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Home / Glossary / Schema Markup
Glossary · Marketing

Schema Markup

Structured Data

In plain language

Hidden labels in your website's code that tell search engines and AI tools exactly what each piece of information is.

The metaphor

Like labelling the boxes when you move, so the movers don't have to guess which one holds the kitchen.

Going deeper

How it works

  • Schema.org is a shared vocabulary backed by Google, Microsoft and other search engines.
  • Labels mark up facts like your business name, address, hours, prices, reviews and FAQs.
  • It is usually a small block of code (JSON-LD) that visitors never see.
  • It can earn richer search results, like hours or star ratings, and helps AI tools read your facts correctly.

What can go wrong (example scenario)

A restaurant's hours were only shown in an image. Google picked them up from an old directory instead and showed the wrong closing time for months.

How WILDCARD handles it

Managed Search adds and checks schema markup as part of monthly site optimisation. teamwildcard.ca uses it on its own pages.

In practice
  • Local business markup for name, address, phone and hours.
  • Product markup with a price on a service page.
  • FAQ schema on a question-and-answer section.

A question owners ask

Will schema markup guarantee stars or extras in Google?

No. It makes you eligible. Google decides what to show.

Where WILDCARD handles this
Managed
Search
  • SEO, managed monthly
  • Rankings tracked and reported
  • Site and content optimised
Start with Managed Search
Related terms
AEOAnswer Engine OptimizationAI OverviewsBacklinksCanonical URLCore Web VitalsDomain AuthorityE-E-A-TExperience, Expertise, Authoritativeness, TrustworthinessFAQ Schema

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