Schema markup explained: what it is, which types matter and how to add it safely
Schema markup is a label you add to a page so search engines understand what it is about. Used honestly it helps; used to exaggerate it can hurt. Here is the safe way.
Key takeaways
- Schema markup, or structured data, describes what a page is about in a form search engines can read. It is a label, not a ranking trick.
- Google recommends JSON-LD where your setup allows it, and says markup must describe content that visitors can see on the page.
- For most small businesses the useful types are Organization or LocalBusiness, Article and, where they truly apply, Product and Review-related types.
- Test with the Rich Results Test. Google does not guarantee rich results even when markup is valid.
What schema markup is
Schema markup, also called structured data, is code added to a page that labels its content in a standard way, so search engines can tell, for example, that a block of text is a business name, an address, an opening hour or an article author. It is invisible to visitors and does not change how the page looks.
Google explains how it works in its introduction to structured data. It sits alongside the basics in our technical SEO checklist.
Which format to use
Google recommends JSON-LD where your setup allows it, because it is the easiest to implement and maintain. It lives in a script block in the page, separate from your visible text. Many website builders and plugins can add it for you. If yours does, check the output rather than trusting it blindly.
Types that suit small businesses
| Type | Use it for | Learn more |
|---|---|---|
| Organization | Your business name, logo, website and contact details | Google’s Organization guide |
| LocalBusiness | A business with a physical location: address, opening hours, phone, area served | Google’s LocalBusiness guide |
| Article or BlogPosting | Blog posts and guides, with headline, author and dates | Google’s structured data documentation |
| BreadcrumbList | The path to a page, such as Home, Blog, Post | Google’s structured data documentation |
| Product | Products you actually sell, with price and availability | Google’s structured data documentation |
Only use a type if the page really is that thing. A blog post is not a product, and a page with no visible reviews should not carry review markup.
The rules that keep you safe
- Mark up only what visitors can see. Google’s general structured data guidelines say not to mark up content that is not visible on the page, and that markup must be a true representation of the page.
- Use the required properties. Items missing required properties are not eligible for rich results, and more recommended properties make the markup more useful.
- Do not invent reviews or ratings. Fake or self-serving review markup breaks Google’s rules and can cost you visibility.
- Keep details consistent with your Google Business Profile: same name, address and phone number. See our profile checklist.
- Expect no guarantees. Google says structured data enables a feature to be present but does not guarantee it will be.
What good markup looks like
For a clinic, a LocalBusiness or a more specific subtype would carry the real business name, the same address that appears on the contact page, the phone number, the opening hours shown on the page and a link to the website. For a blog post, an Article would carry the headline shown on the page, the author, the publication date and an image used in the post. In each case the values match what a visitor reads.
How to add and test it
- Choose the page types that need markup: homepage, contact or location page, service pages and blog posts.
- Add JSON-LD through your website builder, a plugin or your developer.
- Test it with Google’s Rich Results Test, and check the general syntax with the Schema Markup Validator.
- Fix errors and warnings, then publish.
- Monitor the enhancements and rich result reports in Google Search Console. See About Search Console.
A note on FAQ markup
FAQ markup can describe question and answer pairs on a page. Google has limited how FAQ rich results appear, so do not add it expecting a special result. If you use it, the questions and answers must be visible on the page. Our AEO guide covers writing clear answers.
Mistakes to avoid
- Copying markup from another site without changing the details.
- Marking up hidden text, or details not on the page.
- Adding review or rating markup with no genuine reviews.
- Leaving old details, such as a previous phone number or address, in the markup.
- Expecting rankings to jump.
The bottom line
Use JSON-LD, mark up only what is visible and true, test it and keep it in sync with your real business details. It will not rank you on its own, but it helps search engines understand you.
If you would like structured data checked or added, our free growth audit includes a markup review, or see our SEO, AEO and GEO service.
Frequently asked questions
What is schema markup?
Schema markup, also called structured data, is code that labels the content of a page, for example this is a local business with this address and phone number, or this is an article by this author. Search engines use it to understand pages better and, in some cases, to show richer results.
Will schema markup improve my rankings?
Not directly. Google explains that structured data helps it understand your content and can make a page eligible for certain rich results, but it does not guarantee that they will appear. Treat it as clarity, not a ranking shortcut.
What format should I use?
Google recommends JSON-LD if your site setup allows it, because it is easier to implement and maintain than other formats. It sits in a script block in the page and does not change how the page looks.
Can I mark up things that are not on the page?
No. Google’s guidelines say not to mark up content that is not visible to readers of the page, and that structured data must be a true representation of the page. Misleading markup can lead to a manual action against your site.
Written by
The Be12 Media team plans and runs digital growth systems for businesses in Chennai and across India, covering strategy, performance marketing, SEO, AEO and GEO, social media, branding and automation.