Glossary
What is schema markup?
Schema markup, also called structured data, is code added to a web page that describes its content in a standard vocabulary from Schema.org, so search engines and AI systems can tell exactly what the page is about.
Also called structured data, JSON-LD, schema.org markup
How it works
Schema.org is a shared vocabulary launched in 2011 by Google, Microsoft and Yahoo, later joined by Yandex. It defines types such as Organization, Article, Product, FAQPage, BreadcrumbList and Event, each with properties like name, url, author or price.
The most common way to add it is JSON-LD: a script block in the page that holds the data as JSON. Google recommends JSON-LD because it sits apart from the visible HTML and is easy to keep up to date.
Why it matters for B2B websites
Structured data removes guesswork. It tells a crawler that “Pentaclay” is an organization with a given logo, address and social profiles, that a page is a case study published on a given date, or that a list on the page is a set of questions and answers.
Some types can earn rich results in Google, such as breadcrumbs, review stars on product pages and event details. Google narrowed FAQ rich results in 2023 to a small group of authoritative sites, so FAQ markup now mainly helps machines understand the page rather than changing how it looks in search.
Example
- Organization on every page: name, logo, url, sameAs links to official profiles
- BreadcrumbList on inner pages: the path from the home page
- Service or Product on offer pages
- Article or BlogPosting on posts, with author and dates
- FAQPage where the page shows real questions and answers
Rules to follow
Markup must describe what visitors can see. Marking up reviews, prices or questions that are not on the page breaks Google’s guidelines and can lead to a manual action. Validate pages with Google’s Rich Results Test and the Schema.org validator after every template change.
How we handle it
We generate schema from the same data file as the visible copy, so a changed FAQ answer updates the page and its markup together. Every page we build carries Organization and BreadcrumbList data, with page-specific types on top. It is part of every website design project, not an extra.
Last updated 15 November 2026
