What is schema markup?
Schema markup, also known as structured data or schema, helps make the information on your website SEO-friendly and machine-readable. The information in the schema markup is readable because it's structured in a standardized format that's embedded in a webpage's HTML. When brands implement schema markup on their web pages, the structured data schema gives AI models clues about what page elements mean (e.g., hours of operation, production specifications, reviews).
Coding your website with schema markup is table stakes for brands trying to stay visible in traditional and AI search.
Despite its benefits, not all brands and websites use schema markup — or use it to its full extent. Why? Manually tagging content is complex and time-consuming.
But your brand is at a disadvantage if you're not using schema markup — or if you're not using it effectively.
How schema markup improves SEO and brand engagement
Schema markup improves search engine optimization (SEO) by enhancing how search engines interpret, display, and rank web content, delivering rich snippets in SERP. More than 72% of sites on Google's first page use schema, but research estimates that only 50% of brands use schema markup. However, brands that use schema markup see significantly higher click-through rates (25%-82%) than brands that don't.
Meanwhile, as search shifts to AI-driven platforms and search "experiences" keep developing, schema markup helps these platforms understand and use the information on web pages because it's been structured in a standardized way.
Schema markup can power rich results (also called rich snippets). Rich results contain elements like star ratings, reviews, images, pricing, product availability, FAQs, and more. These elements can make your listing more visible on a page or in AI-generated content, and they're full of content that customers view as helpful and informative, especially when compared to brands that don't surface with rich results.
Types of schema markup
Schema markup was developed collaboratively by major search brands like Google, Bing, and Yahoo. The collaboration led to a standardized vocabulary held by Schema.org. There are approximately 800 types of schema and nearly 1,500 schema properties. For local SEO, you start by exploring the LocalBusiness schema to help structure essential details like your business name, address, hours, and services.
Yext Pages makes schema markup a no-brainer
Yext Pages sets you up with the schema you need, so you don't have to think about it. Yext Pages are built with lightning-fast load speeds, structured data for search engines and LLMs to understand your web page content, and responsive design on every device. Brands using Yext Pages unlock a better user experience and future-proof SEO and brand visibility. They're also key for managing your brand's local digital presence at scale.
We use the same business information that powers your listings, and you can easily add or modify content on these pages without involving IT. When you do make changes? Expect content updates on pages in minutes, not hours. Plus, you'll never sacrifice load speed or page performance.
Yext Pages are built with scale, speed, and local SEO practices in mind. Learn more about Pages.