What is schema markup?
Schema markup is standardized machine-readable code (schema.org vocabulary) that describes a page's entities and their relationships.
JSON-LD vs Microdata vs RDFa
JSON-LD is the recommended format — a single <script> block in the <head> with no impact on visible HTML. Microdata and RDFa require inline attributes and are harder to maintain.
Most important schema types
- Organization / LocalBusiness — brand identity.
- Article / BlogPosting — content pages.
- FAQPage — question/answer sections.
- HowTo — step-by-step guides.
- Product / Offer — commerce pages.
- BreadcrumbList — site hierarchy.
Implementing JSON-LD
Add a <script type="application/ld+json"> in the page head. Include @context, @type, and required properties for the chosen type.
Testing with Google Rich Results
Validate every template with Google's Rich Results Test and Schema.org validator. Fix warnings; errors block eligibility.
Schema for AI engines
AI engines use schema to disambiguate entities and lift facts confidently. Even where visual rich results are reduced, schema still helps LLMs cite you correctly.
Key terms
- JSON-LD
- JavaScript Object Notation for Linked Data — Google's preferred schema format.
- @type
- The schema.org type of an entity (e.g. Organization).
- Rich result
- Visually enhanced SERP element enabled by structured data.
Put this into practice, automatically
Eternity auto-generates the right schema for every blog export — Article, FAQPage, BreadcrumbList and Organization — validated before publish.
See it in the Blog Generator