Have you ever seen a search result with gold review stars, a price, or a neat trail of links above the title, and wondered how that site got it? Or heard someone say "you need schema" and nodded along without really knowing what it means? You are not alone. Structured data sounds technical, but the idea behind it is very simple.
In this lesson, I will explain what structured data and schema markup are, what they can and can't do for you, which types are worth adding first, and how to test your markup. You will also see which rich results Google has retired, so you don't waste time on them.
What is structured data, in plain words?
Let me explain with a kitchen example. Imagine a shelf of jars with no labels. You can open each one, smell it and guess: sugar, salt, flour. Now imagine the same jars with clear labels. You know what each one is at a glance.
Your web page is like the unlabeled jar. Google can read it and usually work out what it is about. Structured data is the label. It is a small piece of code that states the key facts plainly: "this page is a product, its name is X, its price is Y, it has these reviews."
Schema markup means structured data written with the vocabulary from schema.org, a shared dictionary of types (like Product, Article or LocalBusiness) and properties (like name, price or address). Most of the structured data Google uses comes from this vocabulary, so in everyday SEO talk, "structured data" and "schema" mean almost the same thing.
What does structured data actually do for my site?
It does two main things:
- It helps Google understand the page. Facts like your business name, logo, address or a product's price are stated clearly instead of guessed.
- It can make the page eligible for rich results. A rich result is a search result with extra visual features, such as review stars, product prices, breadcrumbs or video details. I cover these in understanding the search results page.
Google has published case studies on its introduction to structured data. For example, it reports that Rotten Tomatoes measured a 25% higher click-through rate on pages enhanced with structured data, and Food Network saw a 35% increase in visits after enabling search features on most of its pages. Those are big brands, so treat them as signs of what is possible, not a promise.
The important word is "eligible". Google says clearly that valid markup does not guarantee a rich result. Google's systems decide what to show for each search.
JSON-LD, Microdata or RDFa: which format should I use?
Google supports three formats for writing structured data. All three are fine if they are valid, but Google recommends JSON-LD because it is the easiest to add and maintain.
| Format | How it works | Good for |
|---|---|---|
| JSON-LD (recommended) | A separate block of code inside a <script> tag, usually in the page head | Almost everyone; easy to read, add and change without touching the visible content |
| Microdata | Extra attributes added directly to your HTML tags | Older themes and templates that already use it |
| RDFa | Also attributes inside HTML tags, using a different syntax | Some specialized platforms |
Here is an example of JSON-LD for an invented bakery. It tells Google the business name, website, logo, social profiles and contact details:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Green Leaf Bakery",
"url": "https://www.example.com/",
"logo": "https://www.example.com/images/logo.png",
"sameAs": [
"https://www.facebook.com/example",
"https://www.instagram.com/example"
],
"telephone": "+1-555-0100",
"email": "hello@example.com"
}
</script>Notice how readable it is. Each line is a label and a value. You don't need to be a developer to understand it, and you can paste it into a page without changing the design. Google also says it can read JSON-LD that is added by JavaScript or a content management system (CMS), which is how most plugins do it.
Which schema types should a beginner start with?
There are hundreds of schema.org types, but Google only uses a small set for its search features. Google keeps the official list in its structured data search gallery. As of October 2026, it lists 25 features. These are the ones most businesses should look at first:
| Type | Use it on | What it helps with |
|---|---|---|
Organization | Your home page or about page | Helps Google understand your brand and can influence the logo shown in results and your knowledge panel |
LocalBusiness (and subtypes like Bakery or Dentist) | The page for each physical location | Address, opening hours, phone; supports local SEO |
Article | Blog posts and news articles | Headline, author, dates and images |
Product | Product pages | Price, availability and reviews; key for ecommerce SEO |
BreadcrumbList | Any page inside your site structure | Shows the page's place in your site; Google documents breadcrumbs as a desktop feature |
VideoObject | Watch pages | Video results and key moments; see video SEO basics |
| Review snippet | Pages with genuine reviews of a product, recipe, book and similar | Star ratings, when reviews come from real users |
Google's Organization guide adds a useful tip: use the most specific type that fits. A restaurant should use a LocalBusiness subtype such as Restaurant, not just Organization.
Rich results Google has retired
This part matters, because many older SEO guides still recommend markup that no longer does anything in Google:
- HowTo: In September 2023, Google removed its HowTo documentation because the rich result was no longer shown on desktop or mobile.
- FAQ: Also in 2023, Google limited FAQ rich results to well-known, authoritative government and health websites. Then in May 2026 it deprecated the feature completely, and its changelog now says the FAQ rich result is no longer shown in Google Search.
- Others: As part of simplifying the results page, Google dropped several more features in 2025 and early 2026, including course info, estimated salary, learning video, special announcement, vehicle listing and practice problem.
Before you add any type for a rich result, check that it is still in Google's search gallery. If it isn't, it won't produce a rich result.
