Schema markup is structured data added to a website's code to describe content in a standardised way. It can tell search engines that a page is about a service, article, organisation, person, FAQ or another type of content. Schema markup does not automatically improve rankings, but it can make content easier to interpret.
What does schema markup involve in practice?
In practice, schema markup is implemented using structured data formats, often JSON-LD. The data must match what is visibly present on the page, and incorrect or exaggerated markup can cause problems. On CMS pages, the data should be drawn from relevant fields so the markup is updated when the content changes.
Schema markup is relevant when search engines need clearer context about content. It should be prioritised on pages where the content type is clear and useful to describe. See Google's documentation on structured data, Technical SEO and CMS.
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