Schema markup is hidden code that tells Google and AI engines exactly what your page is about — that this is a business, that's a review, those are FAQs. It powers rich results in search and helps AI engines understand and cite you. Here's the plain-English version.
What is schema markup?
Schema markup (or “structured data”) is a standard vocabulary from schema.org that labels the meaning of your content for machines. It's usually added as a small block of JSON-LD code in the page — invisible to visitors, but read by search engines and AI assistants.
Why it matters
- Rich results — star ratings, FAQ drop-downs, and other enhanced listings in Google.
- AI citations — structured data helps answer engines understand and quote your content.
- Entity clarity — it makes who you are, what you do, and where you operate unambiguous.
The types small businesses should use
- LocalBusiness — your name, address, phone, hours, and area served.
- FAQPage — your Q&As, eligible for FAQ rich results.
- Article / BlogPosting — for blog content, with author and dates.
- BreadcrumbList — your page hierarchy, shown in search results.
- Service & Organization — the services you offer and the brand behind them.
How to add it
Add JSON-LD to your pages. On WordPress, an SEO plugin can generate much of it; a custom-coded site can build exactly the schema it needs (like this site does). Whatever you use, validate it with Google's Rich Results Test before you rely on it.
Schema and AEO
Structured data is one of the strongest signals for answer engines — it spells out the facts they cite. It's a core part of answer-engine optimization; pair it with the rest of the get-cited checklist.