Schema markup is a type of code (usually written in JSON-LD format) that you add to your website’s HTML to help search engines better understand your content. This extra information, known as structured data, helps search engines understand your content more deeply.

It's like adding helpful tags to everything on your website. These tags tell search engines: "Hey, this is a product, and here's its price and rating," or "This is a frequently asked question, and here's the answer."

How schema markup works

Schema markup applies a common vocabulary – created by Schema.org – to mark up pieces of your content in a way that search engines can interpret.

There are several basic types of schema markup for websites such as:

• Organization schema – Shows your business name, logo, and contact information in search results.
• LocalBusiness schema – Shows your address, hours, and service area to optimize for local SEO.
• FAQ schema – Displays collapsible FAQs on the search page.
• Product schema – Displays product information, reviews, and availability.
• Article schema – Enables news, blog, and how-to articles to show up with rich listings.

Search engines like Google, Bing, and Yahoo use this structured data to display rich results, which can help your site look more polished and informative in search results.

Examples of schema markup in action

If you’ve ever Googled a recipe and seen cooking time, ingredients, and star ratings appear directly in search – that’s schema markup at work.

Here are some ways it can help a business website:

• A law firm’s FAQ page could use FAQ schema to display answers right on the results page, helping users get quick info.
• A dentist’s homepage might use LocalBusiness schema so their address, phone number, and hours show up in Google Maps and the local pack.
• An online store could apply Product schema to improve how their products appear, including showing ratings, price, and availability in search.

How to add schema markup to your website

You can add schema markup manually to your site’s HTML, or use tools to automate the process. Here are your main options:

1. Use Google’s Structured Data Markup Helper – A beginner-friendly tool that generates markup for you.
2. Install a plugin – If you use a CMS, plugins like Rank Math or Yoast SEO can handle schema for you.
3. Use JSON-LD format – Google prefers this type of schema, which you can add to the head tag of your HTML.
4. Let your website builder handle it – Some platforms automatically include schema markup in the background so your site is always SEO-ready.

FAQs about schema markup

Why is schema markup important?

Schema markup helps search engines better understand your website content, which can lead to rich results in search. These enhanced results often improve visibility, credibility, and click-through rates.

Does schema markup improve SEO?

Indirectly, yes. While it doesn’t guarantee a rankings boost, schema markup enhances how your page appears in search. Rich snippets often lead to more engagement, which can signal relevance and improve SEO over time.

What’s the difference between schema markup and structured data?

They’re closely related. Structured data is the broader concept, while schema markup is the specific code format (like JSON-LD or Microdata) used to implement structured data on your site.

How do I know if my site has schema markup?

You can test any URL using Google’s Rich Results Test. It will tell you if your page is eligible for rich results and which types of schema are detected.

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