Schema markup
Schema markup (also called structured data) is code added to a webpage's HTML that provides search engines with explicit, machine-readable context about the page's content — helping search engines understand not just what's on the page, but what it means.
What is Schema Markup?
Schema markup (also called structured data) is code added to a webpage's HTML that provides search engines with explicit, machine-readable context about the page's content — helping search engines understand not just what's on the page, but what it means.
Schema uses a standardized vocabulary defined at schema.org, maintained by Google, Bing, Yahoo, and Yandex. By annotating content with schema properties, you tell search engines: this content is a Product, this is a Review, this is a FAQ — and here are its specific properties.
What Schema Enables
What schema enables — Rich results in Google Search: Star ratings and review counts beneath organic results, FAQ dropdowns that expand directly in the search results page, Event dates and locations, Product prices and availability, Recipe times/ingredients/calorie counts, and Breadcrumb navigation trails in the URL line.
Types of schema most relevant for Webflow sites include: Organization (name, logo, social profiles, contact information), Article/BlogPosting (blog content with author, date, headline), FAQPage (FAQ sections that can expand in search results), BreadcrumbList (navigation hierarchy), Review/AggregateRating (product and service ratings), LocalBusiness (for location-based businesses), and SoftwareApplication (for SaaS products).
In Webflow, schema markup is added via custom code embeds using JSON-LD format (the format Google recommends). At Appsrow, we implement schema markup as a standard component of our Webflow SEO builds — it directly supports AEO goals too.
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