Promotion
Schema markup
Also known as: structured data, Schema.org markup, JSON-LD
Definition
Schema markup is structured data based on the Schema.org vocabulary, usually delivered as JSON-LD: it tells search engines and AI answer engines which part of the page is a product, a price, a review, an organisation or a question with its answer.
Technically the markup is a JSON-LD block in the page source that mirrors the visible content in machine-readable form. The baseline set for a commercial site is small: Organization sitewide, BreadcrumbList for the breadcrumb trail, Product with Offer and AggregateRating on product pages, Service on service pages, Article on the blog, FAQPage where the page genuinely contains questions and answers, LocalBusiness when there is a physical address. Validation runs through the structured data tool in Yandex Webmaster and Google Rich Results Test.
It is worth separating what markup does from what it does not. It is not a ranking factor in itself: correct Product markup does not lift a page in the results. What it changes is how the page is displayed and understood: rich snippets with price, availability and rating measurably improve click-through, and for generative engines the markup is a ready-made entity structure that makes extracting a correct answer and attributing the source easier. Combined with a clean heading hierarchy it makes a page legible to machines, and in 2026 that argument carries more weight than it used to.
The main rule and the main trap are the same: markup must match the visible content. A 4.9 rating in JSON-LD on a page with no reviews, a price in the markup that differs from the price in the listing, an FAQPage describing questions that do not appear on the page: these violate the guidelines, rich results simply stop appearing, and systematic abuse can bring manual action. A second sobering point: a rich result is never guaranteed. Google notably narrowed FAQ rich results to mostly authoritative sources, so markup is an application rather than a contract.
Related terms
- SEOSEO is the work on a site and its surroundings that earns organic positions in Yandex and Google: technical foundation, keyword coverage, content, commercial and behavioural signals and links, with the first durable results arriving after three to six months.
- GEOGEO is optimising content so generative engines such as AI Overviews, Yandex Neuro, GigaChat and Perplexity quote it, and it layers on top of SEO rather than replacing it, because Yandex neural search keeps no separate index of its own.
- AEOAEO is optimising for direct answers: a page is built so a search engine or voice assistant can extract a ready response to a specific question, whether that is a short paragraph under a heading, a list of steps, a table or a marked-up FAQ block.
- Commercial ranking factorsCommercial ranking factors are the group of signals Yandex applies to commercial queries: visible prices, assortment breadth, contact and company details, delivery and payment terms, reviews and live chat, in other words evidence that buying here is actually possible.
- APIAn API is a fixed set of rules by which one program requests data or actions from another: method addresses, request and response formats, authentication and rate limits, documented so that both sides can evolve independently.
Related services
- SEO and GEO website promotionSearch traffic is the one acquisition channel that keeps working after the ad budget stops. We run two tracks in parallel: classic SEO for Yandex and Google, and GEO, the work of getting your pages quoted inside AI Overviews, Yandex Neuro, ChatGPT and Perplexity, where a growing share of queries now ends. It starts with an audit, never with buying links.
- GEO: getting your brand cited by AI searchMore and more queries end in an AI answer rather than a click. GEO is the work of getting named in that answer, with a measured mention share rather than a promise.
- Website development, end to endWe build sites that still hold up a year later: from a one-page CMS build to a store or a web application on React and Next.js. One team for design, code, integrations and launch.
Read more
- GEO in 2026: how to get cited by ChatGPT, Alice and AI OverviewsGEO is not a separate channel, it is a layer on top of SEO. Here is how six answer engines pick sources, what makes a page quotable, the honest truth about llms.txt, and a weekly method for measuring AI visibility.
- SEO in Yandex in 2026: what changed and what no longer worksLink buying is dead weight, templated copy pushes pages into the low-value bucket, and behaviour manipulation is no longer a grey tactic but a way to lose the site. Here is what actually drives Yandex rankings in 2026.
- Yandex and Google: how promotion differs and how to work with bothOne site, two search engines, two different ranking logics. Where the differences actually change the work, why regional settings matter so much in Yandex, and how to build a strategy without writing everything twice.
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