Structured data
Schema markup: what it is and how to add it.
Structured data gives Google explicit clues about the meaning of a page. See which rich results it supports, the policies behind it and the steps to add it.
Short answer
What is schema markup in SEO?
Schema markup is structured data you add to a page to tell search engines what it means. It helps Google understand the content of a page by providing explicit clues about its meaning. Correct markup can make a page eligible for rich results.
In brief
Five things to know first.
Clues, not decoration
Structured data gives Google explicit clues about what a page means: a recipe, a job, a course.
Rich results are the reward
Valid markup with all required properties makes a page eligible for enhanced display. Rich results are not promised.
JSON-LD is the easy format
Google supports three formats and recommends the one easiest to maintain, usually JSON-LD.
Markup must match the page
Structured data must be a true representation of the page content. Don't mark up content that is not visible to readers.
Test, then compare
Validate with the Rich Results Test, then compare pages with and without markup before judging the effort.
Definition
Schema markup meaning, in plain words.
The meaning is simple: code on a page that labels its content. Google says that by including structured data you give it “explicit clues about the meaning of a page.”
A reader sees a price and a star rating at a glance. Markup labels each one, so a crawler does not have to guess.
| Without markup | With markup | |
|---|---|---|
| What Google reads | Text it must interpret itself | Labeled facts it can read directly |
| Search appearance | A standard result | May be eligible for a rich result |
| Effort | None | Code added to the page |
Why it matters
What the payoff looks like.
The results below come from Rotten Tomatoes, the Food Network and Nestlé. They belong to those sites, not to you.
Rotten Tomatoes added structured data to 100,000 unique pages and measured a 25% higher click-through rate.
Google support
Which rich results Google supports.
Google's search gallery lists the rich results you can make your site eligible for by implementing structured data. Rich results display additional information.
Each type has its own required properties, so check the gallery for your content before you write any code.
| Type | What it shows |
|---|---|
| Breadcrumb | The page's position in the site hierarchy |
| Carousel | A list or gallery from a single site |
| Course list | Courses from the same provider |
| Dataset | Data sets in Google Dataset Search |
| Education Q&A | Questions and answers that surface flashcards |
| Job posting | Job details that help seekers find roles |
| Recipe | A recipe as one result or in a carousel |
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Formats and types
Types of schema markup and formats.
The type you choose depends on the content: recipe, job, course, dataset. The format is how you write it.
Google supports JSON-LD, Microdata and RDFa. It recommends using “a format that's easiest for you to implement and maintain,” in most cases JSON-LD.
JSON-LD
Google recommends the format easiest to implement and maintain. In most cases, that is JSON-LD.
Microdata
Google Search supports it, unless documented otherwise for a feature.
RDFa
Google Search supports it too, unless documented otherwise for a feature.
Policies
Google's structured data rules to follow.
Structured data must comply with Google's content and spam policies to be eligible for rich results.
Even with proper markup, Google says it doesn't guarantee rich results.
Mark up only visible content
Don't add markup for information readers cannot see on the page.
Be accurate
Structured data must be a true representation of the page content.
Stay current
Google won't show a rich result for time-sensitive content that is no longer relevant.
Keep images crawlable
Image URLs in structured data must be crawlable and indexable.
Match duplicates
Place the same structured data on all page duplicates, not only the canonical page.
How to add it
How to add schema markup to a website.
Follow six steps. Start with the pages that matter most to your business.
If your CMS or an SEO plugin adds markup for you, validate the result anyway.
Pick the page and its type
Match the page to a type in Google's search gallery, such as a recipe, job or breadcrumb.Choose a format
Use JSON-LD unless your setup makes Microdata or RDFa easier to maintain.Add required properties
Include every required property, or the page is not eligible for enhanced display.Add recommended properties
More recommended properties can make enhanced display more likely and the result better for users.Test with the Rich Results Test
Use the tool for validating your structured data and, in some cases, previewing a feature in Google Search.Publish and compare
Compare pages with markup against pages without it, then decide if the effort is worth it.
Not sure what to fix first?
Our technical AEO work covers schema, crawler access and rendering, in order of impact.
Mistakes
Structured data mistakes to avoid.
Most failures come from marking up things the reader cannot see, or from expecting rich results to be certain.
| Mistake | What Google says | |
|---|---|---|
| Hidden markup | Mark up content users can't see | Don't mark up content not visible to readers |
| Empty pages | Create blank pages to hold markup | Don't create blank or empty pages for structured data |
| Promised results | Valid markup gives you rich results | Rich results are not promised, even with proper markup |
| Stale data | Leave old offers marked up | Out-of-date, time-sensitive content won't show |
FAQ
Structured data: common questions.
What does structured data do?
Structured data gives Google explicit clues about the meaning of a page. A page must include all the required properties to be eligible for appearance in Google Search with enhanced display. The information must be visible to users.
Does schema markup help SEO rankings?
Google says structured data helps it understand a page and can make the page eligible for rich results. To see the effect, compare the performance of pages with structured data against pages without it.
Is structured data worth the effort?
Google's own advice is to compare the performance of pages with structured data against pages without, then decide if it is worth your effort. Its case studies report higher click-through rates and more visits for those sites.
Which format should I use for markup?
JSON-LD is the usual choice. Google supports JSON-LD, Microdata and RDFa, and recommends the format easiest for you to implement and maintain, which in most cases is JSON-LD. Pick one and keep it consistent across your pages.
How do I test my markup?
Google's Rich Results Test is the tool to use. It validates your structured data and, in some cases, previews a feature in Google Search. Run it before and after you publish, and fix any missing required properties.
What does product schema markup do?
Product markup is one type of structured data. Structured data must be a true representation of the page content. Provide up-to-date information, and don't mark up content that is not visible to readers of the page. Check the search gallery for the properties each type needs.
Does markup help AI search?
Google says its AI features have no additional technical requirements, and that no special schema.org markup is needed. Crawlable, useful pages come first. Markup supports them, as one of the technical signals that help AI engines understand, access and cite a site.
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