Technical SEO

Schema.org

Also known as: JSON-LD, Structured Data

Definition: Schema.org is a shared vocabulary of structured data, maintained by Google, Microsoft, Yahoo, and Yandex, used to describe entities and relationships on web pages. It is the universal language search engines and LLMs use to understand content.

Schema.org defines hundreds of entity types (Organization, Person, Article, Product, etc.) and properties to describe them. The most widely used format today is JSON-LD, embedded via the <script type="application/ld+json"> tag.

Essential schemas for GEO

  • Organization / ProfessionalService: defines the institutional entity.
  • Article / TechArticle: editorial content with author, date, topics.
  • FAQPage: structured questions and answers.
  • HowTo: step-by-step tutorials.
  • DefinedTerm / DefinedTermSet: glossary and conceptual entries.
  • Dataset: proprietary data and research.
  • BreadcrumbList: navigational hierarchy.
  • Speakable: snippets optimized for voice assistants.

Advanced schema: own knowledge graph

Using @graph and consistent @id values, you can connect entities across pages, forming a semantic graph that LLMs and Google understand as a coherent structure — not just isolated pages.

External references

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