SCHEMA MARKUP GUIDE
What is schema markup, and how do you add it?
Schema markup is structured data, usually JSON-LD code from the schema.org vocabulary, that tells search engines exactly what a page is about: a business, product, article or event. It can make pages eligible for rich results but does not guarantee them. Digimetrics Schema Generator produces validated JSON-LD for 16 types in a few seconds.
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Updated 23 October 2026 · Digimetrics editorial team
The short answer
- Schema markup labels what is on a page (a price, an address, an author) in a format machines read reliably.
- Google recommends JSON-LD because it is the easiest format to implement and maintain.
- Markup must describe content visible on the page; marking up hidden or misleading content can cost rich result eligibility.
- Google stopped showing FAQ rich results in May 2026, so FAQ schema alone no longer earns a special result in Google.
- Google says no special schema is needed for AI Overviews, but structured data still helps with rich result eligibility.
What is schema markup in SEO?
In SEO, schema markup is code you add to a page to give Google explicit clues about its meaning. Google calls it structured data: a standardized format for providing information about a page and classifying its content.
Without markup, Google has to infer that a number next to a product is its price or that a block of text is your opening hours. With markup, you state it. Google's example is a recipe page: structured data labels ingredients, cooking time and calories so the page can show as a rich result and be found by those details.
The vocabulary comes from schema.org, a collaborative project founded by Google, Microsoft, Yahoo and Yandex. Google adds a caveat worth remembering: for Google Search behaviour, rely on Google's own documentation rather than schema.org, because schema.org has many types and properties Google does not use.
Short definitions of related terms are in our glossary: schema markup and SERP.
Why is schema markup important for SEO?
Schema markup can make a page eligible for rich results, which stand out in search and can earn more clicks, and it helps Google understand entities such as your organization, logo and contact details.
Google publishes case studies from sites that added structured data. These are the sites' own results, not typical outcomes, but they show why the effort can pay:
| Site (Google case study) | Change | Reported result |
|---|---|---|
| Rotten Tomatoes | Structured data on 100,000 unique pages | 25% higher click-through rate on enhanced pages |
| The Food Network | 80% of pages enabled for search features | 35% increase in visits |
| Nestlé | Pages showing as rich results | 82% higher click-through rate than non-rich pages |
| Rakuten | Pages with structured data | Users spent 1.5x more time on the pages |
Google also says it does not guarantee your structured data will show in results, even when it is marked up correctly.
Is schema markup a ranking factor?
Not directly. Structured data helps Google understand a page and makes it eligible for rich results, which can lift clicks, but adding markup does not move a page up the rankings by itself.
Google's structured data guidelines make one point clearly: a structured data manual action removes a page's eligibility for rich results but does not affect how the page ranks in web search. That tells you where schema sits. It changes how a result can look, not where it ranks.
The same applies to AI search. Google's guidance on AI features says there is no special schema.org structured data you need to add to appear in AI Overviews or AI Mode, while recommending you keep using structured data as part of your overall SEO, as long as it matches the visible text. Other AI assistants read pages in their own ways; clear facts in plain text on the page help all of them. Our AI SEO checklist covers that side.
So judge schema by the right yardstick. If you add Product markup and the page starts showing price and availability in results, that is the win. If rankings do not move, that is expected: work on content depth, intent match and links for that.
Types of schema markup that still matter in 2026
Organization, LocalBusiness, Product, Article, BreadcrumbList, Event, Review snippet, Video and Software app are the types most sites use. FAQ and HowTo no longer produce rich results in Google.
Google's search gallery lists the structured data features it supports. Pick by page type, not by how many types you can stack on one page.
| Schema type | Use it on | What Google can show |
|---|---|---|
| Organization | Home or about page | Logo, legal name, contact details in knowledge panels |
| LocalBusiness | Location or contact page | Hours, ratings, directions in the knowledge panel |
| Product | Product pages | Price, availability and review ratings |
| Article | News and blog posts | Title and larger images in article features |
| BreadcrumbList | Any page in a hierarchy | Breadcrumb trail showing the page's position |
| Event | Event pages | Interactive list of upcoming events |
| Review snippet | Product, local business, software and more | Star rating excerpt |
| FAQPage | FAQ sections | No longer shown as a rich result in Google since May 2026 |
Schema markup example: LocalBusiness in JSON-LD
A LocalBusiness block names the business type, name, address, phone, URL and opening hours inside a script tag of type application/ld+json.