How do I add and test schema markup?
Here is how I would do it on a typical small business site:
- Pick one type and one page. Start with
Organizationon your home page, orProducton one product page. - Read Google's guide for that type. Each feature page lists its required properties (must have) and recommended properties (nice to have).
- Check what your platform already adds. WordPress SEO plugins, Shopify themes and many other platforms add common markup automatically. Don't add a second copy by hand.
- Add or adjust the JSON-LD. Use your plugin's settings, or paste a script block into the page.
- Test it with the Rich Results Test. Enter the URL or paste the code. It shows which rich results the page qualifies for, plus errors and warnings.
- Fix errors first, then warnings. Errors stop eligibility. Warnings are missing recommended properties.
- Ask Google to look again. Use the URL Inspection tool in Google Search Console to confirm Google sees the markup on the live page.
- Monitor the reports. Search Console shows rich result reports (for example, Product snippets or Breadcrumbs) that flag problems across your whole site.
For a general check of any schema.org markup, including types Google doesn't use, you can also use the Schema Markup Validator on schema.org. For a step-by-step walkthrough of fixing errors, see our guide on how to test and fix structured data.
What rules does Google set for structured data?
Google has general structured data guidelines that apply to every type. Breaking them can stop your rich results, and in serious cases lead to a manual action. Google says a structured data manual action removes the page's eligibility for rich results, but does not change how it ranks in normal web results. In brief, the rules are:
- Mark up only what people can see. If the page doesn't show a price or a review, don't put one in the markup.
- Be accurate and relevant. Google's own example: don't label woodworking instructions as a recipe.
- Include all required properties for the feature you want. Google says fewer, complete and accurate recommended properties are better than many incomplete ones.
- Use real reviews. Ratings must come from real users, not from you.
- Put the markup on the page it describes, and don't block that page from Googlebot with robots.txt or
noindex. - Use the most specific type that fits.
- Don't create empty pages just to hold markup.
| Good markup | Bad markup |
|---|---|
| Product price in markup matches the price on the page | Markup shows a lower price than the page |
| Review stars come from customer reviews shown on the page | Five-star rating added with no reviews on the page |
Restaurant type for a restaurant | Recipe type for a page that isn't a recipe |
| Organization markup on the home or about page | Fake events marked up to grab attention |
Try it: add Organization markup to your home page
This is a safe, useful first step for any business site:
- Open the Rich Results Test and enter your home page URL. See what markup is already there. Your plugin may already output
OrganizationorLocalBusiness. - If nothing is there, copy the bakery example above and replace the name, URL, logo, social profiles, phone and email with your own. Google says the logo should be at least 112x112 pixels and crawlable.
- If you have a physical shop or office, use a specific
LocalBusinesssubtype instead and add your address and opening hours. Our guide on adding LocalBusiness schema shows each field. - Add the code through your SEO plugin or theme settings, or paste it into the page head.
- Run the Rich Results Test again and fix any errors.
- Inspect the URL in Search Console so Google picks up the change.
If you want to go further, our practical guide to schema markup and Organization schema guide cover more types and properties.
Questions beginners ask about structured data
Is structured data a ranking factor?
Think of it as a way to help Google understand your page and to make it eligible for rich results, not as a ranking boost. A page with perfect markup but weak content will not jump to the top. Use it to describe good pages accurately.
Do I need to know how to code to add schema markup?
Not usually. Most website platforms and SEO plugins add common types such as Organization, Article, Product and BreadcrumbList for you. You only need to check that the output is correct and matches what is on the page, which the Rich Results Test makes easy.
I added markup but no rich result appears. What did I do wrong?
Maybe nothing. Google says valid markup makes a page eligible but does not guarantee a rich result. Check the Rich Results Test for errors, make sure the page is indexed, give Google some time to recrawl, and confirm that the feature you want is still listed in Google's search gallery.
Should I still add FAQ or HowTo markup?
Not for rich results. Google stopped showing HowTo rich results in 2023 and says FAQ rich results no longer appear in Google Search as of May 2026. The schema.org types still exist, but they won't give you those special results in Google. Spend your time on types Google still supports.
Which tool should I use: Rich Results Test or Schema Markup Validator?
Use the Rich Results Test to see whether your page qualifies for Google's rich results. Use the Schema Markup Validator (from schema.org) when you want a general check of any schema.org markup, including types Google doesn't use for rich results.
What to remember about schema markup
Structured data is a label that states your page's key facts in a format Google reads easily. Use JSON-LD, stick to the types in Google's search gallery, mark up only what is visible and true, and test everything with the Rich Results Test and Search Console. Skip HowTo and FAQ markup if you are hoping for rich results, because Google no longer shows them.
This lesson ends the on-page chapter. Next, we move into technical SEO with site architecture: organizing your website. If you'd like our team to audit or set up your structured data, you can request a free quote whenever it suits you.