What It Is & Tips on how to Implement It

Schema markup is code that helps serps perceive the knowledge on a web page. Google can use it to indicate wealthy outcomes (also called wealthy snippets), which might earn a web page extra clicks.
Examples of Google SERP result with and without schema markup, respectively

Right here’s a primary instance of what the code can look like:

<script kind="software/ld+json">


  "@context": "http://schema.org/",

  "@kind": "Film",

  "title": "Barbie",

  "dateCreated": "2023-07-21",

  "picture": "https://m.media-amazon.com/photos/M/MV5BOWIwZGY0OTYtZjUzYy00NzRmLTg5YzgtYWMzNWQ0MmZiY2MwXkEyXkFqcGdeQXVyMTUzMTg2ODkz._V1_.jpg",



       "@kind": "Individual",

       "title": "Greta Gerwig",

       "birthDate": "1983-08-04"



You may see that, in contrast to the phrases on a web page, schema is a type of structured information. Its standardized format means there’s no probability of Google misinterpreting it. That’s why Google makes use of it for wealthy outcomes.

On this information, you’ll be taught concerning the several types of schema you need to use, when so as to add it, and how.

Schema can be utilized to reinforce many several types of content material. There are 803 sorts of schema listed on Schema.org in the mean time, however Google solely helps a handful of those, in line with its website. Google hinted it may support more formats in the future, although.

Listed below are a number of examples of the sorts of markup Google helps which you can add to your web site:

  • Article 
  • Breadcrumb 
  • Carousel
  • Course
  • Occasion
  • Truth Verify
  • FAQs 
  • HowTo 
  • Picture Metadata
  • Job Posting
  • Native Enterprise 
  • Emblem 
  • Film
  • Product 
  • Recipe 
  • Assessment 
  • Sitelinks search field
  • Video


Google significantly reduced visibility for HowTo and FAQs wealthy outcomes on August 8, 2023. FAQ outcomes will now solely be proven for well-known, authoritative authorities and well being websites. HowTo wealthy outcomes will now solely be proven for desktop customers.

Let’s take a extra detailed take a look at the commonest sorts of markup you possibly can add to your website.


Article schema will be added to your information, weblog, or sports activities article pages to assist Google higher perceive your web page. 

There are two documented advantages of including Article schema:

  • It helps Google to indicate higher title textual content, photos, and date data.
  • It tells Google “extra explicitly what your content material is about.”

The inference right here is by including Article schema to your content material, it could be proven for extra related queries. 

Right here’s an instance of what the Article schema can look like.


Including Product markup means customers can see the value, availability, evaluation rankings, delivery data, and extra within the search outcomes. Product markup is helpful for e-commerce shops, because it can provide potential prospects a extra detailed view of the product earlier than they even enter your web site.

Product wealthy outcomes can appear like this:

Product rich results example, via google.com

Right here’s an instance of what the Product schema can look like.

Native Enterprise

Native Enterprise markup permits Google to know your small business. Including schema permits Google to indicate your small business hours, completely different departments in your small business, and extra.

Native Enterprise wealthy outcomes can appear like this:

Local Business example, via google.com

Right here’s an instance of what the code for a Local Business listing can look like.

Sitelinks search field

Including Sitelink markup means searchers of your web site will see associated hyperlinks of your vital pages when trying to find your model on Google.

Right here’s what a wealthy consequence for Sitelink markup appears to be like like:

Sitelinks search box example, via google.com

Right here’s an instance of what the Sitelinks search box schema can look like.


Occasion wealthy outcomes are among the finest methods to get extra consideration in your upcoming occasions, whether or not on-line or offline. Occasion wealthy outcomes function prominently inside Google search outcomes.

Right here’s an instance of what the Occasion wealthy consequence can look like:

Event schema example, via google.com

Right here’s an instance of what schema for a physical location Event can look like.

Tips on how to add schema markup to your web site

All web sites ought to add primary schema, however solely add the schema that’s most acceptable in your web site. 

Unsure what to add? 

Listed below are some primary examples:

  • E-commerce web sites – Add Product, Breadcrumb, Individual/Group schema.
  • Blogs or information web sites – Add Article, Breadcrumb, Individual/Group schema.

Or you probably have a extra topically centered web site, you possibly can add extra particular schema varieties. For instance:

  • Meals web sites – Add Recipe schema.
  • Recruitment web site – Add Job Posting schema.

So how are you going to add schema?

The excellent news is that almost all fashionable web site content material administration methods (CMSes) can add primary schema implementation proper out of the field.

Usually talking, in the event you use a well-liked CMS like Wix or Webflow, it’s only a matter of tweaking the schema settings to your preferences.

In the event you use WordPress, you possibly can go for a plugin like Yoast search engine optimization. Once you enroll, a part of the onboarding course of entails including Group or Individual schema. 

Onboarding Organization/Person schema, via Yoast SEO

When you’ve accomplished onboarding, you possibly can click on on the “Schema” tab inside a publish, and also you’ll be capable of tweak the settings additional. By default, the schema web page kind is about to “Net Web page,” and the publish kind is about to “Article.”

