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Schema markup is structured data that helps search engines understand the context of content. By adding schema markup to your website, you provide more detailed information about your pages to search engines like Google, which can lead to rich results in search engine results pages (SERPs). This data often appears as snippets, star ratings, or product information, enhancing the visibility and click-through rate of your content. Implementing schema effectively requires understanding the various types, such as Organization, Product, and Event schema, and utilizing tools like Schema.org to correctly format the code.