A shared vocabulary maintained by Google, Microsoft, Yahoo, and Yandex for describing entities on the web.
Schema.org is a taxonomy of types (Product, Organization, Person, Article, FAQPage…) and properties (name, price, description, sameAs, author…). It's the lingua franca AI models use to understand what a page is about beyond its prose.
You don't pick Schema.org — you emit it. The preferred wire format is JSON-LD embedded in the document head. Most AI retrievers parse JSON-LD before parsing the body.
JavaScript Object Notation for Linked Data — the recommended wire format for Schema.org markup.
Any markup that describes page content in a machine-readable format — most commonly JSON-LD using Schema.org types.
A JSON-LD block describing a specific product — name, SKU, price, availability, image, reviews.
A JSON-LD block that describes the legal entity behind a site — name, logo, sameAs links, contact info.