Schema markup is most commonly implemented as JSON-LD embedded in a script tag in the head. It uses schema.org types such as Product, Article, Recipe, FAQPage, and Organization to describe the entities on a page.
Why it matters
Correct schema is a prerequisite for many rich results, including review stars, recipe cards, event boxes, and job postings. It also feeds knowledge-graph understanding, which underpins AI Overviews and generative answers.
Example
An e-commerce product page includes Product, Offer, and AggregateRating schema so Google can display price, availability, and a star rating in the SERP.
How SEM Optimiser reports it
The audit validates every JSON-LD block against the schema.org spec and Google's rich-results eligibility rules.
Related terms
- Structured Data
Structured data is standardised, machine-readable markup embedded in a web page that describes its content to search engines and other consumers.
- SERP Feature
A SERP feature is any non-standard element on a search results page beyond the classic ten blue links, such as a featured snippet, People Also Ask box, or local pack.
- Knowledge Panel
A knowledge panel is a boxed summary that appears on the right side of a Google SERP with facts about a specific entity such as a person, company, or place.
- Entity SEO
Entity SEO is the practice of optimising a brand or website's presence in search engines' entity graphs so it is correctly identified and disambiguated across queries.