Schema markup is a standardized code vocabulary – maintained at Schema.org – that you add to your web pages to help search engines understand your content. Instead of Google guessing what your page is about, schema markup tells it directly: this is a local business, this is a product, this is a review, this is an FAQ.

That extra context unlocks rich results – enhanced listings in Google Search that display additional information like star ratings, prices, FAQs, event dates, and more – directly in the search results page, before a user even clicks.

Schema markup doesn’t directly boost your rankings – but it makes your listing more visible, more informative, and more clickable than competitors who aren’t using it. Higher CTR means more traffic from the same rankings. That’s free performance.