What is schema markup?

Schema markup is a shared vocabulary for facts on the web. JSON-LD is the usual way to write it. The vocabulary is not a ranking coupon.

Published 24 August 2026

Schema.org is a list of types and properties that search engines and other parsers agreed to understand. Organization. LocalBusiness. PostalAddress. The list is public. Using it does not make a page famous.

The rule that matters

Markup must describe the thing on the page. A roofer page should not be marked as an article about “best roofers” with a fake author. A Bronze file should not carry a GovernmentPermit node for a filing nobody attested.

Where firms overreach

They copy a competitor’s graph. They mark every employee as a founder. They add Review markup they cannot show. Parsers that used to be hungry are now suspicious. Suspicion is worse than silence.

Read why this exists. Check a name in the registry. Or start with a free check. Gold is $297 a year after the website is proved.

Does schema replace content?
No. It labels content. Empty pages with rich graphs are a bad idea.

Do Bronze files use LocalBusiness?
When the record is a local firm with a place. We do not force it onto national or online-only files.