Schema Markup explained
Schema markup refers to structured data using Schema.org, a shared vocabulary created by major search engines. It defines types (Organization, Person, Product, Article, Service, DefinedTerm…) and their properties.
The recommended format for most sites is JSON-LD — a block of JSON in the page — because it’s easy to generate from the same data as the visible content.
Good practice: mark up only what’s visible, keep facts identical to the page, avoid invented ratings or reviews, and validate with the Schema.org validator and Google’s Rich Results Test.
Schema Markup: an example
<script type="application/ld+json">{"@type":"Organization","name":"Prisol","url":"https://prisol.org/"}</script> tells machines this page belongs to an organisation called Prisol.
Why it matters for search and AI visibility
Accurate schema supports entity clarity and rich results; inaccurate schema can lead to penalties and undermines trust.
Last reviewed by the Prisol team.