Schema markup is structured data added to a web page’s code that tells search engines exactly what the page contains, such as a business, an article, a product or an event. It uses the shared vocabulary from Schema.org, and Google recommends adding it in JSON-LD format. Schema markup can make a page eligible for rich results like star ratings, product prices or breadcrumbs, and it helps search engines and AI tools understand your business facts. Most business websites should start with Organization or LocalBusiness, WebSite, BreadcrumbList and Article markup.
How schema markup works
A normal web page is written for people. A search engine can read the words, but it has to infer what they mean: is “4.8” a rating, a price or a version number? Schema markup removes that guesswork by labelling each fact. It sits in the page code and is not visible to visitors.
The vocabulary comes from Schema.org, a project started by Google, Microsoft, Yahoo and Yandex. It defines hundreds of types, such as LocalBusiness, Product and Event, and properties for each, such as address, price or startDate. Search engines support a subset of these types for rich results, while still reading the rest to understand content.
JSON-LD, Microdata and RDFa
There are three ways to add schema markup to a page:
- JSON-LD: a block of code placed in a script tag, separate from the visible HTML. Google recommends it because it is easy to add, update and maintain.
- Microdata: attributes added directly to the HTML elements that display the content.
- RDFa: a similar attribute-based format, more common in publishing systems.
For most business websites, JSON-LD is the practical choice. WordPress SEO plugins and many website builders generate it automatically, and developers can add custom blocks where needed.
The schema types most business websites need
Organization or LocalBusiness
This describes the business itself: name, logo, website, contact details and social profiles. Businesses that serve customers at a physical location should use LocalBusiness or a more specific subtype such as Dentist, Restaurant or LegalService, and include address, opening hours and geo-coordinates. The “sameAs” property lists your official profiles on other platforms, which helps connect them to one entity.
WebSite
Placed on the homepage, this states the site name Google should display and connects the site to the organization that owns it.
BreadcrumbList
This describes where a page sits in the site structure, such as Home, then Services, then SEO. Google can show this trail in search results instead of a raw URL.
Article or BlogPosting
For blog posts and news, this identifies the headline, author, publication date, modified date and featured image. Clear author information supports the trust signals Google looks for in helpful content.
Service and Product
Service markup describes what you offer and where. Product markup is essential for online stores, as it can show price, availability and review ratings directly in search results and Google Shopping surfaces.
Other useful schema types
- FAQPage: marks up question-and-answer content. Since 2023, Google shows FAQ rich results mainly for well-known government and health websites, but the markup still describes the content clearly.
- Event: for workshops, webinars and launches, with date, location and ticket details.
- VideoObject: helps videos appear with thumbnails and key moments.
- Person: for founder and team pages, connecting people to the organization.
- Review and AggregateRating: allowed for products and other eligible items. Businesses cannot earn star ratings in search by marking up reviews of themselves on their own website, as Google treats those as self-serving.
Schema markup, AI search and AEO
Structured data gives machines a reliable statement of facts: your official name, services, location, founder and contact details. Answer engines and AI systems that read your pages can use these labelled facts alongside the visible text. Schema is not a shortcut into AI answers, but it reduces ambiguity, which matters when tools are deciding how to describe your business.
Consistency is the key. If your markup says one phone number, your contact page says another and your Google Business Profile a third, the structured data adds confusion instead of clarity.
How to add and test schema markup
- List your page types: homepage, service pages, location pages, blog posts and products.
- Choose the matching Schema.org type for each template, and the required and recommended properties from Google’s documentation.
- Generate JSON-LD through your CMS, a plugin or custom code, using only information that is visible on the page.
- Test each template with Google’s Rich Results Test, and check the full vocabulary with the Schema Markup Validator.
- After publishing, monitor the Enhancements and rich result reports in Google Search Console for errors and warnings.
Common schema markup mistakes
- Marking up content that visitors cannot see on the page, which breaks Google’s structured data guidelines.
- Copying the same LocalBusiness block, with one address, onto pages for different branches.
- Leaving outdated prices, hours or job postings in markup after the page changes.
- Adding self-serving review stars to service pages.
- Expecting every valid markup to produce a rich result; eligibility does not mean Google will always display one.
Frequently asked questions
Does schema markup improve rankings?
Google has said structured data is not a direct ranking factor. Its value comes from eligibility for rich results, which can make a listing more noticeable, and from helping search engines understand the page accurately.
Do I need a developer to add schema?
Not always. Plugins and website builders handle common types well. Custom types, multi-location businesses and complex product catalogues usually benefit from a developer checking the output.
How often should schema be reviewed?
Check it whenever page templates change, and review key pages every few months in Search Console so errors are caught early.
Need structured data set up properly?
We include schema markup in our technical SEO and AEO services, and build it into every site through our web development work. Book a free consultation to have your current markup reviewed.