Schema Markup

Structured data code added to web pages that helps search engines understand content context and display rich results like star ratings and FAQs.

Schema markup (also called structured data) uses a standardized vocabulary from Schema.org to describe page content in a machine-readable format. It enables rich results — enhanced SERP listings that stand out and improve click-through rates.

Common Schema Types

  • **Review/Rating**: Star ratings displayed in search results
  • **FAQ**: Expandable question-answer pairs in SERPs
  • **Article**: Publication date, author, headline
  • **Product**: Price, availability, reviews
  • **Breadcrumb**: Navigation path displayed under the title
  • **How-To**: Step-by-step instructions

Implementation

Add JSON-LD script blocks to your page's HTML head. Use Google's Rich Results Test tool to validate your markup before publishing.

FAQ

Does schema markup directly improve rankings?

Schema is not a direct ranking factor, but rich results increase click-through rates by 20-30%, which can indirectly improve rankings through higher engagement signals.

What format should I use for schema markup?

JSON-LD is Google's recommended format. It's easy to implement, doesn't interfere with page HTML, and can be added to the head section of any page.