Structured data
schema markup · rich resultsStructured data is machine-readable markup added to a page’s code that tells search engines precisely what the page contains: a business, a product, an article or a list of frequently asked questions. The most common form is schema.org vocabulary as JSON-LD.
Good to know
Structured data unlocks rich results: star ratings, price information, FAQ lists and event highlights. A rich result takes more space on the results page and collects more clicks than a plain blue link.
The markup must match what the page visibly shows: review stars without visible reviews break Google’s guidelines and can cost the whole site its rich results. AI search also leans on structured data to understand content.
IN PRACTICE
The key schema types for a business
Organisation and locality
Organization and LocalBusiness markup carries contact details, opening hours and location. The foundation of local visibility.
Content types
Article, FAQPage, Product and Service describe what the page holds. FAQ markup can lift your questions straight into the result.
Reviews and events
Review and Event markup brings stars and dates into results. The most eye-catching riches, and the most policed.
PITFALLS
Two ways to mark up wrong
The markup promises what the page does not show
Stars without visible reviews or FAQ markup without questions on the page breaks the guidelines. The penalty can cost the whole site its rich results.
Mark up everything, hope for the best
Wrongly nested or contradictory markup is silently discarded. Less but valid beats comprehensive but broken.
FREQUENTLY ASKED
Frequently asked questions
Does structured data improve rankings?+
Not directly, but it enables rich results that lift click-through rate. It also helps machines understand the content unambiguously.
How do I verify my markup works?+
Google’s rich results test and Search Console reports show errors. Always test after publishing.
What is JSON-LD?+
Google’s recommended way to add markup: a separate script block in the page code that stays out of the visible content.
Can markup earn a penalty?+
Yes, if it claims something the page does not show. Mark up only content that genuinely exists on the page.
Which markup should be added first?+
Organization or LocalBusiness site-wide and FAQPage on your key question pages. They produce the most visible benefit for the least work.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
