What is schema markup?
Schema markup, also called structured data, is code that describes your page in a vocabulary search engines agree on, published at schema.org. Instead of Google guessing that '4.8' next to some stars is a rating, your markup says so explicitly: this is a product, this is its price, this is its average rating from 212 reviews.
Why does schema markup matter?
- Rich results: it can make your listing eligible for extras like review stars, prices, breadcrumbs and event dates, which stand out and can earn more clicks.
- Understanding: it helps Google connect your pages to real things, such as your business, its address, your products and your authors.
- AI search: AI tools can read the same markup, which makes facts about your business easier to extract correctly.
JSON-LD, Microdata or RDFa?
There are three ways to write structured data. Use JSON-LD. Google recommends it, it sits in one script block instead of being woven through your HTML, and it's the easiest to add and maintain.
A JSON-LD example for a local business
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Acme Plumbing",
"url": "https://acme.example",
"telephone": "+44 113 000 0000",
"address": {
"@type": "PostalAddress",
"streetAddress": "12 High Street",
"addressLocality": "Leeds",
"postalCode": "LS1 1AA",
"addressCountry": "GB"
},
"openingHours": "Mo-Su 00:00-23:59"
}
</script>Plumber is a more specific type of LocalBusiness. Always pick the most specific type that's accurate.
Which schema types should you use?
- Organization on your home page: name, logo, social profiles and contact details.
- LocalBusiness (or a more specific type) if customers visit you or you serve an area.
- Product with Offer and AggregateRating for things you sell.
- Article or BlogPosting for blog posts and news, including the author.
- BreadcrumbList to show your site structure in search results.
- Event, Recipe, VideoObject and JobPosting where they genuinely apply.
What happened to FAQ rich results?
Google has steadily cut back FAQ rich results, the expandable questions that used to appear under a listing. In 2023 it limited them to a small set of authoritative government and health websites, and in 2026 it stopped showing them altogether. HowTo rich results were removed in 2023.
FAQPage markup itself isn't invalid. Google has said it can still use it to understand a page, and other search engines and AI tools can read it too. If your page genuinely has a questions-and-answers section, keeping the markup is fine. Just don't add it expecting extra space in Google's results.
How to add schema markup
- Use your platform. SEO plugins for WordPress, and built-in settings on Shopify, Wix and Squarespace, add common types for you.
- Use a generator for anything extra, then paste the JSON-LD into your page's head or body.
- Write it by hand if you're comfortable with code. It's just JSON.
Then test it. Google's Rich Results Test shows which rich results a page is eligible for, and the Schema Markup Validator at validator.schema.org checks any schema.org type. See our structured data fix guide for more detail.
Common schema markup mistakes
- Marking up content that isn't visible on the page, such as reviews or FAQs that only exist in the code.
- Self-written or fake reviews in AggregateRating. Google can issue a manual action for this.
- Choosing the wrong type, or leaving out required properties such as a product's price.
- Several conflicting Organization blocks added by different plugins.
- Letting it go stale, such as old prices, opening hours or event dates.
Pagelyt checks every page it scans for structured data. Run a free audit to see what your site is missing.
Frequently asked questions
Does schema markup improve rankings?
Not directly. Google says structured data isn't a general ranking factor. It helps Google understand your page and can make you eligible for rich results, which can improve click-through rate.
What is the difference between schema markup and structured data?
In everyday use they mean the same thing. Structured data is the general idea of machine-readable information, and schema.org is the vocabulary most websites use to write it.
Where do I put JSON-LD on my page?
Anywhere in the HTML, usually in the head. Google reads JSON-LD in the head or body, including when it's added by JavaScript.
Should I still use FAQ schema?
Use it only where the page genuinely has a visible questions-and-answers section. Google no longer shows FAQ rich results, but the markup can still help search engines and AI tools understand the page.
How long does it take for rich results to appear?
After Google recrawls the page, often within days to a few weeks. Valid markup makes a page eligible, but Google doesn't guarantee to show rich results.