Schema Markup
Schema markup is structured data added to a page in a machine-readable format that describes what the page contains.
In detail
Common types are Organization, WebSite, BreadcrumbList, Article and FAQPage, usually implemented as JSON-LD.
It must describe what is visibly on the page. Markup that claims things the page does not show is a guideline violation, not a shortcut.
Example
BreadcrumbList markup mirroring the breadcrumb trail a visitor can see.
Why it matters
It removes ambiguity for search engines and AI systems about entities, authorship and page type.
Common mistakes
- Marking up content that is not on the page.
- Invalid JSON-LD that is silently ignored.
Related questions
Related articles
- How to Get Your Website Found in AI Search Results
A practical sequence for becoming a source AI answers can retrieve, quote and attribute — starting with the things that block you entirely.
Related guides
- The Complete AI SEO GuideGuide
How to stay visible when answers are generated: retrievability, answer-shaped content, entities, structured data, and honest measurement.
Related terms
- Technical SEO
Technical SEO covers everything that determines whether search engines can reach, render, index and trust your pages.
- Generative Engine Optimization (GEO)
GEO is optimising content so generative answer engines can retrieve, understand, quote and attribute it correctly.
- E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness — the qualities Google's raters use to judge content quality.
Related questions
- How can a website become visible in AI search?
Make sure the pages can be fetched and indexed, then make each page easy to quote: one clear topic, a direct answer early, descriptive headings, and facts stated plainly rather than implied.
- What is GEO (Generative Engine Optimization)?
GEO is the practice of making content easy for generative answer engines to retrieve, quote and attribute. It overlaps heavily with SEO: crawlable pages, clear structure, unambiguous entities and factual precision.