Schema markup, or structured data, is code that describes your content in a format search engines understand: who your business is, what a page is about, what a product costs or how pages fit together. It can make your listings eligible for enhanced search features, though Google decides when to show them.
Structured Data Basics
Most websites use JSON-LD, a block of structured information added to the page's code. It uses vocabulary from Schema.org. The markup must reflect content that users can actually see on the page.
Types Most Business Websites Should Use
Organization
Describes your business: name, logo, website, contact details and social profiles. Usually added on the homepage.
LocalBusiness
For businesses with a physical location that customers visit, including address, opening hours and phone number. Use the most specific subtype available.
WebSite
Describes your website and can include site name information.
BreadcrumbList
Shows the page's position in your site hierarchy, which can appear in search results instead of the full URL.
Article or BlogPosting
For blog posts and articles, with headline, author, date and image.
Product
For product pages, with name, image, price, availability and genuine reviews if you have them.
Service
Describes services you offer. It helps search engines understand your content, even though it does not have a dedicated rich result.
What to Skip or Use Carefully
- FAQPage: Google now shows FAQ rich results only for a limited set of authoritative websites, so most businesses should not expect them. Mark up FAQs only if they are visible on the page.
- HowTo: Google no longer shows HowTo rich results.
- Review markup: never add ratings that are not genuine, visible reviews from customers. Self-serving reviews about your own business are not eligible.
- Markup for content that is hidden or not on the page.
"Structured data should describe your page honestly. It is not a shortcut to rankings."
How to Add and Test
- Generate JSON-LD in your website templates so it stays consistent.
- Test with Google's Rich Results Test and the Schema Markup Validator.
- Monitor enhancement reports in Search Console.
- Update markup when content changes, such as prices or opening hours.
Common Mistakes
- Different business names or addresses in markup and on the page.
- Copy-pasted markup with wrong URLs.
- Product prices that do not match the page.
- Multiple conflicting Organization blocks.
Common Questions
Does schema markup improve rankings? Structured data helps search engines understand content and can make pages eligible for enhanced results, but it is not a direct ranking boost.
Do we need a developer to add schema? On modern websites, schema is best added in templates by developers. CMS plugins can help on WordPress.
How long before rich results appear? It depends on crawling and Google's decision to show them. Eligibility does not guarantee display.
How ITELLIC Helps
We implement structured data in website templates as part of technical SEO, matched to the content on each page.
SEO & Growth Hacking
More qualified visitors, more enquiries.
