What schema does
Schema is a shared vocabulary that tags the parts of a page: this is a person, this is their job title, this is an organization, this is an article and its author. Search engines read these labels to understand context they would otherwise have to guess.
Done well, it helps you qualify for rich results and feeds the Knowledge Graph with clean, machine-readable facts.
Share of mobile pages in the HTTP Archive crawl carrying each JSON-LD type, 2024
Source: HTTP Archive, Web Almanac 2024: Structured Data, read October 10, 2026.
Selected types from the chapter's JSON-LD section. The same chapter puts JSON-LD in any form on 41% of pages, up from 34% in 2022.
Where it helps most
- Person and Organization markup ties a name to a role, a company, and verified profiles.
- Article and author markup connects your bylined content back to you.
- sameAs links tell search engines that your site, LinkedIn, and press profiles are all the same entity.
The payoff
Clean structured data reduces ambiguity. When a search engine or AI model is confident about who you are and what you are connected to, it is far more likely to present you accurately and prominently.
See how we build this into a campaign
Media Morpheus builds press, podcasts, and authority signals into one plan, with prices you can see up front.
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