Schema markup
Schema markup is structured data added to a page, using the shared Schema.org vocabulary, that describes what the page is about in a form search engines can read. It can make a page eligible for enhanced search results but does not guarantee them.
In practice
What it means when you are the one making the decision.
The format Google recommends is JSON-LD, a block of data in the page's code that labels things such as an organisation, an article, a product, a service, a set of questions and answers, or a breadcrumb trail. The markup must match what is visible on the page.
Used well, structured data helps search engines and AI systems understand the page and its entities. It is not a ranking shortcut, and rich results have eligibility rules that change. Always validate with Google's Rich Results Test or the Schema Markup Validator.
Example
A service page includes markup describing the business, the service and its location, plus a breadcrumb trail, so search engines can connect the page to the right entity.
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