Schema markup

Schema markup is the practice of adding machine-readable labels to a page — usually with vocabulary from Schema.org — so search engines and AI systems know what each piece of content is.

It is a common way to implement structured data, often as JSON-LD in the page head. Types include Product, LocalBusiness, FAQPage, Article, and breadcrumb trails. Visitors don’t see the code; machines use it for rich results, clearer SERP snippets, and better context for AEO.

A real-life example of schema markup

A bakery page shows hours and address in plain text. With LocalBusiness schema markup, Google can tie “open until 6pm” and “123 Main St” to a named entity instead of guessing from paragraphs. Same page for humans; clearer labels for bots.

Markup doesn’t replace good copy or keywords; it clarifies what you already published. For local businesses, LocalBusiness markup is a core local SEO signal — see Local SEO in Atlanta and AEO and GEO: The New SEO.