Updated October 2026
What is schema markup?
Schema markup is structured data added to a web page, usually as JSON-LD code, that describes its content using the shared vocabulary of schema.org. It helps search engines understand entities such as businesses, services, products and people, and makes pages eligible for some rich results.
Which schema types should a local business use?
| Schema type | Where to use it |
|---|---|
| LocalBusiness (or a subtype such as Dentist, Plumber, LegalService, AutoRepair, AccountingService) | Homepage or contact page: name, address, phone, hours, geo coordinates |
| Organization | Sitewide: logo, social profiles (sameAs), contact points |
| Service | Each service page |
| BreadcrumbList | Every page with breadcrumbs |
| Article | Blog posts and guides |
| Product and Offer | Online shop product pages |
| Person | Team and author pages |
Does FAQ schema still give rich results?
No, not for most websites. Since August 2023 Google shows FAQ rich results only for well-known, authoritative government and health websites. FAQ schema can still help machines understand question-and-answer content, but it will not usually add dropdowns to your search listing.
Can you mark up your own reviews?
No. Google does not show review star rich results for LocalBusiness and Organization markup about the business itself when the reviews are hosted on its own site (self-serving reviews). Product review markup is still supported for shop products.
How do you add schema markup?
Add schema markup as a JSON-LD script in the page's HTML, either through your SEO plugin, your theme or your developer. Only mark up information that is visible on the page.
How do you test schema markup?
Test schema with Google's Rich Results Test, which shows eligibility for Google features, and the Schema Markup Validator, which checks the code against schema.org. Search Console's Enhancements reports show errors across the whole site.
We implement structured data as part of technical SEO.