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Schema markup is structured data added to HTML pages in JSON-LD (or Microdata/RDFa) format that helps search engines understand the content and context of a page. It comes from Schema.org, a vocabulary developed collaboratively by Google, Bing, Yahoo, and Yandex.
Schema markup does not directly improve rankings, but it can significantly impact how your pages appear in search results. Properly implemented schema enables rich results: star ratings, FAQs, How-To steps, event dates, recipe details, and more.
The most impactful schema types for most sites are Organization (for the homepage), Service or Product (for service/product pages), FAQPage (for Q&A sections), BreadcrumbList (for navigation structure), and Article (for blog content).
Example
A software product page with Product schema and AggregateRating can appear with star ratings in the SERP, significantly increasing CTR compared to a plain listing.
Apply this in practice
Definitions are step one.
Our team implements Schema Markup correctly for clients across 15 active engagements. If you want a technical SEO audit that covers this and 100+ other checkpoints, talk to us.