Glossary entry
What is Schema Markup?
Schema markup is structured data added to your HTML (usually as JSON-LD) that tells Google what your content actually is - a product, an event, an FAQ, a recipe, an organization. It powers rich results in search and is now a strong ranking and click-through-rate signal.
Why schema matters in 2026
Google increasingly uses schema to populate AI Overviews, knowledge panels, and rich snippets. Pages with proper schema get visual SERP real estate that lifts CTR 20 to 60% over plain blue links.
Schemas worth implementing first
Organization (sitewide), Product, Article, FAQ, Breadcrumb, LocalBusiness, Review, Event. Each unlocks a specific SERP feature.
Common schema mistakes
Marking up content that doesn't visibly exist on the page (manual penalty risk), incomplete required properties, conflicting schemas on one page, and copying schema between pages without updating IDs.
How Unled Network helps
SEO Services implements schema sitewide as part of every engagement. Google Maps SEO includes LocalBusiness schema for local rankings.
Related Unled Network services
Frequently asked
Is schema a ranking factor?
Indirectly - it improves CTR, which improves rankings.
JSON-LD or Microdata?
JSON-LD. Google explicitly recommends it.
Will schema work without rich results?
Yes - it still helps Google understand the page even when no rich snippet appears.
Can I schema-spam?
Yes, and Google penalizes it. Schema must reflect visible content.