Marketing
Schema markup
Also called
- Structured data
- JSON-LD
A page about a service looks, to a parser, like a page of text. Schema markup adds a structured description alongside it: this is a Service, offered by this Organization, at this price, in this area, with these questions and answers.
It does not directly raise rankings. What it does is make a page *eligible* — for rich results, for FAQ expansion, for knowledge panel association, and increasingly for citation by AI answer engines that need to parse a page quickly and confidently.
It has to be true. Marking up review ratings you do not have, or prices you will not honor, is both a manual-action risk and a trust problem the moment a visitor notices the discrepancy.
As search shifts toward answers rather than links, being machine-readable is what decides whether your page is the source or is skipped.
Commonly misunderstood
What people get wrong
The claim
“We added schema, so we should see rich results.”
What is actually true
Eligibility is not entitlement. Google decides per query whether to show them, and valid markup is the entry fee rather than the prize.
Next step
Working through a schema markup decision?
Tell us the situation. We will give you the tradeoffs as we see them, including when the answer is that you do not need what you are being sold.
No pitch deck. A 30-minute conversation about what you are trying to achieve.