Schema markup
Structured data added to HTML (usually as JSON-LD) that describes a page's content in a vocabulary search engines understand — schema.org.
In long form.
Schema markup translates page content into machine-readable types: Organization, Person, Article, Product, Event, FAQPage, BreadcrumbList, LocalBusiness, Service, and dozens more. Google uses schema to enhance SERP appearance (rich results: review stars, FAQ accordions, breadcrumb trails, event details) and to populate the Knowledge Graph. JSON-LD is the recommended format — added as a script tag in the head, no impact on visible content. Validate with Google's Rich Results Test before relying on it.
Every page on a properly-engineered site should ship at least three schema blocks: Organization (root), BreadcrumbList (navigation), and a page-specific type (Article for blogs, Service for service pages, Person for staff bios). Rich-result eligibility on a single page can lift CTR by 20%+.
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