Structured data (schema markup)
Structured data, often called schema markup or just schema, is a block of code on a page that spells out facts for Google in a fixed format: your business name, address, opening hours, logo, prices, and so on. Visitors don’t see it.
Why it matters
Section titled “Why it matters”Google reads your pages and works out what they mean, but structured data removes the guesswork. It can make you eligible for richer search results, such as your logo, star ratings or breadcrumb trails. It doesn’t guarantee them.
Which types to start with
Section titled “Which types to start with”- Organisation schema: who your business is. Goes on your home page.
- LocalBusiness schema: your address, phone and hours, if you have a physical location.
- Breadcrumb schema: where a page sits in your site.
How to add it
Section titled “How to add it”The format Google recommends is JSON-LD: a small <script type="application/ld+json"> block in the page’s code.
- WordPress: SEO plugins such as Yoast SEO and Rank Math add the common types automatically once you fill in their settings.
- Shopify, Wix and Squarespace: these add some structured data for you. Test your site (below) to see what’s already there before adding more.
- Custom-built site: your developer adds the JSON-LD block to the right pages.
Check it worked
Section titled “Check it worked”- Paste your page’s address into Google’s Rich Results Test.
- It lists the structured data it found and any errors to fix.
- For a check against the full schema.org vocabulary, use the Schema Markup Validator.
Google’s guide
Section titled “Google’s guide”Introduction to structured data markup in Google Search (Google Search Central)