Schema markup tells search engines what your content means. Here’s which types to use, how to add them, and how to avoid common mistakes.
What Schema Markup Is
Schema markup is structured data — a vocabulary (schema.org) that tags content with meaning. A product page without schema tells Google ‘here are some words.’ With Product schema, it tells Google ‘this is a product named X, priced $Y, in stock.’ Search engines use schema to generate rich results: star ratings, prices, FAQ accordions, breadcrumbs, and more. These rich results get more clicks than plain blue links.
JSON-LD Is the Modern Format
Schema can be implemented in microdata, RDFa, or JSON-LD. Google strongly recommends JSON-LD — it’s cleaner, easier to maintain, and separated from HTML. Add JSON-LD in a `<script type="application/ld+json">` block in the page head or body. Use Google’s structured-data generators or write it directly. Every major CMS (Next.js, WordPress, Shopify) supports JSON-LD injection via plugins or code.
Core Types Every Site Needs
Organization: your business identity (name, logo, URL, sameAs social profiles). BreadcrumbList: navigation context on every inner page. WebSite: with potential SearchAction for sitelinks search box. These three go site-wide. Beyond that: Article on blog posts, Product on product pages, FAQPage on FAQ sections, LocalBusiness if you have a physical location, Recipe for food, Event for events. Pick what’s relevant — don’t force schema that doesn’t fit.
FAQ Schema Done Right
FAQ schema earns expandable FAQ snippets in search results — high-CTR real estate. Use it on genuine FAQ sections, not marketing Q&As. Each question must exist visibly on the page (not hidden). Each answer should be 30–100 words, plain text, no markdown. Don’t stack 20 FAQs on every page — Google limits the snippet to 2–4 questions shown. Put the questions you most want visible first.
Product Schema for Ecommerce
Product schema is mandatory for ecommerce SEO. Required fields: name, image, description, brand, sku. Strongly recommended: aggregateRating (stars!), review (individual reviews), offers (price, priceCurrency, availability). Avoid: inflating review counts, showing prices you don’t actually charge, marking out-of-stock items as in-stock. Google suspends rich results for deceptive schema — and the suspension applies site-wide, not per page.
Validating and Testing
Use Google’s Rich Results Test (search.google.com/test/rich-results) to validate schema and preview rich snippets. Then check Search Console → Enhancements for ongoing issues. Schema rich results don’t appear immediately — it takes Google 2–8 weeks to re-crawl and start displaying. Don’t panic if rich snippets don’t show the day after implementation; monitor for 30 days before concluding something’s wrong.
Need help with seo?
Get a free audit of your seo setup. We’ll show you exactly where the opportunities are.
Get Free Audit →