Schema markup (also called structured data) is code you add to your website that helps search engines understand your content better. It uses a standardised vocabulary from Schema.org to describe things like products, articles, events, businesses, and more. This can lead to rich results in search engines.
How Schema Markup Works
You add schema markup to your page’s HTML, typically using JSON-LD format. The markup describes specific elements on your page in a format search engines can easily process. Search engines use this information to better understand your content. They may display enhanced results based on the markup.
Benefits of Schema Markup
Rich results - Enhanced search listings with ratings, images, prices, etc. Better understanding - Search engines comprehend your content’s context. Increased visibility - Rich results stand out in search results. Higher click-through rates - Enhanced listings attract more clicks. Voice search optimisation - Structured data helps voice assistants understand content.
Common Schema Types
Article - For blog posts and news articles. LocalBusiness - Business information including address, hours, and phone. Product - E-commerce items with prices, availability, and reviews. Recipe - Cooking recipes with ingredients and instructions. Event - Concerts, webinars, or other events. FAQ - Frequently asked questions with answers. Review - Ratings and reviews for products or businesses.
Implementing Schema Markup
Most sites use JSON-LD format, added in a script tag in the HTML head or body. Choose appropriate schema types from Schema.org. Include all required properties for each type. Add recommended properties for richer results. Validate markup using Google’s Rich Results Test. Test regularly as search engine requirements evolve.
Schema for Local Businesses
Local business schema is crucial for local SEO. Include business name, address, and phone number (NAP). Add opening hours for each day of the week. Specify service area or geographic coordinates. Include price range and accepted payment methods. Add images of your business. Link to social media profiles.
Limitations and Misconceptions
Schema markup doesn’t guarantee rich results, Google decides what to display. It’s not a direct ranking factor, but can improve CTR which affects traffic. Markup must match visible page content, you can’t add invisible information. Incorrect implementation can be ignored or even penalised. Focus on accuracy and relevance, not gaming the system.
Maintaining Schema Markup
Review markup when page content changes significantly. Update business hours, prices, or other dynamic data regularly. Monitor Search Console for structured data errors. Stay updated on new schema types relevant to your content. Test markup after site updates or redesigns. Remove outdated or irrelevant schema types.