Schema Markup Guide: Earning Rich Results in Google

What Is Schema Markup?

Schema markup is structured data that helps search engines understand your content. Implementing it correctly can earn you rich results—enhanced listings with stars, images, prices, and more.

Types of Rich Results

Common Rich Results

Review stars
FAQ dropdowns
How-to steps
Recipe cards
Event listings
Product information
Local business details

Essential Schema Types

Local Business

For businesses with physical locations. Include name, address, phone, hours, and geo coordinates.

Organization

For your company overall. Include logo, social profiles, and contact information.

Product

For e-commerce. Include price, availability, reviews, and images.

Article

For blog posts and news. Include author, publish date, and images.

FAQ

For FAQ pages. Can earn dropdown display in search results.

Implementation Methods

JSON-LD (Recommended)

JavaScript notation added to your page's head or body. Easiest to implement and maintain.

Microdata

HTML attributes added to your content. More difficult to maintain.

RDFa

Another HTML attribute method. Less commonly used.

Testing Your Schema

Google Rich Results Test
Schema Markup Validator
Google Search Console enhancements report

Common Mistakes

Marking up content not visible on page
Fake or misleading reviews
Incorrect data types
Missing required properties