In short: Schema markup is structured data added to your website’s HTML using the Schema.org vocabulary. It tells search engines and AI platforms exactly what your content represents — a business, a property listing, a review, or an FAQ — in a machine-readable format that eliminates ambiguity and increases citation probability by 30–40% (Princeton GEO Study, KDD 2024).
The rise of AI-powered discovery has made structured data dramatically more important. When ChatGPT or Perplexity generates an answer about estate agents in your area, it relies heavily on structured data to determine which businesses are legitimate, active, and relevant.
The Princeton GEO Study (KDD 2024) measured a 30–40% increase in AI citation frequency for businesses with comprehensive Schema.org markup.
1. RealEstateAgent (extends LocalBusiness): Your foundational schema. Describes your agency name, address, phone, opening hours, areas served, and review rating.
2. FAQPage: Add to any page with Q&A content. Estate agents should have FAQ pages for each area and service. AI platforms frequently quote FAQ content verbatim.
3. Review and AggregateRating: Embed your Google review data. Include total count, average rating, and individual reviews with names and dates.
4. Product or RealEstateListing: Mark up individual properties with price, location, bedrooms, and description.
Schema markup is written in JSON-LD format in a <script type="application/ld+json"> tag. Place RealEstateAgent schema on every page. Place FAQPage schema only on pages with actual FAQ content. Place Review schema on your testimonials page.
WordPress users can use Yoast SEO or Rank Math for basic LocalBusiness schema. For RealEstateAgent-specific fields, you’ll need custom JSON-LD blocks.
Validate with Google’s Rich Results Test and Schema Markup Validator. Common mistakes: using LocalBusiness instead of RealEstateAgent, omitting areaServed, outdated phone formats, and forgetting to update opening hours.
Check your markup monthly. Stale structured data is worse than none — AI models may cite incorrect information and attribute it to you.
A Bump scan checks Schema markup coverage as part of your visibility score. It identifies which types are present, which are missing, and whether existing markup contains errors. Run a free scan to see your structured data health.
Schema markup is structured data in JSON-LD format embedded in your website’s HTML. It uses Schema.org vocabulary to describe your content so search engines and AI platforms can parse it without ambiguity.
Yes. The Princeton GEO Study (KDD 2024) found websites with comprehensive Schema.org markup appear 30–40% more often in AI-generated citations.
In a <script type="application/ld+json"> tag in your page’s <head> or <body>. Each page should have the schema types relevant to its content.
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