The short answer
Schema markup is code that describes what a page is about, such as an article, product or business, in a format search engines can read. JSON-LD is the format Google recommends. It makes pages eligible for rich results but does not guarantee them.
What is schema markup?
Schema markup (also called structured data) labels the content of a page so machines can understand it: this is an article, here is the author, this is the price. It uses a shared vocabulary from schema.org that Google, Bing and others support.
Why JSON-LD?
There are several formats, but JSON-LD is the one Google recommends. It sits in a single block of code in the page, separate from your visible content, which makes it easy to add and maintain.
Common types
- Article: blog posts and news stories.
- Product: an item for sale, with price and availability.
- LocalBusiness: a shop or office with an address and phone number.
- FAQPage: a page of questions and answers.
- Organization: details about your company.
How to add it
- Choose the type that matches your page.
- Fill in the fields with the Schema Markup Generator and copy the code.
- Paste it into the head of the page, or use a field for custom code in your platform.
- Test it with Google's Rich Results Test and the Schema Markup Validator.
Will it get me rich results?
Schema makes a page eligible, but search engines decide what to show. For example, Google now shows FAQ rich results only for a small set of sites. The markup is still valid and helps machines understand the page.
Try the free tools
Frequently asked questions
Is schema markup a ranking factor?
Search engines do not list it as a direct ranking factor. It can improve how your result looks and helps them understand your content.
Where do I paste JSON-LD?
Inside the head or at the end of the body of the page. Both work.
How do I test my markup?
Use Google's Rich Results Test to see eligible features, and the Schema Markup Validator at validator.schema.org for general checks.