Schema Markup
Schema markup is structured data added to web pages using vocabularies like Schema.org, typically formatted as JSON-LD. It tells search engines and AI engines what type of content a page contains and disambiguates its meaning.
What it is
Schema markup is metadata added to web pages that explicitly declares the type and structure of content (Article, Product, Organization, FAQ, HowTo, BreadcrumbList, etc.) using a shared vocabulary. The most common format is JSON-LD embedded in the page head. Schema is consumed by Google for rich results, by Bing for similar features, and by AI engines as a strong disambiguation signal. A page about 'Linear' that declares itself as Schema.org/Product with a sameAs link to Wikidata is far less ambiguous than the same page without schema.
Why it matters for GEO
AI engines facing ambiguous content default to skipping it. Schema markup converts ambiguity into clarity, dramatically increasing the odds of citation.
The CiterLabs perspective
Schema buildout is a standard deliverable in every CiterLabs sprint. Common adds: Organization, Service, Offer, FAQPage, Article, Person, BreadcrumbList.
- FAQPage Schema — FAQPage schema is a Schema.
- JSON-LD — JSON-LD is a JSON-based serialization format for Linked Data, commonly used to embed Schema.
- Entity Strength — Entity strength is how well a brand exists as a named, recognizable entity across structured public sources like Wikipedia, Wikidata, Crunchbase, GitHub, and authority graphs.
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