Schema markup
Schema markup is structured data added to a page’s code. It uses the shared Schema.org vocabulary to tell search engines and AI systems what the content describes.
Area
SEO and AEO
What it means in practice
Schema labels content in a form machines can read. It can say a page describes an organization with a certain logo and social profiles, an article with an author and publish date, or a software product with a price. Google recommends the JSON-LD format, a block of code in the page that doesn’t change what visitors see.
Common types for B2B sites include Organization, WebSite, Article or BlogPosting, SoftwareApplication or Product, BreadcrumbList, FAQPage and Person.
Schema can make pages eligible for rich results in Google, such as breadcrumbs and article details. Google has narrowed rich results over the years, and it stopped showing FAQ rich results in May 2026. For most B2B sites, the main value now is clarity. It helps machines understand the entities on a page and how they relate.
Why it matters for B2B and AI teams
As more discovery happens through AI answers, clear structured data is one way a site can describe itself precisely. It helps search engines connect your company, products, people and content, which supports both traditional rankings and how AI systems summarize you.
For B2B companies with several products, schema also clarifies which product is which and how each relates to the company. That lowers the chance of a search engine or assistant mixing them up.
How we approach it
Framer and Webflow both allow custom code, which is where JSON-LD usually goes. Structured data is easiest to plan alongside information architecture, once the site’s structure and content model are clear. It isn’t a standard part of our builds, so name it when we agree the scope.
FAQ
Only indirectly. Structured data helps search engines understand pages and can make them eligible for rich results, which can improve how a page appears in search. Google has said it isn’t a general ranking factor.
Organization and WebSite on the homepage, Article or BlogPosting on articles, BreadcrumbList on deeper pages, and SoftwareApplication or Product where relevant.
Use Google’s Rich Results Test and the Schema.org validator. Search Console also reports structured data issues it finds on your site.
Keep exploring
Related terms
Technical SEO
Technical SEO is the work that helps search engines crawl, render, understand and index a website. It covers the site’s structure, speed, code and settings.
AEO (answer engine optimization)
AEO (answer engine optimization) is the work of structuring content so search features and AI assistants can find it, understand it and use it in direct answers.
GEO (generative engine optimization)
GEO (generative engine optimization) is the work of making a brand and its content more likely to be accurately mentioned, cited and recommended in answers written by AI models.
llms.txt
llms.txt is a proposed standard for a plain-text Markdown file at the root of a website that gives AI models a short guide to the site’s most useful content.
CMS (content management system)
A CMS (content management system) is the software that lets a team create, edit and publish website content without touching code.
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