What is Schema Markup?
Definition
Schema markup is structured data added to a web page's code, usually in JSON-LD format, that uses the shared Schema.org vocabulary to tell search engines and AI systems exactly what the page describes, such as a business, product, article, event or person.
Last updated 2026-10-18 · Flowmatix
How schema markup works
A page might say "Open Mon–Fri, 8 to 6" in plain text, which a person understands easily. Schema markup restates the same facts in a machine-readable format: this is a LocalBusiness, its openingHours are these, its address is this, its telephone is that.
The markup normally sits in a <script type="application/ld+json"> block in the page code. Google's structured data guide says it generally recommends JSON-LD where a site's set-up allows it.
Example: an online bakery adds Product markup to each cake page with name, price, availability and review rating. When search engines understand those fields reliably, the page becomes eligible for richer listings, and AI assistants can quote the price and availability accurately.
Why it matters for your business
Structured data can make pages eligible for rich results such as product prices, review stars, event dates and breadcrumbs. Google is clear that markup does not guarantee rich results: eligibility depends on including required properties and following its guidelines.
Eligibility also changes over time. Google stopped showing FAQ rich results from May 7, 2026, so pages added purely for that display no longer get it. The underlying value remains: clearer meaning for search engines and AI systems, which matters more as answers are increasingly generated rather than listed. Our article on schema markup for AI search covers the types still worth adding.
Common mistakes
- Marking up information that is not visible on the page, which breaks Google's guidelines.
- Adding review stars for reviews you wrote yourself or collected from another site.
- Using the wrong type, such as
OrganizationwhereLocalBusinessor a more specific subtype fits better. - Copying a plugin's defaults and never checking the output for errors or outdated details.
- Forgetting to update markup when prices, hours or addresses change.
Frequently asked questions
Does schema markup improve rankings?
Not directly. It helps search engines understand the page and can earn richer listings that attract more clicks, which supports broader SEO work.
Which schema types should a small business start with?
Usually Organization or LocalBusiness on the homepage, BreadcrumbList across the site, and Product, Service or Article on matching pages. Keep details consistent with your Google Business Profile.
How do I check my schema?
Use Google's Rich Results Test for supported features and the Schema.org validator for general syntax, then monitor Search Console for errors.
How Flowmatix can help
Our SEO services work puts this into practice for businesses in Toronto and around the world. Get a personalised quote in about 3 minutes.
Related terms
Ready to see what your project costs?
Answer a few questions and get a personalised plan, a comparison with typical market prices, and a clear next step. No obligation, no sales pressure.