Schema Markup
Schema Markup
Schema markup is code you add to your website that tells search engines exactly what your content means. It's the difference between Google guessing and Google knowing.
Why It Matters
With schema, Google can show rich results:
- Star ratings in search results
- FAQ dropdowns
- Event dates and times
- Product prices and availability
- Business hours and contact info
These rich snippets stand out and get more clicks.
Common Schema Types
LocalBusiness
For any business with a physical location. Includes name, address, phone, hours, and service area. Essential for Google Business Profiles optimization.
FAQ
Mark up your FAQ sections. Google may show them as expandable dropdowns in search results—taking up more real estate.
HowTo
Step-by-step instructions. Can appear as rich snippets with numbered steps.
Product
E-commerce product pages. Shows price, availability, and reviews in search results.
Review
Aggregate ratings. Those star ratings you see in search results.
Implementation
- JSON-LD (recommended) — JavaScript in your page's
<head> - Microdata — HTML attributes throughout content
- RDFa — Another HTML-based format
JSON-LD is cleanest. You can add it without touching your content markup.
Testing
Use Google's Rich Results Test to validate your schema before and after implementation.
For Local SEO
Local businesses should have at minimum:
- LocalBusiness schema on homepage
- FAQ schema on service pages
- Review schema (aggregate rating)
Combined with Google Business Profiles optimization and the Core 30 content structure, schema helps Google connect the dots about your business.
See Also
- SEO — Broader SEO strategies
- Google Business Profiles — Your local listing
- SEO Tools — Tools for technical SEO
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