Glossary

A content management system created and maintained by Adobe. Schema App offers an integration with some instances of Adobe Experience Manager.

A broad term referring to the process of search engines (e.g Google, Bing) using artificial intelligence (AI) technologies to enhance the quality of information gathering on their platform. This approach leverages AI techniques, including advanced machine learning and natural language processing. A key goal of AI Search is to provide users with personalized, contextually relevant results.

A Schema App tool used to crawl a given website and generate reports on structured data implementation and trends.

A set of rules and protocols that allows different software applications to communicate with one another. An API defines standard methods and data formats which applications can use to request and exchange information.

Broadly, a Class is a template that describes the possible characteristics, attributes, and relationships for a data object. In Schema.org, a Type is analogous to a Class. Both are methods for structuring information and are applied to create data objects or data items.

A term to describe markup with well-defined entities and, more importantly, well-defined relationships between the entities. This approach minimizes “islands of code” where entities are defined but not connected.

A structured and organized framework for storing and managing data within a web application or website. It is used to facilitate the efficient retrieval and manipulation of information related to the contents of a website.

A structured, reusable data layer that defines the entities in your website’s content and the relationships between them. It is built using schema markup, unique identifiers, and links to external authoritative sources. Content Knowledge Graphs enable search engines and AI agents to better understand how your content is interconnected, improving discoverability and relevance. Unlike a general Knowledge Graph, a Content Knowledge Graph specifically defines the content on your website.

A markup generation method whereby SchemaBot crawls a website, generates JSON-LD markup, and sends the JSON-LD to Schema App’s cache. There are several different deployment methods (e.g AEM, WordPress, Javascript, etc) that can be paired with this generation method.

A functionality of the Schema App WordPress Advanced Plugin. Users can assign a Schema.org Type to a Custom Post, and the WordPress Advanced Plugin will generate automatic default schema markup (e.g image, author, video, etc) for that Primary Type.

A specific instance of a Class or Type. In Schema.org data items can be referenced using their unique identifier, or @id. The Schema App Editor creates Data Items manually, while the Schema App Highlighter generates them dynamically at scale. A connected data item is a node in a graph.

A term used to describe markup that is automatically created for a particular page. It is typically generated by a Content Management System or a particular HTML template.

A suite of web developer tools built directly into all major browsers. Dev Tools is typically accessed by right-clicking on a page and selecting “Inspect” or via the key command “CMD|CTRL + Shift + I”. Commonly used tools for structured data include the Elements, Console, and Network tabs.

A free, open-source content management system (CMS) written in PHP. Schema App offers an integration method specific to Drupal for some subscription plans.

Capable of automatic or programmatic changes. Dynamic schema markup describes schema markup that automatically updates to reflect changes in page content. In contrast, static schema markup requires manual updates.

In the context of knowledge graphs, an edge represents the relationship between two entities or nodes. Edges signify how entities are related to each other.

An authoring tool from Schema App that allows users to manually create, manage, and deploy static Schema Markup to individual pages on their site. It supports defining entities, assigning structured data, and ensuring the markup is implemented correctly.

A thing or concept that is unique and distinguishable, with specific and well-defined attributes. An entity can also described as a Data Item, a Resource, a Node, or a Thing.

An examination of entities in your content and markup to assess their coverage, accuracy, relevance, and consistency. An entity audit can be done using Schema App’s Entity Reports to assess entities before using the Entity Manager to block irrelevant entities, modify entities to improve accuracy, and make optimization decisions.

Entity coverage refers to how often an entity is represented across the URLs on your site, as shown in Entity Reports. Use entity coverage to identify underrepresented entities and assess whether critical topics are adequately covered. Entities with higher coverage generally indicate higher topical authority than entities with low coverage.

The authoritative webpage that serves as the primary source of truth for a specific entity (such as a person, organization, product, or concept). Having a well-defined Entity Home helps ensure accurate recognition of entities in Internal Entity Linking and strengthens an organization’s Content Knowledge Graph.

Entity Hub is Schema App’s enterprise solution for managing, optimizing, and measuring the performance of entities at scale. It enables SEO and marketing teams to build a high-quality, AI-ready content knowledge graph that ensures their brand and topics are understood by search engines and AI tools. The solution includes tools and features such as Entity Linking, Entity Reports, Entity Manager, and Entity Performance Analytics.

Entity insights are data-driven observations about how entities are performing or used, including trends, strengths, gaps, and opportunities. This information comes from tools like Entity Performance Analytics, Entity Reports, or the Entity Manager. These insights help inform areas to focus on in a content strategy, entities that need refinement or more content, and which entities drive the most impact.

The process of connecting an entity defined in one source (e.g Schema App) with corresponding entities defined in other sources (e.g Wikidata). Entity Linking improves the connectedness of structured data and can be used to disambiguate concepts. Entity linking is a key strategy in semantic SEO as it provides information about context and relationships. Schema App has tools that can provide automatic entity linking as well as manual entity linking.

