Schema markup is structured data embedded in a page that tells search engines and AI tools what the page is: an article, a product, a recipe, a FAQ, a business. The dominant format is JSON-LD, written in a <script type="application/ld+json"> block in the page’s <head> or body.
Why it matters
Schema is what unlocks rich results in Google (FAQ accordions, product cards, breadcrumbs) and what helps AI tools confidently identify what your page is about. A page with Service and Offer schema is dramatically more likely to be cited as a "5-day MVP service" than one without.
Common mistakes
- Writing schema once and never updating it. When the page content changes, the schema usually needs to change too.
- Using too many types. Pick the most specific applicable type (e.g.,
BlogPosting, not justArticle) and nest sub-types. - Skipping validation. Always check schema with the Schema.org validator and Google’s Rich Results Test before shipping.