Technical SEO
Schema
Structured data (schema, usually JSON-LD) is machine-readable markup that tells search engines what a page is — an article, a product, an FAQ or a business.
Also known as: Structured Data, JSON-LD
Schema is structured data: a small block of machine-readable code (usually JSON-LD) that labels what a page contains. Instead of leaving a search engine to guess, you state it plainly — this is an article, this is its author, this is a product with a price, this is an FAQ.
It doesn’t change what visitors see. It changes what machines understand, and that has two payoffs. Rich results: stars, prices, FAQ drop-downs and other enhanced listings that win more clicks. Entity clarity: search systems, and increasingly AI answer engines, can confidently identify what your page is and cite it.
The mistake I see most is schema that doesn’t match the visible page — marking up a rating that isn’t shown, or an FAQ that doesn’t exist. That breaks the guidelines and gets ignored or penalized.
Done right, SEO and schema reinforce each other: the content earns the relevance, the markup makes it unambiguous.
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