ToolStop
Definition

What is Schema Markup (Structured Data)?

Schema markup is structured data — usually JSON-LD in a <script> tag — that describes a page's contents in schema.org vocabulary so search engines can render rich results.

Also called: structured data · JSON-LD · schema.org

Rich results are the enhanced blue links: star ratings on a product, an FAQ dropdown, a recipe card, a how-to carousel. Each one is unlocked by a specific schema.org type (Product, FAQPage, Recipe, HowTo, Article, etc.).

Google's preferred format is JSON-LD embedded in the <head>. Microdata and RDFa still work but are harder to maintain because they interleave with markup.

Structured data doesn't directly boost rankings, but rich results measurably raise click-through rates — often 20–30 % for FAQ and how-to snippets.

Try a tool that uses Schema Markup (Structured Data)

Schema Generator

Generate JSON-LD structured data for Organization, Article, Product, FAQ, and more.

Meta Tag Generator

Generate SEO-friendly title, description, Open Graph and Twitter meta tags.

SEO Audit Tool

Audit on-page SEO factors from any HTML source in seconds.

Related definitions

Canonical URL

A canonical URL is the single, preferred web address for a page — declared with a <link rel="canonical"> tag so search engines consolidate ranking signals on one version.

Meta Description

A meta description is a short HTML tag that summarises a page — Google often uses it as the grey snippet under the blue link on the search results page.

Open Graph

Open Graph is a set of <meta property="og:…"> tags, invented by Facebook, that control how your page looks when someone shares the link on social media or chat apps.

robots.txt

robots.txt is a plain-text file at the root of a website that tells web crawlers which paths they may or may not fetch.