Yoast schema settings, via Yoast SEO plugin


For extra detailed steerage, take a look at Yoast’s guide. In the event you don’t use WordPress and use a platform like Wix or Webflow, take a look at the schema markup guides beneath.

One other technique so as to add schema to your web site is by manually including the code your self. 

Though this technique permits whole customization of schema in your web site, it’s price searching for recommendation from an search engine optimization guide or developer earlier than you get began, particularly in the event you’re not assured with code.

Schema markup code will be generated in three completely different languages: microdata, RDFa, and JSON-LD.

Despite the fact that Google helps all three languages, it recommends you employ JSON-LD (Javascript Object Notation for Linked Objects), because it’s less prone to user errors.

This has additionally been confirmed individually by John Mueller.

We presently want JSON-LD markup. I believe many of the new structured information which can be sort of come out for JSON-LD first. In order that’s what we want.

John Mueller

You may generate the uncooked JSON-LD code your self utilizing a instrument like Merkle’s Schema Markup Generator, Google’s Structured Data Markup Helper, and even ChatGPT. I’m going to make use of Merkle’s schema generator to generate my code. 

To do that, head to the schema generator and choose the kind of schema you wish to generate. I’ve chosen Occasion. 

Schema Markup Generator JSON-lD, via technicalseo.com

Then add the knowledge into the required fields. I’ve added a fictional search engine optimization convention for instance.

Event schema generation, via technicalseo.com

When you’ve created the JSON-LD code, add it to both the <head> or the <physique> of the web page you need it on. Google has confirmed either is fine. If you’re technically minded, you possibly can even inject the code using Javascript with Google Tag Supervisor.

Tips on how to validate your schema markup

To verify a single web page’s schema markup, you need to use the Schema Validator or Google’s Rich Results Test instrument. 

In the event you’ve already put in Ahrefs’ SEO Toolbar, you’ll discover hyperlinks to those instruments within the “Structured information” tab.

Structured data showing JSON-LD schema, via Ahrefs' SEO Toolbar

In the event you click on by means of to the Wealthy Outcomes Check, it’ll run a take a look at and listing any errors. You may click on on the take a look at consequence to get extra particulars about that challenge.

Google's Rich Results Test tool

Google’s Rich Results Test instrument is helpful to validate schema on a page-by-page foundation the place Google’s wealthy outcomes can seem. However if you wish to verify the standing of all of your wealthy outcomes, you’ll want to make use of Google Search Console. 

Right here’s an instance of me reviewing legitimate Assessment snippets for a small web site utilizing Google Search Console.

Valid items rich results, via Google Search Console

Though that is helpful, the issue with each the Wealthy Outcomes Check instrument and Google Search Console is that they solely verify schema markup that powers wealthy outcomes, which isn’t the one good thing about schema markup.

If you wish to verify all of the schema in your web site, you’ll want to make use of Schema.org’s Markup Validator for single pages. You may entry this instrument by means of Ahrefs’ search engine optimization Toolbar by clicking on the “Validate” button.

Ahrefs' SEO Toolbar validation showing Schema Markup Validator

And for a complete web site verify, you need to use Ahrefs’ Website Audit, which you’ll be able to entry totally free by signing up for Ahrefs Webmaster Instruments (AWT). 

When you’ve run your audit, head over to the All points report in Website Audit. If there are any structured information points, you’ll see a message just like the one beneath within the listing of points.

Structured data has schema.org validation error message in All issues report, via Ahrefs' Site Audit

Clicking on this challenge will present all cases of structured information points in your web site. There are 1,332 outcomes on this instance. I prefer to prioritize fixes for pages by sorting “Natural site visitors” from excessive to low. 

To do that, click on on the “Natural site visitors” header, after which click on on “View points” within the “Structured information points” column to get extra element concerning the challenge.

Structured data issues report, via Ahrefs' Site Audit
Structured data report, via Ahrefs' Site Audit

We will see on this explicit instance there are three errors and one warning. We’ll want to repair these points first after which recheck them. 

Moderately than immediately working one other crawl right away, it’s a good suggestion to make use of the SEO Toolbar to spot-check your adjustments.

Your wealthy outcomes received’t present till Google has recrawled your website, which might take a number of days—and even then, there’s no assure they’ll present in Google’s search outcomes. 


If you wish to velocity issues up in your most vital pages, you possibly can submit your URL for reindexing utilizing Google Search Console.

In the event you’ve finished all the pieces above and are nonetheless having bother, there could also be a website high quality challenge. 

Listed below are among the commonest causes your structured information could not present:

  • It’s deceptive and doesn’t symbolize the principle content material of the web page.
  • Google might imagine a textual content result’s greatest in your content material.
  • The web page doesn’t meet Google’s structured data guidelines.

Remaining ideas

Schema markup is an effective way so that you can declare extra SERP actual property and enhance your web site’s CTR. 

It takes a bit of labor to set it up. However with many CMSes making it straightforward so as to add schema to your website in a number of clicks, it’s not as tough because it used to be. 

Obtained extra questions? Ping me on Twitter.