A tool within Entity Hub that gives teams control over the entities in their Content Knowledge Graph. It allows users to optimize entities by modifying existing properties, or blocking irrelevant entities, and adding additional connections to external authoritative knowledge bases.

The process of improving how entities are defined, used, and linked in your content and markup to better align with SEO goals and AI/search engine understanding. This includes refining entity properties, increasing coverage, improving consistency, and disambiguating with external links. Entities must be optimized in order to access reporting on them in Entity Performance Analytics.

A reporting tool within Schema App’s Entity Hub that measures how individual entities perform in search. It connects optimized entities to Google Search Console metrics—such as clicks, impressions, and click-through rate (CTR)—so teams can track trends, compare entity performance, and measure ROI for their highest priority topics. By linking entities directly to SEO outcomes, EPA helps marketers make data-driven content decisions and optimize visibility in search and AI platforms.

A tool within Schema App’s Entity Hub that shows which entities have been identified on your site, where they appear, and how often they are used. By surfacing these insights automatically, the Entity Reports eliminate the need for manual audits and help SEO and content teams quickly identify optimization opportunities.  Entity Reports include two views: Entity View (sitewide coverage of individual entities) and URL View (all entities identified on individual webpages).

Entity SEO is an approach to search optimization that goes beyond keywords by focusing on clearly defining and structuring the entities (people, places, organizations, concepts, etc.) in your content. Using schema markup, uniform resource identifiers (a.k.a @ ids), and authoritative external links, Entity SEO ensures that search engines and AI systems understand the meaning and relationships in your content. This reduces ambiguity, improves visibility for relevant queries, and helps establish topical authority around the subjects your brand wants to be known for.

A system developed by Schema App for recognizing and extracting entities from text content. Relevant entities are referenced in the JSON-LD that the Schema App Highlighter generates.
*Formerly Omni Linked Entity Recognition

A large and organized knowledge base that was introduced by Google in 2012. Google’s Knowledge Graph contains information about people, places, things, and the relationships between them. It is used to power a variety of Google’s search capabilities.

A platform created and maintained by Google that allows businesses to upload and manage product listings for display on Google Shopping. Schema App offers an integration with Google Merchant Center for Enterprise level accounts.

A reporting tool created and maintained by Google to track metrics and issues for a given website or website subsection.

A method for storing data in the form of RDF triples. A graph database can be represented as a Knowledge Graph.

A reporting module within Google Search Console that provides a snapshot of URLs that are eligible for a particular Rich Result. Users can also review specific errors or warnings impacting eligibility and request re-indexing once errors or warnings are addressed.

The Highlighter is a Google Chrome extension that functions as a scalable Schema Markup authoring tool. It provides users access to the entire Schema.org vocabulary, enabling them to create, edit, and deploy dynamic Schema Markup in JSON-LD across similarly templated pages.

Created using the Highlighter tool, a highlighter template is used to target a set of webpages with similar structure and primary Type. The pages should be similar enough that specific page components and content can be reliably mapped to Schema.org properties.

A Schema App tool used to generate ImageObject data items with height and width from an image address URL.

A browser option that isolates information from a browsing session from previous or future browsing sessions. Stored data from previous browsing (cache, cookies, etc) are not loaded, making it the preferred option for validating changes to JSON-LD.

A specific method for generating and deploying markup on a website using Schema App. Schema App offers a variety of integration methods. Selecting the best integration method for a website will depend on several factors, including its Content Management System (CMS), and page speed. Examples of integration methods include Javascript, WordPress, and AEM among others.

The process of establishing communication between Schema App’s markup generation tools & specific website. The process will change depending on the method of integration selected.

The process of automatically identifying entities in your content and linking them to entities you’ve already defined within your Content Knowledge Graph. This ensures consistency, avoids duplicate entities, clarifies relationships, and strengthens your topic authority.

In the context of Google’s Enhancement Report, structured data is invalid when it does not meet Google’s required property guidelines. Resolving invalid instances can involve a variety of strategies ranging from content changes to technical code changes.

A programming language commonly used to create interactive and dynamic elements on websites. Most forms of Schema App deployment rely on JavaScript to generate and fetch JSON-LD.

A format for expressing linked data using JSON. It is specifically designed to be easy to read for humans and easy to parse for machines. JSON-LD is typically Google’s preferred method for encoding structured data.

A structured, reusable data layer that represents knowledge as interconnected entities with specific attributes. It uses a standardized vocabulary and is expressed as RDF triples, enabling easier querying and information retrieval.

A group of data where links and relationships are defined between various pieces of data. Linked data is well suited to semantic queries.

