Schema Markup is the practical implementation of structured data according to the schema.org standard, usually as JSON-LD code in a page's source code.
Schema Markup versus structured data
The terms are often used interchangeably, but schema markup refers specifically to the schema.org vocabulary itself: the hundreds of defined types (Organization, LocalBusiness, Service, FAQPage, DefinedTerm) and their properties, maintained by a consortium of Google, Microsoft, Yahoo, and Yandex.
From separate blocks to a coherent graph
Many websites implement schema markup as isolated blocks on each page, with no connection between them. Correctly implemented schema markup connects entities via @id-references: the same business entity, the same website node, repeated and linked throughout the site to form a single coherent knowledge graph rather than isolated silos.
Common Mistakes
- Multiple plugins running queries simultaneously and uncoordinated on the same page.
- Schema that states something different from the visible page content (a risk of manual action by Google).
- Incomplete or invalid JSON-LD that is silently ignored by the parser.
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