Schema markup
Labels in a page’s code that tell machines exactly what is a service, a price, a review, an FAQ or an address.
In plain English
Schema markup uses a shared vocabulary from schema.org. Visitors never see it, but search engines and AI tools use it to understand a page without guessing, and to show richer results.
In practice
A dental office marks up its hours, address and accepted insurance, so search tools can answer “is it open Saturday?” correctly.
Related terms
Content & structurePro Entity A real, distinct thing AI can recognise, like your company, a service, a person or a city, rather than just a word. In practice, and related terms → How AI reads the webPro Knowledge graph A map of facts about entities and how they connect, which search engines use to understand who you are. In practice, and related terms → Content & structureStarter FAQ page A page or section that answers common customer questions in a question-and-answer format. In practice, and related terms →