Schema markup

Also called: structured data, JSON-LD

Schema markup is structured data, written in JSON-LD, that tells search and AI engines what a page means rather than making them guess. For a law firm it defines the organization, its services, location, and FAQ content so engines can recognize the firm as a credible entity and cite it accurately.

A crawler sees a page as text and code; schema translates it into facts an engine can act on. Schema helps a good page get understood faster, but it cannot rescue a thin one. Markup describes content; it does not replace it.