What is schema markup?
Schema markup is a standard way to label the content of a page so machines can read it without guessing. Instead of a search engine inferring that “4.6” is a rating, the markup says so directly.
Most schema markup uses the schema.org vocabulary, a shared set of types and properties created by Google, Microsoft, Yahoo and Yandex. Google supports three formats, JSON-LD, Microdata and RDFa, and recommends JSON-LD.
What does schema markup look like?
JSON-LD sits in a script tag, separate from the visible content. A product page might describe itself like this, in plain terms:
| Property | Value |
|---|---|
| @type | Product |
| name | Walnut desk organiser |
| offers.price | 49.00 |
| offers.priceCurrency | AUD |
| aggregateRating.ratingValue | 4.6 |
| aggregateRating.reviewCount | 87 |
Why does schema markup matter?
It can make a page eligible for rich results, the enhanced listings with stars, prices, images or other extras. Google lists case studies where this paid off: Rotten Tomatoes saw a 25% higher click-through rate on pages with structured data, and Nestlé measured an 82% higher click-through rate on pages shown as rich results.
Eligibility is not a guarantee. Google decides whether to show a rich result, and markup only helps if it is accurate, complete and describes content that is visible on the page.
How do you add schema markup?
- 1Pick the schema.org type that matches the main content of the page, such as Article, Product, Recipe or FAQPage.
- 2Check Google’s documentation for that feature to see which properties are required and recommended.
- 3Write the markup as JSON-LD and add it to the page, by hand, through a plugin or from a template.
- 4Test the page with Google’s Rich Results Test and fix any errors.
- 5After publishing, watch the rich result reports in Search Console for new problems.
Frequently asked questions
Is schema markup a ranking factor?
Google does not describe it as one. Its documented role is helping Google understand the page and making it eligible for rich results, which can change how many people click.
What is the difference between schema markup and structured data?
They usually mean the same thing. Structured data is the general idea; schema markup is structured data written with the schema.org vocabulary, which is what most sites use.
Can I mark up content that is not visible on the page?
You should not. Google’s guidelines expect structured data to describe content users can see. Marking up hidden or misleading content can make a page ineligible for rich results.
Which schema types are most useful for a small site?
It depends on the content. Organization and Article fit most sites; Product, LocalBusiness, Recipe or Event fit sites with those things. Use the type that matches what the page actually is.