What is schema markup?
Structured data added to a page in a format Google reads directly, describing the business, the article, the product or the questions answered. It is how prices, ratings and FAQs appear in results.
Schema markup is a small block of code, invisible to visitors, that describes what a page is in a vocabulary search engines agree on. Instead of Google having to work out that a page is a local business with a phone number and opening hours, the page says so directly.
It can describe a business, an article and its author, a product with its price, an event, a recipe, a set of frequently asked questions, and a great deal more. When Google chooses to use it, it can show up in the results as star ratings, prices or other detail that makes a listing stand out.
It is worth being honest about its limits, because it gets oversold. Schema does not make a page rank on its own, and there is no evidence that it makes an AI assistant cite you. What it does is remove ambiguity, which helps Google understand and display the page correctly. That is an SEO job done well, not a shortcut, and we explain where it fits in why AI visibility is still just SEO.
Search that compounds, run by people who show their work.
Strategy, technical, content, links and local, planned together and reported against the numbers your business cares about.