Here is the shape, based on Google's own example structure (replace every value with your real details):
`{"@context": "https://schema.org", "@type": "Restaurant", "name": "Your Business", "address": {"@type": "PostalAddress", "streetAddress": "...", "addressLocality": "...", "addressRegion": "...", "postalCode": "...", "addressCountry": "US"}, "telephone": "...", "url": "https://...", "openingHoursSpecification": [...]}`
Three rules keep it eligible: include every required property for the type, make every value match what the page shows, and do not mark up content readers cannot see. Google prefers fewer, complete and accurate recommended properties over many sloppy ones. For local businesses, our local SEO guide explains how this fits with your Business Profile.
In the official tutorial's sample (fictional brand Brightpath), Schema Generator produced valid Organization schema ready to paste into the page head.
How to implement schema markup for AEO and AI answers
Use the same markup you would for Google, keep it matching the visible text, and put the key facts in plain sentences on the page too. AI systems read the page, not just the code.
Answer engine optimization rewards pages that state facts clearly: who you are, what you offer, prices, locations and answers to buying questions. Schema reinforces those facts; it does not replace them. In the official tutorial's sample, Full Site Audit's one critical fix for Brightpath was adding llms.txt and organisation structured data, and the AI Readiness Check tests structured data alongside AI bot access.
A practical order: generate Organization markup for the home page, LocalBusiness or Product markup where relevant, then run the AI Readiness Check to confirm AI bots can reach the page. Then use AI Page Rewrite to add a one-sentence answer and FAQ block written for the questions buyers ask.
HOW IT WORKS
How to add schema markup in five steps
- 1
Pick the type that matches the page
Organization for your home page, LocalBusiness for a location, Product for a product page, Article for a post, BreadcrumbList for navigation.
- 2
Generate the JSON-LD
Use the Schema Generator: choose the type, enter name and URL, and add extras such as logo, phone and address.
- 3
Validate before publishing
Open Google's Rich Results Test (one click from the generator) and fix any errors. The generator already checks for missing or placeholder values.
- 4
Paste it into the page
Add the script tag to the page head or body, or use your CMS's structured data setting or plugin.
- 5
Monitor after launch
Check Search Console's rich result reports, which catch markup that breaks after deployment because of templating issues.
QUESTIONS PEOPLE ASK
Frequently asked questions
Still unsure? Email support@digimetrics.ai and a person will reply.
What is the best schema markup generator?
One that outputs valid JSON-LD, refuses placeholder values and links straight to Google's Rich Results Test. Digimetrics Schema Generator covers 16 types, including business, product, article and FAQ, in a few seconds.
Is schema markup technical SEO?
Yes. It is usually grouped with technical SEO because it is code in the page rather than visible copy. It belongs after crawl and index issues are fixed; see our technical SEO checklist.
Is FAQ schema still worth adding?
Not for Google rich results: Google stopped showing FAQ rich results from May 7, 2026. A visible FAQ section is still useful for readers and for AI assistants that quote direct answers.
JSON-LD, Microdata or RDFa: which should I use?
JSON-LD. Google says all three are fine when valid, but recommends JSON-LD as the easiest to implement and maintain, because it sits in one script block instead of being woven through your HTML.
Can I add schema markup in WordPress or Shopify?
Yes. Google notes that CMS users may not be able to edit HTML directly but can usually use a settings page or plugin. You can also paste generated JSON-LD into a custom HTML block or theme head.
Why is my schema valid but no rich result shows?
Google does not guarantee rich results even for valid markup. It may choose a plain result, or the markup may not represent the main content, describe hidden content, or miss feature-specific guidelines.
How do I check if my site already has schema markup?
Paste a URL into Google’s Rich Results Test to see which structured data types it detects and whether they are valid. For a whole site, Full Site Audit and the AI Readiness Check both report whether structured data is present, and Search Console lists rich result issues per type.
Add valid schema markup in a few seconds.
Choose a type, enter your details and paste checked JSON-LD into your page. Free for 7 days, no credit card.