What Is Schema Markup?
Schema markup is structured data you add to your HTML that helps search engines understand the content on your page. When implemented correctly using JSON-LD format, it can trigger rich results in Google — enhanced listings with star ratings, images, FAQ dropdowns, event details, and more.
Google recommends JSON-LD as the preferred format for structured data. Unlike microdata or RDFa, JSON-LD lives in a <script> tag and doesn't require you to modify your HTML markup.
Supported Schema Types
- Article — For blog posts, news articles, and editorial content. Helps Google display your content in Top Stories and article carousels.
- FAQ Page — For pages with frequently asked questions. Can trigger expandable FAQ rich results directly in search results.
- Product — For product pages. Can show price, availability, and review ratings in search results.
- Local Business — For businesses with a physical location. Helps with Google Maps and local search visibility.
- Event — For events with a date and location. Can appear in Google's event listings.
- Organization — For company information. Helps populate the knowledge panel for your brand.