What is Schema Markup?

Schema Markup

What is Schema Markup?

Schema markup is structured data added to a web page’s code, using the shared Schema.org vocabulary, to tell search engines exactly what the page describes: a business, a product, an article or an event, with details such as its address, price, rating or date.

How schema markup works

Google recommends the JSON-LD format: a small script in the page’s HTML. A local business, for example, can mark up its name, address, phone number and opening hours. Search engines read this data to understand the page, and Google can use it to show rich results such as star ratings, prices, event dates and breadcrumbs.

Common types

Organization and LocalBusiness
Product, with offers and reviews
Article and BlogPosting
Event, Recipe and JobPosting
BreadcrumbList

Good to know

Markup must describe content that visitors can actually see on the page.
It makes a page eligible for rich results but doesn’t guarantee them, and it isn’t a direct ranking factor.
Check your markup with Google’s Rich Results Test and the Schema Markup Validator.

Schema Markup