Schema markup
The concrete code with which you place structured data on your page, according to the Schema.org vocabulary, so search engines understand your content better.
By Tanguy De Keyzer · Founder & digital strategist
Schema markup is the concrete code with which you apply structured data on your page, according to the shared vocabulary of Schema.org. Where structured data is the concept, schema markup is the practical implementation: the rules you add to label a product, article, company or frequently asked question. See also our concise explanation of what schema markup exactly is.
What types of schema exist?
Schema.org has hundreds of types, but for most sites there are a few that make the difference. Think of Organization and LocalBusiness for your company details, Article for blog content, FAQPage for frequently asked questions, and Breadcrumb for your navigation path.
Which you use depends on your goal. A knowledge article benefits from Article and FAQ schema, while a service page benefits above all from clear company and review information that underpins your E-E-A-T.
How do you implement schema correctly?
The recommended method is JSON-LD: a block of code in the <head> or body of your page that is separate from the visible layout. That is clear to manage and easy to maintain. It is important that your markup always matches what the visitor actually sees on the page; misleading or invented data can be penalised by Google.
After implementation you test your markup, so you know for sure that you qualify for rich snippets and more striking search results.
What it means for your growth
At Customer Impact we use schema markup in a targeted way where it delivers visibility and trust, not as a technical trick for show. For B2B companies it helps search engines and AI systems such as an AI Overview to interpret and display your expertise correctly. The result is that the right decision-maker recognises you as the reliable choice, even before they land on your site. Specifically for AI systems, review and rating schema works as social proof that underpins your credibility in generated answers.
From theory to growth.
We turn Schema markup into measurable results for your business.