# What Is Schema Markup (Structured Data)? > Schema markup, or structured data, is code that tells search engines and AI tools what a page is: a company, an article, a product or an FAQ. How it works. Source: https://pentaclay.com/glossary/schema-markup 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](https://pentaclay.com/services/b2b-website-design) project, not an extra. Read next - [AI search optimization](https://pentaclay.com/services/ai-search-optimization) - [Framer SEO guide](https://pentaclay.com/guides/framer-seo-guide) Last updated 15 November 2026 Related terms ## Terms that go with schema markup - [Answer engine optimization (AEO) Answer engine optimization (AEO) is the practice of structuring a website’s content so that search features and AI assistants can lift it as a direct answer to a question, and name or link the source.](https://pentaclay.com/glossary/answer-engine-optimization) - [Canonical tag A canonical tag is a line of HTML in a page’s head, written as , that tells search engines which URL is the preferred version of a page when the same or very similar content is available at more than one address.](https://pentaclay.com/glossary/canonical-tag) - [Open Graph image An Open Graph image is the picture a website specifies, with the og:image tag, to appear in the preview card when a link to one of its pages is shared on social networks and messaging apps.](https://pentaclay.com/glossary/open-graph-image) - [Meta description A meta description is a short summary of a web page, written in an HTML tag in the page’s head, that search engines may show under the page title in search results.](https://pentaclay.com/glossary/meta-description) [All glossary terms](https://pentaclay.com/glossary) ## Questions about schema markup ### Can’t find your answer? Book a call and let’s talk. [Book a call](https://cal.com/pentaclay/discovery-call) Or email us at [contact@pentaclay.com](mailto:contact@pentaclay.com) Is schema markup a ranking factor? Google has said structured data is not a direct ranking factor. It helps search engines understand a page and can make it eligible for rich results, which can change how many people click. What is the difference between schema markup and structured data? Structured data is the general idea of describing page content in a machine-readable format. Schema markup usually means structured data written with the Schema.org vocabulary, which is what nearly all websites use. Do AI assistants read schema markup? AI companies do not publish exactly how their crawlers use structured data. Schema is plain text in the page’s HTML, so any crawler that reads the HTML can read it, and it states facts unambiguously. Can Framer and Webflow sites have schema markup? Yes. Both let you add custom code to the page head, and Webflow can fill JSON-LD from CMS fields. On a coded site, such as Next.js or Astro, it is usually generated from the page data. ## Your business grew up. Your website should too If customers need a demo just to understand what you sell, your website isn’t doing its job. - We sign an NDA on request. - You own the site, the code and every account once it’s paid. - Your first call is with Erfan, the founder. **Kazi Mohammed Erfan** Founder Don’t want to fill in the form? [Book a call directly](https://cal.com/pentaclay/discovery-call) ## Not sure? Ask AI about Pentaclay ### Pentaclay, in short Updated 17 Oct 2026 Pentaclay is a B2B website design agency for AI companies that sell to enterprises. We write, design and build marketing websites in Framer, Webflow and Next.js, and stay to help after launch. Pentaclay LLC is registered in New Mexico, USA; our team works from Dhaka, Bangladesh, with calls until 12:30pm US Eastern. Founded in 2023 by Kazi Mohammed Erfan, who brings 12 years of design experience.