Term
Schema markup
Structured data that describes a page's content to search engines in a standard format.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
Schema markup uses the Schema.org vocabulary, usually in JSON-LD format, to describe things like your organisation, services, reviews and opening hours.
Why it matters for your business
It helps search engines understand your pages and can make them eligible for some rich results. It must match what is visible on the page, and Google has reduced or removed several rich result types, such as FAQ results.
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