Definition

Schema.org markup is a structured data vocabulary shared by Google, Microsoft, Yahoo and Yandex. It describes a page’s content (organization, product, article, event, FAQ) in a format understood by search engines and LLMs. The most common implementation is JSON-LD.

Why it is essential

Clean markup increases the chances of:

• Showing as a rich snippet in the SERP (stars, price, FAQ, breadcrumb)
• Being cited in AI overviews and generative engines
• Reinforcing the Organization or Brand entity in the knowledge graph
• Helping crawlers understand the content

Common types

The most used schemas are Organization, LocalBusiness, Product, Article, FAQPage, HowTo, BreadcrumbList and SoftwareApplication. For a B2B company, marking up the Organization with its official domain names and logo helps AI engines identify the brand correctly.