Schema markup

Why it matters

A search engine reads your page like a person skimming a leaflet: it can usually work out the gist, but not always the details. Schema markup spells them out in a format machines read exactly: this is a product, this is its price, this is an event on this date, this is a business at this address.

Google supports structured data for specific features, such as product, review snippet, event, job posting, local business and breadcrumb results. Valid markup can make a page eligible for those richer displays. Eligible is the word: Google says structured data does not ensure a rich result.

Be realistic about AI. Markup helps systems understand a page, but there is no proof it makes AI assistants cite you more. Treat it as accuracy, not magic.

How to use it

• Pick the types that match real content on the page: Organization, LocalBusiness, Product, Article, BreadcrumbList.
• Use JSON-LD, the format Google recommends, placed in the page head or body.
• Mark up only what visitors can see. The data must match the visible page.
• Validate with Google's Rich Results Test and watch the enhancement reports in Search Console.
• Keep it current. A changed price or phone number must change in the markup too.

Common mistakes

• Marking up content that isn't on the page, which can lead to a manual action.
• Fake or self-written review ratings, which Google's guidelines disallow for self-serving reviews of your own business.
• Adding every type available. More is not better.
• Expecting rankings to jump. Markup is not a ranking factor on its own.

It pairs with NAP consistency for local businesses.