What is Schema Markup (Structured Data)?

Schema Markup (Structured Data): Definition

Schema Markup (Structured Data)

Also: schema markup, structured data, JSON-LD

Schema markup is code, usually JSON-LD using the schema.org vocabulary, that labels what the content on a page means so machines can parse it. It does not force AI citations, and Google says no special schema is required for AI features, but it helps engines understand your entities and content.

Updated June 11, 2026

Treat schema as housekeeping that aids parsing, not a growth hack: when an Ahrefs study from May 2026 tracked 1,885 already-cited pages that added JSON-LD against 4,000 control pages, citation changes stayed within statistical noise on ChatGPT and Google AI Mode. Types like Article, FAQPage, Organization, and DefinedTerm help engines disambiguate your pages and brand.

Clarity in the prose still does more than markup. Schema supports machine understanding; it does not substitute for being the clearest answer.