Schema Markup

Schema markup, also called structured data, is code added to a web page to describe its content in a standard format that search engines understand. It uses the vocabulary from Schema.org to label things such as businesses, people, products, reviews, events, articles and FAQs.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

Why schema markup matters

Search engines are good at reading text, but structured data removes ambiguity. It tells Google, for example, that “4.8” is a review rating, “£1,000” is a price and “Paul Hoda” is a person who wrote the article. This helps in three ways:

  • Rich results: some schema types make pages eligible for enhanced listings with stars, prices, images, event dates or other extras.
  • Better understanding: structured data helps Google connect your pages to Entities such as your business, people and locations.
  • AI search: clear, structured facts are easier for AI systems to interpret and cite (see AI SEO).

Schema markup is not a direct ranking factor, but richer listings can improve Click-Through Rate (CTR).

Common schema types for businesses

  • Organization / LocalBusiness / ProfessionalService: name, logo, address, phone, opening hours and social profiles.
  • Person: author or founder details, supporting E-E-A-T.
  • WebSite and WebPage: basic site information.
  • Article / BlogPosting: headline, author, publish and update dates, image.
  • Product and Offer: price, availability, ratings for ecommerce (Product Page SEO).
  • Review and AggregateRating: genuine customer ratings.
  • BreadcrumbList: shows the page’s position in the site (Breadcrumbs).
  • FAQPage: questions and answers (rich results are now limited to certain authoritative sites, but the markup still helps understanding).
  • Event, Recipe, Course, JobPosting, VideoObject: for specific content types.

Formats: JSON-LD, Microdata and RDFa

Google recommends JSON-LD: a block of script in the page that does not change the visible HTML. It is easier to add and maintain than Microdata or RDFa, which wrap visible elements with attributes.

How to add schema markup

  • WordPress: SEO plugins such as Rank Math and Yoast add core schema automatically and let you add more per page.
  • Ecommerce platforms: Shopify and WooCommerce themes usually include Product schema.
  • Custom code: write JSON-LD by hand or with a generator and place it in the page head or body.
  • Google Tag Manager: possible, but server-side output is more reliable.

How to test structured data

Use Google’s Rich Results Test to see which rich results a page is eligible for, and the Schema Markup Validator to check syntax. In Google Search Console, enhancement reports show errors and warnings across the site.

Schema markup rules

  1. Mark up only content that is visible on the page.
  2. Never invent reviews, ratings or prices; misleading markup can lead to a manual action.
  3. Keep markup accurate when prices, hours or details change.
  4. Use the most specific type available.
  5. Connect items with @id references so Google sees how your business, people and pages relate.

Structured data will not fix weak content, but on a strong page it helps Google present your information as clearly as possible.

Further reading: Google’s introduction to structured data.

Key Takeaways

  • Schema markup labels content so search engines understand it precisely.
  • It can make pages eligible for rich results and supports AI understanding.
  • Google recommends the JSON-LD format.
  • Only mark up information visible on the page.
  • Test with the Rich Results Test and monitor Search Console reports.

Related Terms

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