Structured Data and Schema Markup Basics

Structured data is extra code that describes your page in a standard vocabulary, so search engines can understand it more precisely. You might tell them that a page is an article, who wrote it, and when; or that your business has certain opening hours and a phone number. The most common vocabulary is Schema.org.

What it can do

Structured data helps search engines interpret your content. In some cases, it makes pages eligible for enhanced displays called rich results, such as review stars, product details, or breadcrumbs. It is not a ranking shortcut, and it does not guarantee any special display.

The format to use

Google recommends JSON-LD, a block of data placed in the page, separate from the visible layout. It looks like this:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Plumbing",
  "telephone": "+44 20 7946 0000"
}
</script>

Types that matter for small businesses

• LocalBusiness (and more specific subtypes) for your name, address, hours, and phone. See local business schema
• Organization and WebSite for your brand details
• Article or BlogPosting for guides and posts
• BreadcrumbList to show your page's position in the site
• Product, Offer, and Review for online shops. See product schema and Google Merchant Center
• Event for events you host
• VideoObject for video pages

Rules to follow

1. Describe only what is visible on the page. Markup that contradicts or invents content can lead to the rich result being removed.
2. Be accurate and complete, filling in required properties for the type you use.
3. Never fake reviews or ratings. This violates Google's guidelines.
4. Keep it up to date, especially prices, hours, and availability.

Features change

Google adjusts which rich results it shows. For example, FAQ and how-to enhancements have been scaled back in recent years. Always check Google's current documentation before investing time in a specific type. Even when a rich result is not shown, accurate markup can still help machines understand your content.

How to add it

• Plugins and platforms. WordPress SEO plugins and many website builders and shop platforms add basic markup automatically.
• Manually. Paste a JSON-LD block into the page template, or let your developer generate it from your content.

How to test

Use Google's Rich Results Test and the Schema Markup Validator to check for errors. After launch, the enhancements reports in Search Console show problems at scale.

Where it fits

Structured data supports, but does not replace, good content and a sound technical base. See the technical SEO checklist and on-page SEO checklist.

The bottom line

Add accurate, relevant structured data to help search engines understand your pages, and check it with testing tools. Treat any rich result as a bonus, not a promise.