Schema markup

Schema markup is structured data you add to your website's HTML to help search engines and AI systems better understand what your content is about. It uses a standardized vocabulary from schema.org, and it's one of the most effective technical tools for improving how your site is interpreted by both search engines and answer engines.

When you add schema markup, you're giving machines explicit information about your content — not just the text on the page, but the meaning behind it. For example, you can mark up an article to indicate who wrote it, when it was published, and what it's about. You can mark up a product page with price, availability, and reviews. You can mark up a local business with its address, phone number, and hours.

For AEO specifically, schema markup helps AI systems pull accurate, structured information about your content when generating answers. If someone asks an AI assistant a question and your page has well-implemented schema that directly answers it, you're more likely to be cited or referenced in the response.

In Webflow, you can add schema markup using custom code. The most common format is JSON-LD, which you add as a script tag in the head of your page through Webflow's custom code settings. You don't need to modify your HTML structure — just add the JSON-LD script alongside your existing content.

Common schema types worth implementing include Article, FAQPage, Organization, Product, and BreadcrumbList. The right ones depend on your site's content and goals.

Tools like Google's Rich Results Test let you validate your schema markup to make sure it's implemented correctly before you publish.