The short answer
Schema markup is structured data, usually JSON LD using the schema.org vocabulary, that tells machines what a page is about, such as an organization, product or article. It describes what is already visible on the page.
Updated Oct 18 2026
Why Schema Markup matters
It removes guesswork about entities and relationships. It does not force a citation, and markup that contradicts the page can hurt.
How to measure or use it
Validate with Google’s Rich Results Test and the Schema Markup Validator, then confirm every marked up fact is visible on the page.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Studio",
"url": "https://www.example.com",
"description": "Brand and web design for small studios."
}How I handle it
I mark up only what the page shows, and I validate it before it ships.
Related terms
- Semantic TriplesSubject, predicate and object statements that let machines read relationships between things.Read
- Entity LinkingConnecting your brand to its official profiles so systems know they are the same entity.Read
- Structured Data ValidationChecking that markup is valid, matches the page and is eligible for the features it targets.Read
Schema Markup questions
Does schema guarantee a citation?
No. It helps machines understand the page. Whether the page is used still depends on its content and authority.
Which types matter most?
Organization, Person, Article, Product and Service, where each matches something visible on the page. FAQ markup is still valid, but Google stopped showing FAQ rich results on May 7 2026, so I only add it for questions and answers that are visible on the page.