What schema markup does
Schema markup is structured data in your page's code that tells search engines exactly what the page is about: a business with an address and opening hours, a product with a price, an article with an author. It uses the shared schema.org vocabulary, and JSON-LD is the format Google recommends.
It can make a page eligible for rich results such as review stars, product prices and event dates, and it gives AI answer engines clean facts they can quote.
How to add it to your site
Paste the script tag into the page's HTML, ideally in the head. On WordPress, use a header-scripts plugin or your SEO plugin's custom schema field. On Next.js, render it in a script tag with type application/ld+json.
Then test the URL in Google's Rich Results Test and the Schema Markup Validator, and fix anything they flag.
Only mark up what is on the page
Structured data must match what visitors can see. Marking up reviews, prices or FAQs that aren't on the page breaks Google's guidelines and can cost you rich results. That's why the generator never invents values.