Schema Markup.

Schema markup is code—typically JSON-LD, Microdata, or RDFa—added to a web page's HTML that uses the Schema.org vocabulary to explicitly describe the page's content to search engines. Rather than inferring what a page is about, schema markup tells search engines precisely what type of content exists and what the specific attributes are: a recipe with cooking time and calories, a product with price and availability, an event with date and location.

Rich Results and SERP Features

Implementing schema markup makes pages eligible for Rich Results—enhanced SERP listings that include star ratings, images, prices, FAQ dropdowns, video thumbnails, and more. Rich Results typically earn higher CTR than standard listings because they stand out visually and provide more information before the click. Not all schema types produce rich results—some are used purely for semantic understanding.

Priority Schema Types

The highest-impact schema types for most websites include: Article (for blog content), Product (for e-commerce), FAQ (for question-and-answer content), Review/AggregateRating (for reviews), HowTo (for instructional content), LocalBusiness (for local SEO), BreadcrumbList (for navigation), and Organization (for brand identity). Test implementations using Google's Rich Results Test before deploying.