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Lunarlink Solutions, Toronto
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Schema markup is structured data added to a web page in a standard vocabulary, usually as a block of JSON-LD in the page source. It tells search engines and AI systems what the page is about in machine terms: this string is a business name, this one is an opening time, this one is a question and its answer.
Schema markup does not make a page rank higher on its own. What it does is remove guesswork. Without it, a search engine reads a page and infers that the string of digits near the top is probably a phone number. With it, the page states outright that the number is the customer service line for a named business in a named city.
That certainty is what earns rich results in search listings, and it is increasingly what decides whether an AI answer repeats a fact correctly or invents a plausible substitute.
Four cover almost everything. LocalBusiness or one of its subtypes for the organisation itself, with address, hours, and service area. Service for each thing sold. FAQPage where a page genuinely answers questions. BreadcrumbList so search results show the site structure rather than a bare URL.
Markup has to match what a visitor can see on the page. Marking up an FAQ that does not appear in the page body, or a star rating that no customer ever left, is a manual-action risk and not a shortcut. Review markup in particular should never ship without real, attributable reviews behind it.
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