Schema.org
Schema.org is a shared vocabulary for structured data, the code that labels the facts on a web page so software can read them. Google, Microsoft, Yahoo and Yandex founded it. A steering group with people from those companies and the W3C, the group that sets web standards, makes the decisions about it today.
Source: Schema.org, About Schema.org, checked October 29, 2026
What Schema.org means for your business
Schema.org defines the words, like what Bakery or priceRange mean. Each search engine's own docs say which of those words it reads and what it does with them, so we'd check Google's and Bing's pages before counting on any one.
Its pages are where we'd go when a plugin or a guide uses a term we don't know. Every type has a page that lists its properties and shows where it sits among the other types. The vocabulary keeps growing through a public W3C community group, so an old tutorial can be out of date.
For a small business, a handful of types cover most of the work: one for the business, one for the website, and one for each kind of page that needs it. We'd skip the hundreds of types that don't match anything on your pages.
If you've added the code and AI answers still get your business wrong, the next place we'd look is the listings and profiles that describe you.
Last reviewed October 29, 2026. All terms
How AI answers it today
On October 29, 2026, Google's AI Overview cited Schema.org, Wikipedia, Reddit, YouTube and agency blogs, and said AI tools use structured data, credited to Reddit and an agency blog. ChatGPT linked Schema.org, Google's structured data guide and the Schema.org validator.
Our run through ChatGPT and Google's AI Overview, October 29, 2026. A sample, not what every buyer sees.
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