Guides
Schema markup guides
Plain-English guides to nine schema types, from FAQ and Product to Event, Recipe and Video, with working examples and the rules each one follows.
Pick the type that matches your page
FAQ
A page with several questions and one written answer each.
Read the guide →Product
A page about one product that visitors can buy.
Read the guide →Local business
A page with a business address, phone number and hours.
Read the guide →Article
A blog post, news story or guide.
Read the guide →Organization
The home page of a company, shop or charity.
Read the guide →Breadcrumbs
The trail from the home page down to this page.
Read the guide →Event
Something that happens at a set time and place.
Read the guide →Recipe
One dish, with ingredients, steps and times.
Read the guide →Video
A page where a video is the main content.
Read the guide →Which type do I need?
A page can carry more than one type, as long as every value matches visible content.
| If your page is about | Use |
|---|---|
| Selling one item | Product |
| Where a business is and how to reach it | LocalBusiness |
| Who is behind the site | Organization |
| Something to read | Article |
| Answering several questions | FAQPage |
| Something that happens on a date | Event |
| Cooking one dish | Recipe |
| Watching a video | VideoObject |
| Where a page sits in the site | BreadcrumbList |
Not sure what a page has already? Paste its address into the generator, or scan the whole site.
Questions
What is schema markup?
Schema markup is a vocabulary from schema.org that labels the content of a page, such as a question, a product price or a business address, so search engines and AI systems can read it without guessing.
Which format should I use?
JSON-LD. Google recommends it, it sits in one script block, and it does not mix with your visible HTML the way microdata does.
Is schema markup a ranking factor?
Google says structured data does not directly improve rankings. It helps search engines understand a page and can make it eligible for rich results, which can improve how a listing looks.