Glossary · Search fundamentals
Schema Markup
The definition
Schema markup is structured-data code, usually written in JSON-LD, that is added to a webpage to describe its content in a standardized vocabulary so search engines and AI can understand it precisely and display richer results.
In short
- It uses the shared Schema.org vocabulary, supported by Google, Microsoft, and other engines.
- It can unlock rich results — review stars, FAQs, business hours, breadcrumbs — in search listings.
- It clarifies entities (who, what, where) in a way plain text alone cannot, which helps AI engines cite content.
- It does not directly boost rankings, but improves how a page is understood and displayed.
How it applies to Calgary businesses
For a Calgary business, schema markup is how you tell Google exactly what you are — a local business, with this address, these hours, these reviews, this service. Done well, it can earn eye-catching rich results in the listings and make your content easier for AI engines to quote accurately. Local-business, FAQ, and review schema are among the highest-value types for service businesses.
Related terms
Learn more: Schema markup powers our AI Search Optimization (GEO) and SEO work.