Schema markup
Schema markup is structured information that describes a page’s content using the Schema.org vocabulary. It can identify a business, address, product or other visible facts, often in JSON-LD. Search systems may use supported types to understand content or enable specific features. Valid markup alone does not guarantee a rich result, citation or recommendation.
Why it matters for a business
Clear structured facts can reduce ambiguity about a business’s identity and services. Conflicting markup can instead create confusion. An opening time hidden in JSON-LD should match the time customers can read on the page and in your maintained business listings.
Example and evidence
The AIGROW local business schema generator turns an owner’s entered facts into JSON-LD. It does not verify that those facts are true. This glossary uses DefinedTerm and DefinedTermSet to describe its actual definitions, without claiming a special Google glossary result.
Create schema from your own facts
What to do next
Choose a type that fits the content and provide only accurate properties. Place the same essential facts in visible text. Validate syntax and check the search product’s eligibility requirements separately. Update both page and markup when details change.
Common question
Related terms
Sources and method
Sources checked on 2026-10-09. Examples marked illustrative are not measured business results.
Check your own business in AI answers
Run the free scan to see which assistants name your business and which facts need attention. A scan is a sample, not a promise of future recommendations.