# What is Schema markup (structured data)?

Schema markup is structured data added to a page's code, using the Schema.org vocabulary, that labels what the content is, an organisation, an article, a FAQ, a product, so machines can interpret it unambiguously.

## How it works

It does not change what a human sees; it adds a machine-readable layer that states the page's entities and relationships explicitly. This helps search and AI systems understand and confidently attribute the content.

It correlates with being cited. In rawmktg's analysis, [53% of AI-cited pages carried valid schema](/blogs/schema-markup-ai-citations-2026), making cited pages markedly more likely to have structured data than uncited ones, though it supports rather than replaces clear on-page content.

## Schema markup vs on-page content

On-page content is what the model reads and quotes. Schema markup is metadata that tells the model what that content is and how its entities connect. The first earns the citation; the second reduces ambiguity about who and what is being cited.

## Why it matters for B2B

Schema is low-cost infrastructure that makes your pages easier for machines to classify and attribute correctly. In a field where misattribution is common, that clarity is a direct GEO advantage.

**Common mistake**

Marking up content that is not actually visible on the page, or whose claims the body does not support. Engines cross-check schema against on-page content; mismatched markup reads as low-trust and can do more harm than shipping none.

*Source: https://rawmktg.com/glossary/schema-markup · rawmktg. by Vinayak Ravi*