# What is Schema Markup / Structured Data?

What is Schema Markup / Structured Data? JSON-LD code that explains page content to Google — products, reviews, prices, FAQs.

## How it works in practice

Schema markup is a 'direct conversation with Google.' Instead of Google guessing what your product is, you tell it explicitly: 'this is a product, the price is X, the rating is 4.8, and there are 230 reviews.' Google displays this in the SERP as a rich result — CTR jumps 20-30%.

## Related metrics

- Rich Snippets — schema generates rich snippets
- Product Schema — specific to product pages
- FAQ Schema — expands the SERP snippet
- Technical SEO — schema is a technical component

## Common misconception

'Schema requires complex coding.' Shopify adds product schema automatically. WooCommerce plus the Yoast SEO plugin also handles schema. FAQ schema can be added in 5 minutes with a free generator. Most stores just need to configure it, not code it.

## How to fix it

Rich snippets not appearing? (1) Test with Google's Rich Results Test (search.google.com/test/rich-results), (2) check for schema errors in GSC → Enhancements, (3) verify the page is indexed — schema doesn't work on non-indexed pages, (4) wait 2-4 weeks — Google takes time.

## Real-world example

A cosmetics store added product schema and review schema. Within 3 weeks, product pages showed stars, price, and availability in Google. CTR rose from 3.1% to 5.4%. Organic traffic +42% with no ranking change.

## Where to start

Product schema plus review schema are the two most important schemas for a store. WooCommerce: Yoast SEO plus Yoast WooCommerce SEO. Shopify: built-in plus a Schema app. Set this up before any link building.

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Category: SEO · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/schema-markup-structured-data