Defined term

Schema Markup

Structured data / schema.org

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Definition

Schema markup is machine-readable data embedded in a page, usually as JSON-LD, that states what the page is about in a fixed vocabulary: an organisation, a product, a price, an author, a date. It does not change what a human sees.

Why it matters

It removes guesswork about facts that are easy to get wrong by reading prose, such as which of several names is the company and what the price actually applies to. Ambiguity is what produces confidently wrong AI answers about a brand.

How to measure it

Extract the JSON-LD a page actually serves and check it validates and matches the visible content. Markup that describes something the page does not show is worse than none.

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FAQ

Questions teams ask before they start

Is GEO different from SEO?

They overlap on technical access and content quality, but GEO measures the answer itself — whether the brand is named, recommended and cited — instead of a ranking position.

How often should results be remeasured?

Keep the question set stable and rerun on a fixed cadence, then compare like with like. Changing questions and cadence at the same time makes results incomparable.

Does being cited mean being recommended?

No. A page can be cited as background while a competitor is the one actually recommended. The two are reported separately.

Is this written by AI?

Drafts can be generated, but every published piece goes through human review. Nothing reaches the site automatically.

How does this relate to traditional SEO?

It overlaps but is not the same. Both reward clear, credible content; only one of them is measured by whether a model names you in an answer.

Where do the definitions come from?

From how the measurement actually works in the product, so the vocabulary on the site and the numbers in the workspace mean the same thing.

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