Schema Markup
Schema markup is structured data, usually written in JSON-LD, added to a web page to tell search engines and AI systems exactly what the content represents, such as an organisation, product, article, FAQ, event or review.
Why it matters
Structured data helps search engines understand a page and can make it eligible for rich results such as product prices, review stars and event details (Google: structured data intro). It also gives AI systems clean, machine-readable facts about your business.
Common types
| Type | Use |
|---|---|
| Organisation | Name, logo, contact details, social profiles |
| LocalBusiness | Address, hours and location for physical businesses |
| Product | Price, availability, reviews |
| Article | Headline, author, dates |
| FAQPage | Questions and answers shown on the page |
| BreadcrumbList | Site hierarchy |
Rules
Markup must describe content that is visible on the page and must be accurate. Marking up reviews or details that are not shown to users breaches Google's guidelines. See web development and technical SEO.
FAQ
Does schema markup improve rankings?
Not directly, but it can improve how results look and how well search engines and AI understand your content.
How do we test schema markup?
Use Google's Rich Results Test and the Schema Markup Validator.
Published Sep 24, 2026 · Last updated Sep 24, 2026