Schema markup / JSON-LD
SKEE-muh MAR-kup / JAY-son ell-dee
Structured data added to web pages that helps search engines understand the content and display rich results.
Schema markup is structured data you add to your web pages to help search engines understand what the content is about. JSON-LD (JavaScript Object Notation for Linked Data) is the format Google recommends for implementing schema markup.
When you add schema markup, you are telling Google: 'This page is a product page. The price is $99. The rating is 4.5 stars.' Or: 'This page defines the term annual recurring revenue. Here are frequently asked questions about it.' Google uses this data to display rich results: star ratings, FAQ dropdowns, how-to steps, and knowledge panel information.
For glossary and educational content, the most relevant schema types are DefinedTerm, FAQPage, and BreadcrumbList. DefinedTerm tells Google the page defines a specific concept. FAQPage enables the FAQ rich result, which shows question-and-answer dropdowns directly in search results.
Examples
A glossary page uses DefinedTerm schema.
The JSON-LD block on the 'Annual Recurring Revenue' page tells Google: this page defines the term 'Annual Recurring Revenue,' the acronym is 'ARR,' and it belongs to the glossary at /glossary/. Google can use this data in knowledge panels.
A blog post implements FAQPage schema.
The post includes three FAQ pairs with FAQPage schema markup. Google displays the questions and answers directly in the search results as expandable dropdowns. Click-through rate from this rich result is 15% higher than the standard listing.
A company adds BreadcrumbList schema site-wide.
Every page includes breadcrumb schema: Home > Glossary > Annual Recurring Revenue. Google displays this breadcrumb trail in search results instead of the raw URL, making results look cleaner and more clickable.
In practice
Read more on the blog
Frequently asked questions
What is the difference between schema markup and JSON-LD?
Schema markup is the vocabulary (the types and properties you use to describe content). JSON-LD is the format (how you write it). Schema.org defines the vocabulary. JSON-LD is the syntax Google recommends for implementing it on web pages.
Does schema markup directly improve rankings?
Not directly. Schema markup does not change your organic ranking position. But it can improve click-through rates by enabling rich results (star ratings, FAQ dropdowns, breadcrumbs) that make your listing more visible and attractive in search results.
Related terms
Machine-readable information added to web pages that helps search engines and AI systems understand page content.
The page displayed by a search engine in response to a query, containing organic results, ads, and rich features.
A highlighted answer box at the top of Google search results that extracts and displays content from a web page.
The practice of optimizing content so that AI systems like ChatGPT, Perplexity, and Claude cite and surface it in their responses.
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