A page of HTML tells a machine how content should look, not what it means. Schema markup fills that gap using a shared vocabulary from schema.org. Marking a block as a LocalBusiness with an address, opening hours and a phone number turns text a crawler would have to guess at into facts it can rely on. Common types for small businesses include LocalBusiness, Organization, Product, Service, FAQPage, Article and BreadcrumbList.
Two benefits follow. The first is eligibility for rich results, the enhanced listings that show ratings, prices or breadcrumbs in search. Google decides whether to show these, so markup makes you eligible rather than guaranteed. The second, increasingly the more valuable one, is entity resolution: structured data helps search and AI systems be confident about who you are, what you sell and where you operate, which reduces the chance of being described incorrectly or confused with a similarly named business.
Schema is also a useful discipline for its own sake, because writing it forces you to state your facts plainly somewhere on the page. Hours, service areas, prices and policies written out clearly help crawlers, help AI systems, and help the AI chat widget on your own site: Clerkzo learns from your pages, so a site that states its facts explicitly produces a widget that answers visitors with confidence rather than hedging.
Related terms
Browse all 142 terms- Data RetentionData retention is the policy and practice of deciding how long you keep each type of data before deleting it, based on how long you actually need it and what the law requires or permits.
- Data ResidencyData residency refers to the country or region where an organisation's data is physically stored, and to any requirement that it stay within a particular jurisdiction.
- Data Processing Agreement (DPA)A data processing agreement (DPA) is a contract between a data controller and a data processor that sets out how the processor may handle personal data on the controller's behalf, what safeguards apply, and what happens when the arrangement ends.
- Training DataTraining data is the collection of examples an AI model learns from during training. Its content, quality and coverage shape what the resulting model knows and how it behaves.