifts CTR by 30-80%.
Frequently asked questions about Schema Markup
Do I need schema markup to rank on Google?
Not to rank, but to win rich results (star ratings, FAQ dropdowns, product prices, event dates) that dramatically increase CTR at any position.
What is the easiest schema to add?
FAQPage schema. Take 3-5 real questions and answers from your page, wrap them in JSON-LD, and validate with the Rich Results Test. Winning the PAA box is fastest with this schema.
Does schema markup help with ChatGPT and other LLMs?
Yes — DefinedTerm, Article, FAQPage, and Product schema all help LLMs correctly extract entities and cite you. Structured data is one of the strongest GEO signals.
Related terms
Generative Engine Optimization (GEO)
Generative Engine Optimization (GEO) is the practice of optimising content so it gets cited by generative AI engines — ChatGPT, Perplexity, Gemini, Claude, Google AI Overview, and Bing Copilot. Unlike classic SEO, the goal is citation and brand mention, not a blue-link click.
Featured Snippet
A featured snippet is the answer box Google shows at the top of the SERP ("position zero"), extracted from a page already ranking in the top 10. Formats include paragraph, list, table, and video. Winning one can 2-5x your CTR for the query.
AI Overview
An AI Overview is Google's generative answer that appears above the blue links for informational queries. Powered by Gemini, it summarises 3-8 cited sources into a synthesized answer, often with follow-up questions attached. AI Overviews now trigger on ~30% of US queries.