# What is Schema markup?

> Schema markup is structured data, usually JSON-LD using schema.org types, that tells search engines and AI systems what a page describes, such as an organization or product.

- Source: https://pipvalley.com/glossary/schema-markup
- Publisher: PipValley - web design studio for prop trading firms
- Updated: 2026-10-03

In a prop firm website, useful schema types include Organization (legal name, logo, contact and social profiles), WebSite, BreadcrumbList, Product and Offer for programs with their prices, Article for guides and DefinedTerm for glossaries.

Schema must describe what is visible on the page. Marking up ratings the page does not show, or self-serving review stars for your own organization, can lead to manual actions and is not eligible for review rich results in Google.

Google has also narrowed some rich results, for example limiting FAQ rich results to a small set of authoritative sites, so schema should be added for clarity rather than for a specific search feature.

## Why it matters

Structured data helps search engines and AI assistants identify your firm correctly and read your programs and prices accurately. It is cheap to add during a build and expensive to retrofit. Keep it generated from the same data as the page, so prices in schema never contradict prices on screen.