In the context of computer science, a literal is a specific value that is directly expressed (e.g. a number, string, or boolean). Unlike a reference or data item, a literal provides concrete, standalone information.

A monthly Schema App review service providing an audit of Rich Result eligibility, and appropriate updates to templates. Maintenance and monitoring is performed to mitigate the risk of schema drift or unexpected deployment issues.

Additional information used to enhance or improve the usability of a document or code (e.g text formatting). Schema markup is a specific kind of markup used in the context of web development and SEO.

The process of Schema App depositing JSON-LD on a particular website or webpage.

The process of Schema App creating dynamic JSON-LD on a particular website or webpage.

A specification used in web development and markup languages to embed machine-readable data (e.g schema markup) within HTML documents. It provides a way to annotate content on web pages to make it more understandable for search engines, browsers, and other software applications. In HTML templates, microdata is often mapped to particular HTML components so that the structure and description of the page are tightly coupled.

In the context of graph databases, a node is a fundamental unit that represents an entity or a point of connection. Nodes correspond to entities, and the relationships between nodes are represented by edges.

A method for internet users to share information between 2+ websites without requiring them to share critical information (e.g passwords) with both websites.

In the context of RDF or triple based representation of data, the object is the entity or thing connected to the subject through the predicate. It represents the target or outcome of the relationship described in the triple.

An ontology defines the types of entities that can exist within a dataset, and the properties that describe and connect these entities. Schema.org is an example of a loose ontology, serving as a vocabulary rather than imposing strict logic constraints like other formal ontologies.

A grouping of one or more URLs on a particular domain. Used in the context of Highlighter deployment, a page set is the technical term for the set of URLs a Highlighter template will deploy to on a given website. Page Sets are website or subdomain specific and cannot span multiple sites.

A similar, or identical layout and HTML structure applied to one or more URLs. Used in the context of scoping and authoring a Highlighter template, a page template helps define the intended Page Set.

In the context of RDF or triple-based representation of data, the predicate is the relationship or attribute that connects a subject to an object. It defines the relationship between the two entities.

In the context of schema markup, the Type that best describes the central content of the page.

A specific attribute or characteristic of an entity. It defines the qualities an entity may have and the specific relationships an entity may have with other entities.

Rendered HTML is the HTML that exists in a browser after a page has finished loading. Rendered HTML is often different from the original or “source” HTML sent from the website’s server, as it includes the results of scripts that may run.

In the context of the web, a resource is anything that can be identified and addressed, typically through a URL. It can refer to webpages, images, documents, or any other entity that can be accessed on the internet.

A framework for expressing data as a directed graph using subject-predicate-object statements known as triples. By combining these triples, vast interconnected graphs of resources can be created. This is done using Uniform Resource Identifiers (URIs).

A method for representing 2 objects and the relationship between those objects. These three elements (a subject, an object and a predicate) constitute the simplest possible knowledge graph.

A search result that includes more than a simple text snippet & URL. Rich Results can include additional visual or interactive elements such as reviews, pricing, or carousels. Rich results can provide users with more context and information directly on the search results page.

A URL which Google’s validity requirements for a specific search appearance can be described as being eligible for that Rich Result. A valid instance does not automatically guarantee that Google will award that appearance.

A testing tool created and maintained by Google to assess structured data for Rich Result eligibility and/or errors. Both URLs and snippets of code can be tested. When testing URLs, the results are cached by the testing tool for approximately 24 hours.

A subtype of a Rich Result, often specifically referring Product or Review information appearing below the standard blue link result on a SERP.

A WordPress Plugin created and maintained by Schema App. Enables additional functionality within the Schema App WordPress Plugin settings menu, including but not limited to: integration with Schema App’s custom authoring tools, automated entity linking, and Custom Post Mapping.

A cyclical, five step process developed and followed by Schema App to achieve measurable results from schema markup initiatives. The five steps are defining a strategy, authoring, deploying, monitoring, and reporting on schema markup.

A WordPress Plugin created and maintained by Schema App that dynamically generates markup on Posts and Pages. Primary Types are typically BlogPosting or Article. Properties include images, author, and video among others.

A process where page content and/or structured data change and no longer refer to the same information. Static markup is more prone to schema drift because the JSON-LD content does not automatically update when the page content updates. This risk can be mitigated by using dynamic markup tools.

A specific type of structured data based on the Schema.org vocabulary. Schema markup can be expressed in several in machine-readable formats, including JSON-LD, and microdata. A common application of schema markup is describing webpages so search engines can more easily find, contextualize, and return relevant information. In some cases, schema markup can also change the appearance of a search result on the SERP.

A tool created and maintained by Google for testing and reviewing the structure and contents of schema markup. This test assesses whether the structure and syntax of the structured data and code is correct. This test does not assess rich result eligibility.

