Title: Schema (schema.org) Author: Kriko Published: Mar 25, 2021 Last modified: Jul 12, 2026 --- 1. [Home](https://kriko.io/) / 2. [Glossary](https://kriko.io/glossary) / 3. S Letter # Schema **(schema.org)** **Schema** is a structured [data](https://kriko.io/services/data-analysis-insight) markup system, commonly used through the schema.org vocabulary, that helps search engines better understand the content on web pages. Search engines such as Google, Bing and Yandex do not only look at visible text when crawling pages; they also evaluate the structure and type of content. Schema markup makes it clearer whether a piece of content is related to a product, article, event, recipe, review, organisation, person or frequently asked questions. The main purpose of Schema is to present the meaning of page information to search engines in a more organised format. A product name, price, stock status or review score may be visually understandable to a user. However, search engines may need a more standard structure to interpret this information correctly. Structured [data](https://kriko.io/services/data-analysis-insight) helps at this point by defining page information through specific properties and labels. Structured [data](https://kriko.io/services/data-analysis-insight) is a code structure that helps search engine bots interpret the content of a web page more clearly. These codes are usually added in JSON-LD format, although Microdata and RDFa can also be used. Today, JSON-LD is widely preferred in many SEO implementations because it is more practical and easier to manage. When used correctly, structured [data](https://kriko.io/services/data-analysis-insight) helps search engines classify page content more accurately. Schema usage can also help generate rich results in search results. For example, product pages can mark up price, stock status, rating and review information. Blog posts can include article title, author, publication date and update date. Recipe content can define preparation time, ingredients and rating information; event pages can mark up date, location and ticket details; corporate pages can include brand name, logo and contact information. On e-commerce websites, Schema is especially useful for product pages, category structures, breadcrumb areas, reviews and brand information. For example, Product schema can present product name, description, price, currency, stock status and review [data](https://kriko.io/services/data-analysis-insight) more clearly to search engines. BreadcrumbList schema helps show the page's position within the site hierarchy. This structure supports search engines in understanding relationships between pages and may also help search results appear more understandable in some cases. Schema.org provides markup options for many content types, including Article, BlogPosting, Product, Review, AggregateRating, Organization, LocalBusiness, FAQPage, Recipe, Event, VideoObject and CreativeWork. However, it is not correct to use every schema type on every page. Structured [data](https://kriko.io/services/data-analysis-insight) should represent information that is actually visible to users and relevant to the page content. Adding information that does not exist on the page or using misleading markup may violate search engine guidelines. Schema usage is a useful technical SEO optimisation area, but it does not guarantee rankings on its own. Structured [data](https://kriko.io/services/data-analysis-insight) can help search engines understand content better and may support rich results when eligible. However, visibility depends on many factors, including content quality, technical SEO, page experience, authority, search intent and competition. In addition, not every structured [data](https://kriko.io/services/data-analysis-insight) type always creates a special appearance in search results. Technical accuracy is important when adding Schema to web pages. The code should be valid, consistent with the page content and aligned with search engine guidelines. Markup can be checked using Google's rich result testing tools and schema validation tools. Properly structured **Schema markup** presents the meaning of web pages more clearly to search engines, increases rich result potential and provides valuable support for technical SEO efforts. ## Discover it in the dictionary ### Fishbone Diagram A Fishbone Diagram is a visual problem-solving tool used to systematically analyse the possible causes of a problem. It is also known as a… ### Time to First Byte (TTFB) Time to First Byte, commonly abbreviated as TTFB, refers to the time between a browser sending a request to a web server and receiving… ### Content Optimization Content optimization is the process of improving the text, headings, visuals, links, media, structured data and other content elements on a web page so… ### Buyer Persona A buyer persona, often simply called a persona, is a semi-fictional customer representation that a brand creates to better understand its target audience. The… ### Dirty Data Dirty data refers to information that is inaccurate, incomplete, inconsistent, invalid, duplicated or outdated. Data is an important resource for strategic decision-making, but it… ### Customer Experience Customer Experience, commonly abbreviated as CX, refers to the overall perception created by all interactions a customer has with a brand. Many touchpoints are… ### Product Life Cycle The product life cycle refers to the entire journey of a product or service, from its development and launch to its eventual decline and… ### Content Delivery Network (CDN) A Content Delivery Network, commonly abbreviated as CDN, is a distributed server network that helps deliver website content to users faster, more securely and… ### Recommendation Engine A recommendation engine is a software system that suggests products, content or services to users based on their interests, past behaviour or the preferences… ## Track the digital heartbeat with Kriko Subscribe to receive curated insights, news, and ideas shaping the digital landscape. By checking this box, you acknowledge and accept our [privacy policy](https://kriko.io/privacy-policy).