SEO & Metadata
What is schema markup?
Structured data added to a page using the schema.org vocabulary so search engines can understand its meaning and show rich results.
Schema markup is what makes a recipe show ratings, a product show stock and price, an event show date and venue, and an FAQ show expandable questions in Google search results. It's structured data, usually expressed as JSON-LD in a <script type="application/ld+json"> block, that uses schema.org's shared vocabulary so any consumer can understand it.
Beyond Google rich results, schema markup is also what AI overviews, answer engines, and product feeds parse to ground their responses. As LLMs increasingly source from structured data over scraped HTML, the value of clean schema markup is going up, not down.
You don't need to memorize every schema.org type. The high-ROI ones: Article, Product, Organization, FAQPage, Breadcrumb, WebSite, Recipe, Event. Pick the ones that match your content, validate with Google's Rich Results Test, ship.
How Brand.dev uses schema markup
Endpoints in the Brand.dev API where this concept comes up directly.
FAQ
Schema markup vs structured data?
Practically the same, "schema markup" specifically means structured data using the schema.org vocabulary, which is the dominant flavor on the web.
Does schema markup boost rankings?
Indirectly. Google says it's not a direct ranking factor, but rich results increase click-through from SERPs, and click-through feeds back into rankings.
JSON-LD vs Microdata vs RDFa for schema?
JSON-LD is the modern recommendation, separate from the visual HTML, easy to template, easy to validate. Use JSON-LD unless you have a reason not to.
Related terms
Information on a page formatted so that machines can parse its meaning, not just its text, the foundation for rich snippets and AI-powered search.
JSON for Linking Data, a way to embed schema.org structured data into a page using plain JSON in a `<script type="application/ld+json">` block.
An HTML element in the `<head>` that supplies metadata about the page, title, description, viewport, social previews, robots directives.
A meta-tag protocol Facebook introduced in 2010 that tells social platforms how to render a link preview, title, description, image, and type.