What is Schema Markup?
Schema Markup (Structured Data)
Schema markup is structured data code added to your pages to help search engines understand content. Enables rich results and AI citations.
Why Schema Markup matters
Common types: Article, FAQPage, Product, Review, HowTo, LocalBusiness, Organization. Implemented as JSON-LD in the page head. Google's Rich Results Test validates your schema.
Common mistakes with Schema Markup
- 1
Treating AI Overviews like the old SERP. As of 2026, AI Overviews appear on 47% of US searches and absorb 25-40% of click volume. The play is GEO (Generative Engine Optimization), not just rankings.
- 2
Chasing high-volume head terms instead of buyer-intent long-tail. A 200/month query with commercial intent beats a 20K/month informational query.
- 3
Ignoring schema. Structured data is the cheapest way to claim rich results, FAQ snippets, and AI Overview citations.
How to improve Schema Markup
Optimize for AI Overview citation: clear first 50 words, structured FAQ schema, named-entity rich content.
Audit page-by-page intent match. Reassign pages where search intent has shifted to competitor formats.
Build internal linking around topical clusters: hub pages link to spoke pages, spokes link to hub and to each other.
Common questions about Schema Markup
What is Schema Markup?▾
Why does Schema Markup matter for marketing teams?▾
Related terms
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