Schema markup is code you add to your webpage that tells a search engine what your content is about.

If you can tell Google the meaning behind your content, it can show your content to the right people. This can lead to an increase in organic traffic and improved conversions.

This is what schema markup looks like:

When done correctly, schema markup creates a web of context that helps search engines help you by improving your click-through rate (CTR) and conversions.

In this guide, you’re going to learn:

• What schema markup is
• How they relate to entities
• Why entities are important to your SEO success
• How you can create page-level knowledge graphs like the one shown below to help Google serve your content to the right audience