Schema markup is code added to a page that tells search engines what the content represents: a company, a product, an article or a question. In short: it helps Google understand the page and unlocks rich results — stars, prices, FAQs — that boost visibility and click-through rate.
What structured data is
Structured data (usually in JSON-LD format) is a "labeling" of information. Instead of letting Google guess, you state it explicitly: this is the company name, this is the price, this is the author. It's an international standard, schema.org, used by all major engines.
Which types matter for businesses
- LocalBusiness — name, address, phone, hours; essential for local SEO.
- Product and Offer — price, availability, reviews for stores.
- FAQPage — questions and answers that can show directly in Google.
- Article and BreadcrumbList — for the blog and clear navigation.
What it gets you concretely
Rich results take up more space in search and attract more clicks without paying for ads. Structured data also helps AI models cite you correctly — so it's an investment in both classic SEO and AEO optimization.
How to implement it
The safest approach is JSON-LD in the page head, generated automatically from the site's real data. Then you verify everything with Google's rich results test. Important: only mark up information visible on the page, or you risk a penalty.
Common mistakes
- Schema data that differs from what's shown on the page.
- Incomplete or broken markup that Google ignores.
- No LocalBusiness for a local business in Moldova.
At shadowforge we build correct schema markup into every site as part of technical SEO, not as an afterthought. Message us if you want your pages to show with rich results in Google.