Schema – Glossary

Schema is structured markup that helps search engines understand your pages, which can unlock rich results.

For small businesses, common types include Organization, LocalBusiness, FAQPage, and BreadcrumbList.

JSON-LD example

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Webmarks Design & Marketing",
  "url": "https://webmarks.ca",
  "logo": "https://webmarks.ca/images/webmarks-logo.svg",
  "sameAs": [
    "https://www.linkedin.com/company/webmarks",
  ],
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Lethbridge",
    "addressRegion": "AB",
    "addressCountry": "CA"
  }
}

Further reading

• Schema.org documentation hub
• Introduction to structured data markup in Google Search

Tools

• Google’s Rich Results Test
• Schema.org Markup Validator

Practical tip

Organization or LocalBusiness should appear on key pages, FAQPage on help sections, BreadcrumbList across the site. Validate changes, then check Search Console enhancements.

Related terms

• Structured data
  This is the umbrella concept, Schema is the markup format.
• Entities
  Schema describes entities so machines can understand people, places, services.
• Image SEO
  Use Article, Product, and ImageObject to improve image understanding.
• Canonical URL
  Tell search engines the primary URL for duplicate or syndicated content.
• Breadcrumbs
  Use BreadcrumbList for hierarchy.
• Reviews and Q&A
  Use Review, AggregateRating, and FAQPage types.
• Local SEO
  Google Business Profile, NAP consistency, Citations, and LocalBusiness type.
• AI Search
  AI Overviews, AEO, GEO, Source attribution. Schema improves parsability and citations.