Structured data that LLMs actually read
Schema.org isn't just for prettier Google results anymore — it's how machines and models understand who you are. Here is what to mark up, and why it matters.
Schema.org markup used to be a trick for richer Google results — a star rating here, an FAQ dropdown there. In 2026 it is something bigger: the layer that lets search engines and language models understand who you are and what you offer without guessing.
From rich results to machine understanding
JSON-LD turns prose into facts a machine can trust: this is an Organization, it offers these Services, it knows about these topics, it answers these questions. That certainty is exactly what generative and answer engines reward.
What to mark up
- Organization / ProfessionalService — identity, contact, the services you offer, what you know about.
- FAQPage — real questions and answers, lifted straight into AI responses.
- Article / BlogPosting — author, date and topic for every piece you publish.
- BreadcrumbList — how each page sits within the whole.
Entities over keywords
Modern discovery is about entities and relationships, not keyword density. sameAs, knowsAbout and consistent naming connect your site to the wider knowledge graph — so a model placing you in an answer knows exactly who it is citing.
If you don't tell the machines what you are, they will decide for you.