A practical Schema guide written for non-developers.
A practical Schema guide written for non-developers.
Schema is a markup standard supported by all major search engines. It makes page content explicit to machines, not just humans. Used correctly, it unlocks rich results such as ratings, breadcrumbs and FAQ expanders.
The most useful types are Organization, WebSite, Article, Product, FAQPage and BreadcrumbList. Most corporate sites need at least the first three.
Implement it as JSON-LD: insert a script type="application/ld+json" block containing JSON data. It is far less invasive and easier to maintain than microdata.
Two cautions: the marked-up content must match what users actually see, never mark up false information; and keep names, addresses and entity details consistent site-wide to avoid contradictions.
After deployment, validate with each search engine's rich-result testing tool and monitor rich-result impressions in the webmaster console.