Key takeaways
- Schema markup is structured data that labels the facts on your page for machines.
- It can make pages eligible for richer results, but nothing guarantees them.
- Most businesses need Organization or LocalBusiness, plus Product, FAQ or Article where they fit.
- Only mark up what is visible on the page and true.
Structured data is part of every technical SEO project I do. For local businesses specifically, I have a deeper guide on local business schema; this page covers the general idea.
What is schema markup?
Schema markup is code added to a page, usually in JSON-LD format, that describes its content using the shared schema.org vocabulary. It tells search engines facts like the business name, address, opening hours, product price or the author of an article, in a structured way they can read without interpreting the design or text.
Google introduces the concept in its introduction to structured data.
Does schema markup help SEO?
It helps Google understand your page and can make it eligible for rich results, such as product details or business information in search. It is not a direct ranking boost and does not guarantee rich results. Think of it as making correct information easier to use, not as a shortcut to higher positions.
The types of schema most businesses need
| Type | Use it for | Google documentation |
|---|---|---|
| Organization or LocalBusiness | Name, logo, address, phone, hours | Local business structured data |
| Product | Price, availability, reviews on product pages | Product structured data |
| Article | Blog posts and guides | Article structured data |
| BreadcrumbList | Showing the page's place in the site | Breadcrumb structured data |
For local details see local business structured data; for stores, product structured data.
How do you add and test schema markup?
Most platforms add basic schema through the theme or an SEO plugin; custom markup can be written in JSON-LD and placed in the page. Test it with Google's Rich Results Test before publishing and watch the enhancement reports in Search Console afterwards. Fix errors first, then warnings that matter.
- Decide which types fit each page template.
- Use JSON-LD, Google's recommended format.
- Mark up only information people can see on the page.
- Test with the Rich Results Test before publishing.
- Check Search Console's enhancement reports for errors.
What are common schema mistakes?
Marking up reviews or ratings that are not shown on the page, adding FAQ markup to sales copy, copying the same LocalBusiness block onto every page with the wrong address, and leaving outdated prices or hours. Misleading structured data goes against Google's guidelines and can lead to a manual action.
Google's spam policies cover misleading markup. Structured data is also one more way to help AI search read your facts, though Google says no special markup is needed to appear in its AI features; I cover that in how to show up in ChatGPT and AI Overviews. Schema is a line in my technical SEO checklist. As an SEO consultant, I can review your markup in a free diagnosis: book it here.
Frequently asked questions
Is schema markup the same as structured data?
Schema.org is the vocabulary; structured data is the markup that uses it. People use the terms interchangeably.
Do I need a developer to add schema?
Not always. Many themes and plugins add the basics.
What format should I use?
JSON-LD, which Google recommends.
Can schema hurt my site?
Wrong or misleading markup can cause errors or a manual action.
Does every page need schema?
No. Add it where a type clearly fits the content.
About the author
Juan José Giraldo is an SEO consultant in Medellín, Colombia, with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships at Reunion Marketing, an Inc. 5000 agency, and supervises the SEO of 18 US online stores with more than 3 million products at Prontomowers. Read more · LinkedIn.
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