What is schema markup?
Extra code that labels the facts on a page, such as business details, reviews and questions, for search engines.
The plain definition
Schema markup is a standard way to label the information on a page so a machine can read it without guessing. It is added as a small block of code, usually in a format called JSON-LD. It can say “this is a business, here is its address and phone number” or “this is a list of questions and answers”.
An example
Your contact page has the name, address and opening hours in the text. Schema markup repeats those facts in a structured form. A search engine can then read the hours exactly and, where it chooses to, use them in a richer result.
Why it matters for a local business
Markup does not guarantee any special display, and it must match what is visible on the page. Used honestly it helps search engines and AI assistants understand who you are and what you offer. Local business, service, FAQ and review details are the useful ones for most small companies.
Check it for free
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Related terms
Part of the SEO glossary. New to all this? Start with the beginner’s SEO guide.
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