What is schema markup? A beginner's guide

Search engines are good at reading text, but they still have to guess at meaning. Is "49.99" a price or a model number? Is "Lisbon" an address, an event location or the topic of an article? Schema markup removes the guesswork by labelling the facts on a page in a standard vocabulary from schema.org, which Google, Bing and others all support.

What schema markup looks like

The recommended format is JSON-LD: a script block in the page that doesn't change how the page looks.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Co",
  "url": "https://example.com/",
  "logo": "https://example.com/logo.png"
}
</script>

@type says what the thing is. The other properties describe it.

Why schema markup matters for SEO

• Rich results: star ratings, prices, event dates, video thumbnails and breadcrumbs in Google's listings. See rich snippets.
• Clearer understanding: Google connects your pages to known entities such as your business, products and authors.
• Knowledge panels and site names: Organization and WebSite markup help Google show your logo and correct site name.
• AI search: AI systems that read structured data get the facts straight from the source.

Schema isn't a direct ranking factor. Its value is in how your results look and how well your content is understood.

The schema types most sites need

JSON-LD vs microdata vs RDFa

Schema can also be written as microdata or RDFa, attributes woven into the HTML. Google supports all three but recommends JSON-LD because it sits in one block, separate from the design, and is much easier to maintain.

How to add schema markup

1. Generate the code. Use the generator on this page: pick a type, fill in the fields, and copy the JSON-LD.
2. Add it to the page. Paste it into the page's head or body. In WordPress, Shopify and most builders there's a custom code or HTML block option; many SEO plugins add common types automatically.
3. Test it with a schema checker or Google's Rich Results Test.
4. Monitor Search Console for errors in the Enhancements reports.

Schema markup rules

• Only mark up content that's visible on the page.
• Use the most specific type that fits (Restaurant rather than LocalBusiness).
• Keep the values accurate and up to date, especially prices and availability.
• Don't mark up reviews of your own business on your own site and expect stars.

For detailed walkthroughs, see our guides to product schema, local business schema and organization schema.