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Schema Markup

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Schema markup is structured code added to a webpage that describes its content in a standardized vocabulary search engines can read directly, rather than inferring meaning from unstructured text alone.

Schema markup follows a shared vocabulary maintained by Schema.org, a project supported by Google, Bing, Yahoo, and Yandex, and it is most commonly implemented on a page as JSON-LD, a block of structured data placed in the page code separately from the visible content.

It differs from ordinary on-page SEO elements like the page title or meta description, which are written for human readers and search snippets; schema markup instead labels specific facts on the page, such as a price, a rating, or a publish date, so a search engine does not have to guess at them.

Search engines use schema markup to build enhanced search results, commonly called rich results, and to populate knowledge panels, but including schema markup does not guarantee a page will receive any particular treatment in search results.

Example

A recipe blog post might include schema markup that labels the preparation time, the calorie count, and the star rating of the recipe. When the page appears in search results, this markup can allow the listing to display a star rating and cook time directly beneath the title, rather than as plain blue text, which can make the result stand out from listings without markup.

Key characteristics

Not visible to readers: Schema markup lives in the page code and does not change how the page looks to a visitor.
Multiple formats: It can be implemented as JSON-LD, Microdata, or RDFa, though JSON-LD is the format most commonly recommended by Google.
Not a ranking factor: Search engines have stated that schema markup does not directly improve ranking position, though it can improve how a listing displays.
Type specific: Different schema types exist for different content, such as Article, Product, FAQPage, Review, and Organization, each with its own set of properties.

Related terms

SEO – the broader practice of improving a page so it ranks and performs well in search results, which schema markup can support.
On-page SEO – the category of optimization controlled directly on the page, which includes schema markup alongside titles and meta descriptions.
Meta description – a separate HTML element that summarizes a page for search results, distinct from the structured facts schema markup describes.
Keyword – a term or phrase that schema markup can help reinforce by labeling relevant page content explicitly for search engines.

Frequently asked questions

Does schema markup improve search rankings?

Search engines have said schema markup is not a direct ranking factor, though it can influence how a listing appears, which may affect click-through rate.

What is the most common format for schema markup?

JSON-LD is the format most commonly recommended by Google, since it keeps structured data separate from the visible HTML content of the page.

How can someone check if schema markup is working?

Google offers a Rich Results Test tool that checks whether schema markup on a page is valid and eligible for enhanced search features.

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FAQ

What is schema markup?

Schema markup is code added to a webpage that describes its content using a shared vocabulary search engines can read directly. It is most commonly written in a format called JSON-LD, which sits separately from the visible text on the page. Adding schema markup can help a page qualify for enhanced search results, such as star ratings or a listed price. More than 30 percent of search results pages now display some form of rich result powered by structured data.

Does schema markup affect search rankings?

Schema markup does not directly raise a page position in search rankings, based on statements from major search engines. It can still influence performance indirectly by improving how a listing looks, which may raise click-through rate. A listing with a visible 4 star rating or a listed cook time of 20 minutes can stand out among 10 plain text results on the same page. Google has offered guidance on structured data since at least 2011.

Which schema markup format does Google recommend?

JSON-LD is the format Google most commonly recommends for schema markup, ahead of the two older formats Microdata and RDFa. It is added as a single block of code, often placed once near the top or bottom of a page rather than scattered across dozens of individual tags. This makes it easier to update or remove without touching the surrounding page content. Schema.org lists more than 800 defined types that JSON-LD can describe.

Can a page have more than one type of schema markup?

A page can carry several types of schema markup at once, such as Organization, BreadcrumbList, and FAQPage combined in a single block. Each type has its own required and optional properties, and a typical article page might use 5 or more types together. Combining multiple relevant types tends to give search engines a fuller picture of the page than a single type alone. Errors in even one property can cause an entire node to fail validation.

How can someone test if schema markup is valid?

Google provides a free Rich Results Test tool that checks whether the schema markup on a live page is valid and eligible for enhanced display features. The tool flags missing required fields and can catch errors such as 2 nodes sharing the same identifier. Testing before and after a change takes only a minute or two in most cases. Running this check regularly, for example once a month, can catch markup that silently breaks after a site update.