Schema markup is a standard vocabulary of code you add to a page to tell search engines exactly what the content is: a business, a product, an article, an event and so on. It does not change how your page looks, but it helps search engines understand it and can make you eligible for richer results.
Why schema matters
- Helps search engines interpret your content accurately
- Can enable rich results such as review stars, product info or event details, where Google supports them
- Supports local business information
- Helps AI-driven and answer-style search understand your entities
It is not a ranking guarantee. Think of it as clear labeling.
The format: JSON-LD
Google recommends JSON-LD, a block of structured data in the page’s head or body. It sits separately from your visible content. Example for a local business:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Smith Plumbing",
"telephone": "+1-512-555-0100",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Austin",
"addressRegion": "TX",
"postalCode": "78701"
},
"url": "https://example.com/"
}
</script>Useful schema types
| Type | Use for |
|---|---|
| LocalBusiness (and subtypes) | Name, address, phone, hours |
| Organization | Company info, logo, social profiles |
| Article / BlogPosting | Blog posts |
| Product and Offer | Ecommerce products |
| Review / AggregateRating | Reviews, following Google’s guidelines |
| Event | Events and classes |
| BreadcrumbList | Navigation paths |
| FAQPage | FAQs. Rich results for it are limited for most sites, but the markup can still clarify content |
How to add schema in WordPress
- Use an SEO plugin. Yoast SEO and Rank Math output basic organization, article and breadcrumb schema automatically.
- Use a dedicated schema plugin or tool for more types.
- Add JSON-LD manually in a header code field or a custom HTML block.
Test your markup
Use Google’s Rich Results Test and the Schema Markup Validator. Fix errors and warnings, and ensure the markup matches what is visible on the page.
Rules to follow
- Only mark up content users can see.
- Be accurate. Misleading markup can lead to penalties.
- Keep details consistent with your visible page and Google Business Profile.
Related: on-page SEO checklist and local SEO guide.
Schema markup FAQ
Does schema improve rankings directly?
Not directly, but it can improve how your result appears and how well content is understood.
Do I need a developer?
Not for the basics. SEO plugins handle most small-site needs.