Machines don't infer — they read. Schema is how you hand search engines and AI platforms the facts about your business in a format they can't misread.
Schema markup is a block of code on your pages that states facts — who you are, what you offer, where you operate, what customers ask — in a standard format machines trust. It powers rich results in Google, feeds knowledge graphs, and gives AI platforms quotable facts instead of guessable prose. Five types cover most businesses.
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DIY: generate a LocalBusiness block with our free schema generator and paste it into your CMS's head/custom-code field. Plugin: most WordPress/Shopify/Wix setups have schema plugins — fine for basics, but audit what they output; auto-generated markup is often incomplete or wrong. Professional: for Service, FAQ and Review markup across a whole site, mapped to a deliberate entity strategy — that's our Schema Markup Implementation service.
1. Never mark up what isn't on the page — schema that contradicts visible content erodes trust and risks manual penalties. 2. Validate everything — one syntax error and the whole block is ignored; use Google's Rich Results Test. 3. Keep it current — stale schema (old hours, dead services) actively feeds machines wrong facts. Schema is a statement of record, not a set-and-forget plugin.
Related: entity SEO & knowledge graphs — where schema fits in the bigger picture.