Definition
What is schema markup?
Schema markup (structured data): Schema markup is structured data, usually JSON-LD using the Schema.org vocabulary, embedded in a page to state explicitly what it describes, such as a business, service, product, person, or article. It can support interpretation and eligibility for supported search features, but it does not guarantee rankings or enhanced results.
Also called: structured data, JSON-LD, Schema.org markup.
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What good schema looks like
One connected graph per page: Organization and WebSite nodes with stable identifiers, a WebPage node for the page, and the page’s main entity (Service, Product, Article, Person), cross-referenced rather than duplicated. Every property describes something visible on the page. Data is generated from the same source as the visible content, so it cannot drift.
What to avoid
Avoid unsupported or inapplicable types, self-serving review ratings, invented properties, and hand-pasted snippets that can drift from changing page content. Structured data should describe what a visitor can verify on the page. A worked, vertical-specific breakdown — types, a correct example, and the common mistakes — is at law firm schema markup.