What is schema markup?
Schema markup is structured data, written in the vocabulary of schema.org, that describes what a page is about: an article and its author, a product and its price, a business and its address. Search engines use it to understand pages and to show rich results. AI assistants also rely on clear, structured information when they summarize a page.
Google recommends the JSON-LD format, a script block you can place anywhere in the HTML of the page.
Supported schema types
- Article and BlogPosting: headline, author, publisher and dates.
- FAQPage: questions and answers.
- Organization: name, logo and social profiles for your brand.
- LocalBusiness: address, phone and opening hours.
- Product: price, availability, brand and ratings.
- BreadcrumbList: the path to the page in your site structure.
How to add the code to your site
- Fill in the fields. Empty fields are removed from the output.
- Copy the JSON-LD block.
- Paste it into the HTML of the page, or into the custom schema option of your SEO plugin.
- Test it with Google’s Rich Results Test before publishing.
Only mark up information that is visible on the page. Structured data that does not match the content can lead to a manual action.
Frequently asked questions
Does schema markup improve rankings?
It is not a direct ranking factor, but it helps search engines understand your pages and can earn rich results that increase clicks.
Do FAQ rich results still appear in Google?
Since 2023 Google shows FAQ rich results mainly for authoritative government and health sites. FAQ markup is still valid and useful for understanding the page.
Can I use several schema types on one page?
Yes. For example, an article page can have Article, BreadcrumbList and Organization markup.