Schema Markup Guide: Structured Data That Helps Search Engines

Schema markup is code that labels the content on your page so search engines know exactly what it is: an article, a product, a business, an event or a review. It uses the vocabulary from Schema.org.

Why it matters

Structured data does not directly boost rankings, but it helps search engines understand your content and can make pages eligible for richer displays such as product information, breadcrumbs or article details.

Useful types for most businesses

• Organization or LocalBusiness: your name, logo, address, phone number and social profiles.
• WebSite: basic site information.
• Article or BlogPosting: headline, author, dates and image.
• BreadcrumbList: shows your page hierarchy.
• Product and Review: price, availability and ratings for online shops.

Use JSON-LD

Google recommends the JSON-LD format, which sits in a script tag and is easy to maintain without changing visible content.

Follow the rules

Only mark up content that visitors can actually see, and keep it accurate. Google has also reduced or removed some rich result types over time, for example FAQ and How-to features, so check current documentation.

Test it

Validate your markup with Google’s Rich Results Test and the Schema Markup Validator, then monitor the Enhancements reports in Search Console for errors.