Schema markup

Definition

Schema markup is a type of structured data added to a webpage’s code to help search engines better understand its content. It uses a standardised vocabulary defined by Schema.org and is typically written in JSON-LD format. By tagging specific information such as products, reviews, events, or articles, schema provides context that improves how content appears in search results.

When implemented correctly, schema markup enables enhanced search results known as rich snippets. These may include star ratings, images, product details, or FAQs, which make listings more engaging and clickable.

Advanced

At an advanced level, schema markup is part of technical SEO and semantic search optimisation. It supports Google features such as Knowledge Graph panels, featured snippets, and event listings. Common schema types include Product, Organisation, Article, FAQ, Breadcrumb, and LocalBusiness.

Tools such as Google’s Structured Data Markup Helper, Rich Results Test, and schema validators are used to build and test implementations. Developers integrate schema through JSON-LD scripts in the page head, microdata within HTML, or dynamic injection via tag managers or CMS plugins.

Why it matters

• Improves visibility in search results through rich snippets.
• Increases click-through rates and organic traffic.
• Provides context to search engines for better indexing.
• Supports eligibility for Google features such as FAQs or How-To snippets.

Use cases

• Adding Product schema to display price, availability, and ratings.
• Implementing LocalBusiness schema for store hours and contact info.
• Using Article schema to improve news and blog visibility.
• Applying Event schema for concerts, conferences, or webinars.

Metrics

• Increase in impressions and click-through rates (CTR) for rich results.
• Number of pages eligible for rich snippets.
• Search Console structured data error reports.
• Organic traffic growth from enhanced listings.

Issues

• Incorrect markup can prevent eligibility for rich snippets.
• Overuse or spammy markup risks penalties or reduced visibility.
• Lack of schema limits opportunities for enhanced search results.
• Failure to update markup may cause errors as standards evolve.

Example

An online bookstore implements Product schema on its product pages. Google search results begin to display book ratings, prices, and availability directly in the listings. This boosts click-through rates by 18 percent and helps the business attract more qualified traffic.