Content and entities
Schema markup
Schema markup is structured data written with the schema.org vocabulary, describing a page as an article, a product, an FAQ, an organisation or another recognised type. It makes a page's purpose explicit rather than inferred.
In more detail
Useful types for AEO include Organization with linked social profiles, FAQPage for rendered questions, Article with a named author and an update date, and DefinedTerm for glossary entries.
Guides that cover this
Related terms
Structured data
Structured data is machine-readable markup that states what a page is and what it contains. It helps search engines show rich results and helps AI systems understand a page before deciding whether to use it.
JSON-LD
JSON-LD is the recommended format for structured data: a block of JSON in the page head describing the page using schema.org types. It is preferred because it sits apart from the visible markup and is easy to maintain.
FAQ schema
FAQ schema is structured data marking a page's questions and answers as an FAQPage. It makes question-and-answer content explicit, which suits both rich results and AI systems looking for a direct answer to lift.
Knowledge graph
A knowledge graph is a structured store of entities and the relationships between them — companies, people, products and how they connect. Search and AI systems use it to know what a name refers to.
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