An interactive analytics reporting tool from Schema App that allows all Schema App enterprise customers to monitor, analyze, and gain insights into their website or specific line of business’s Schema Markup performance. SPA combines data from Google Search Console and Schema App’s Highlighter and Editor to provide customers with more customizable reporting and a 360-degree view of their data to evaluate the impact of Schema Markup on search visibility and traffic.

An ontology designed to describe the web content using a predetermined set of Types and properties (i.e possible relationships between those Types).

In computer science, a vocabulary is a set of possible terms in a coding language. Schema.org is a controlled vocabulary, where only certain Types and attributes are valid. The Schema.org vocabulary was developed for semantic web optimization, and has applications in AI and knowledge graph initiatives.

A crawler user agent created and used by Schema App for various applications including generating markup using the Crawler, and creating Analyzer reports.

The page displayed by a search engine in response to a user’s query. It includes a list of search results, often consisting of a mix of organic listings, paid advertisements, featured snippets, knowledge panels, and other relevant information.

In computation, semantics describes how data behaves and how machines can interpret data. In linguistics, semantics refers to how language expresses meaning and how meaning is interpreted. Although both are relevant to semantic SEO overall, the computational definition is particularly relevant to schema markup.

A category of strategies used by search engines to understand the content of a user’s query and the content of various web pages.

An approach to improving search engine metrics that emphasizes efforts to improve the ability of a search engine to understand the meaning of page content, and the relationships between page content and other concepts/entities defined on the internet.

An e-commerce platform that allows businesses to create and manage online stores. The Schema App Shopify integration maps Shopify data about products to Schema.org properties to automatically generate detailed Product markup. Other automatically generated schema markup includes article & blog pages, certain review platforms, and product category pages.

The HTML file associated with a webpage. It may be different from the final rendered HTML that is generated in a client’s browser. Source HTML will not reflect the results of any scripts that run, including Schema App’s window.schema_highlighter and highlight.js scripts.

A website used to test code changes in a pre-production environment which is very similar to the production environment.

Remaining the same. In the context of schema markup, static markup does not automatically update to reflect changes in page content. Schema markup authored in the Editor is static, meaning data items will need to be updated manually if the page content changes.

A web domain that is part of a more broad web domain (e.g https://app.schemaapp.com/ is a subdomain of https://www.schemaapp.com/). Subdomains are often used to organize and categorize different sections or services within a website. Within Schema App’s Tools, a subdomain requires its own individual Project.

A folder that is nested within a broader folder (e.g https://support.schemaapp.com/support/solutions/articles/ is a subfolder of https://support.schemaapp.com/support/solutions/)

In the context of triple-based data representation, the subject is the entity or thing that the statement is about. It is typically the first element in a triple and represents the main focus of the information being conveyed.

The degree to which your content, entities, and entity linking establish your brand or website as a trusted, clear source for certain topics. High topic authority means you consistently define, cover, and link relevant entities around that topic, leading search engines and AI systems to recognize your site as an authority in that area.

Organized groups of queries and entities that are semantically related to a single overarching topic.

In Schema.org, a Type is a category or class that can be used to categorize content.

A URI is a string of characters that identifies a resource. It provides a consistent way to identify resources across different systems and protocols. All data items generated by Schema App have a URI so that they can be easily referenced and incorporated into a knowledge graph.

A subtype of URI that both identifies a resource and where it’s located on the web. A URL (Uniform Resource Locator) is a unique reference or address to a resource can be found on the internet.

“The process of confirming schema markup is deploying correctly. There are three primary criteria which must be met:
1. Markup should be deploying to a webpage.
2. Markup should be mapping correctly to page components.
3. Markup should be valid, accurate, and true.”

In the context of Google’s Enhancement Report, structured data is valid when it meets Google’s required property guidelines. Valid instances do not guarantee that Google will award a particular appearance or result.

A sub-unit of a web page. It can be a code block or a visual component

A mechanism that allows one system or application to send real-time data to another system or application triggered by a specific event occurring. In the context of Schema App, WebHooks are used to send JSON-LD authored in the Schema App Editor or Highlighter to a website’s WordPress server when using the Schema App WordPress Advanced Plugin.

Wikidata is a free online graph database written and maintained by a community of volunteers. It is used to train and inform many knowledge graphs including Google’s Knowledge Graph.

Wikipedia is a free online encyclopedia written and maintained by a community of volunteers. It is used to train and inform many knowledge graphs including Google’s Knowledge Graph.

A free, open-source Content Management System (CMS) written in PHP. Schema App offers two plugins for WordPress: the free Schema App WordPress plugin, and the Schema App WordPress Advanced Plugin which requires a subscription to Schema App’s tools.

A query language used to navigate and select elements from XML documents. In the context of Schema App, the Highlighter uses XPaths to map the content of a webpage pages to specific Schema.org types and properties.