Schema Markup
Structured data you add to your HTML to help search engines understand your content. Enables rich results like review stars, FAQ dropdowns, and product prices in search listings.
Why It Matters
Schema markup translates your content into a language search engines understand explicitly. Instead of Google having to infer that a page is a recipe with ingredients and cook time, schema markup states it directly. This understanding enables rich results - enhanced search listings with star ratings, prices, FAQ accordions, event dates, and more.
Rich results dramatically improve click-through rates. A search listing with review stars and pricing stands out from plain blue links. Schema doesn't directly improve rankings, but the CTR improvement and better content understanding create indirect benefits.
In Practice
Start with the schema types most relevant to your site: Organization, LocalBusiness, Product, Article, FAQ, BreadcrumbList, and Review. Use JSON-LD format - it's what Google recommends and the easiest to implement.
Validate your schema with Google's Rich Results Test and Schema Markup Validator. Invalid schema is worse than no schema - it wastes Google's processing time without providing any benefit.
Don't mark up content that isn't visible on the page. Google explicitly warns against using schema for hidden content. The structured data must reflect what users can actually see.
Common Mistakes
Adding schema for content that doesn't exist on the page. Using incorrect schema types (marking a service page as a Product). Not testing schema after implementation. Forgetting to update schema when page content changes.
Related Terms
Glossary
Breadcrumbs
Navigation showing a page's position in your site hierarchy - useful for users and Google.
Glossary
Knowledge Panel
The information box Google shows for recognised entities - people, businesses, places.
Glossary
Technical SEO
Optimising your site's infrastructure so search engines can crawl, render, and index it.
Glossary
Featured Snippet
The answer box at the top of search results - position zero above organic listings.
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