What is schema markup?
Schema markup is code, based on the schema.org vocabulary, that labels the content of a page, such as a product, article, event, or business. It helps search engines understand the page and can enable rich results.
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Why schema markup matters
Search engines read text well, but explicit labels remove guesswork. Markup can state that a number is a price, a name is an author, or a block of text is a list of questions.
It can make pages eligible for rich results and gives machines a clearer picture of your content, though Google says it isn't required for its AI features.
How to add schema markup
Google recommends the JSON-LD format, which sits in a script tag and doesn't alter how the page looks. Many content management systems and plugins can generate it for common types.
The markup must match what visitors can actually see on the page. Test it with Google's Rich Results Test or the Schema Markup Validator.
Common questions
Is schema markup a ranking factor?
Google has said structured data won't make a page rank better. It can make a page eligible for rich results, which can affect clicks.
What is the difference between schema markup and structured data?
Structured data is the general idea of labeling content in a standard format. Schema markup usually means structured data that uses the schema.org vocabulary.
What types of schema are common?
Frequently used types include Organization, LocalBusiness, Article, Product, Review, Event, and BreadcrumbList. Use the types that describe your actual content.
What is JSON-LD?
JSON-LD is a way of writing structured data as a block of JSON in your page's code. Google recommends it because it's separate from the visible HTML.
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