Using schema markup to improve digital marketing
Friday 26th September 2025
Schema markup is structured data added to a website to provide context about content. Schema markup helps search engines to understand the accuracy and reliability of your content so it can rank you accordingly. Schema markup can be things like:
- Products
- Services
- Events
- Articles
- News
- FAQs
- Price
- Reviews
- Testimonials
- Related people
- Related content
Advantages of using schema markup for digital marketing
Schema markup improves visibility, enhances AI recognition and increases user engagement across digital channels.
Improved visibility in search
Schema enables rich snippets in search results, showing additional information such as ratings, prices or event dates. It is important to develop a good schema markup strategy as optimised listings have a higher click-through-rate (CTR) as well as helping your company to be transparent in helping users find information they need quickly.
Artificial Intelligence (AI)
Structured data helps AI platforms, including ChatGPT, interpret content accurately, increasing the chance that business information is referenced in AI-generated responses.
Local marketing
Schema highlights address, opening hours and contact details, improving performance in local search results.
User engagement
Presenting information clearly makes it easier for users to find answers, improving experience and credibility.
How to implement a scheme markup strategy
Common types include product, FAQ, event and article schema. Many CMS platforms and SEO plugins offer tools for implementation, otherwise speak to your website developers and they will be able to assist you in implementing different schema’s onto your website.