What is Schema Markup and how can I use it for SEO?

Schema Markup allows you to display deliberately structured, rich content in your Search Engine Results Pages (SERPs), instead of relying on the search engines own somewhat-crude (or at least without nuance) interpretation.

“You use the schema.org vocabulary along with the Microdata, RDFa, or JSON-LD formats to add information to your Web content” (Schema.org, 2022).

So these Markups help search engines better understand the context of your web page —and then display the information in a much more useful, relevant and rich way. Think of them as higher quality SERP snippets. And also as a best practice that you need to add to your web pages.

Results-wise, SEO Markup can increase click through rates from organic search channels. Whether it increases your page ranking is somewhat subject to speculation, as A/B testing is harder to do in the world of SEO. Generally, you’re relying on comparison of before and after, which isn’t as scientifically-sound as results can be impacted by external factors (seasonality, competitor activity, offers, pandemics…).