Schema.org

Schema.org is a collaborative project by Google, Bing, Yahoo, and Yandex that provides a shared vocabulary for marking up structured data — bibliotheekterm on web pages. It defines hundreds of types (Article, Product, Organization, Person, FAQPage, etc.) that make the meaning of your content explicit to machines.

How does Schema.org work?

You add Schema.org markup to your HTML, usually as JSON-LD in a <script> tag. This describes entities on your page: what is it, who wrote it, when was it published, what is the subject? Search engines use this information for rich snippets — bibliotheekterm and knowledge panels.

Schema.org and AEO

Schema.org is one of the most powerful tools for AEO — bibliotheekterm. It makes your content machine-readable and gives AI models explicit context. Websites with correct Schema.org markup are better understood and more frequently cited by AI answer engines.

JSON-LD code examples

Article

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "What is Answer Engine Optimization?",
  "description": "A complete guide to AEO and how to optimize your website for AI search engines.",
  "image": "https://example.com/images/aeo-guide.jpg",
  "author": {
    "@type": "Person",
    "name": "John Smith",
    "url": "https://example.com/author/john-smith",
    "jobTitle": "SEO Specialist"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Inc",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2026-01-15",
  "dateModified": "2026-04-20",
  "mainEntityOfPage": "https://example.com/blog/what-is-aeo"
}
</script>

Organization

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Inc",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "description": "Digital agency specialized in SEO and AEO.",
  "foundingDate": "2015-03-01",
  "sameAs": [
    "https://www.linkedin.com/company/example-inc",
    "https://twitter.com/exampleinc"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-123-4567",
    "contactType": "customer service",
    "availableLanguage": ["English", "Dutch"]
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "New York",
    "postalCode": "10001",
    "addressCountry": "US"
  }
}
</script>

FAQPage

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is Schema.org?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema.org is a standardized vocabulary for structured data, developed by Google, Bing, Yahoo, and Yandex."
      }
    },
    {
      "@type": "Question",
      "name": "Which format should I use for Schema.org?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Google recommends JSON-LD. It is the easiest to implement and maintain."
      }
    }
  ]
}
</script>

LocalBusiness

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Main Street Bakery",
  "image": "https://example.com/bakery.jpg",
  "url": "https://example.com",
  "telephone": "+1-555-987-6543",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "456 Oak Avenue",
    "addressLocality": "Portland",
    "postalCode": "97201",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 45.5152,
    "longitude": -122.6784
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
      "opens": "07:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "08:00",
      "closes": "17:00"
    }
  ]
}
</script>

JSON-LD vs Microdata vs RDFa

Common mistakes

• Missing required fields: every Schema.org type has required properties. An Article without headline or datePublished is ignored by Google.
• Markup that doesn't match page content: if you add FAQPage schema, the questions must actually be visible on the page. Hidden content leads to a manual action.
• Incorrect nesting: an author should be a Person or Organization object, not a plain string. Always use the full object.
• Duplicate types on the same page: two Article schema blocks on one page confuse search engines. Use a single, complete block.
• Using deprecated types: outdated types or deprecated properties like mainEntityOfPage as a string (instead of URL) won't generate rich results.

Frequently asked questions