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Schema markupmeaning and examples

Schema markup: labels in code that tell search engines what your page is.

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Updated 9 Oct 2026

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Definition

Schema markup is extra code on a page that labels what the page is about, such as a business, a product or an article. Google calls this structured data. Most of it uses the vocabulary from Schema.org.

People read a page and understand it at once. A search engine has to work it out. Schema markup gives it labels, so it does not have to guess.

What it is

Google describes structured data as a standardised format for giving information about a page and sorting its content into types. Schema.org describes itself as a collaborative community activity that creates and maintains schemas for structured data. It was founded by Google, Microsoft, Yahoo and Yandex.

Google supports three formats: JSON-LD, Microdata and RDFa. Google recommends JSON-LD if your site setup allows it. It also says all three are equally fine, as long as the markup is valid and set up properly. JSON-LD is a block of code placed in the page. Visitors do not see it. We read these pages on 9 October 2026.

What it can do

Google says structured data can enable search results that are more engaging to users. These are called rich results. A page is eligible only if it has all the required properties and follows the rules for that feature. There is no guarantee that a page with markup will get a rich result.

Google also says it needs no special schema, and no new files or markup, to show a page in AI Overviews or AI Mode. See AI Overviews.

Markup for a local business

For a business with a place, Google's local business page says you can tell Google things like business hours. The required properties are the name and the address. Google asks you to include as many address details as you can. It also recommends using the most specific type available, such as Restaurant, and adding opening hours, a phone number and a web address.

The rules

  • Mark up only what visitors can see on the page.
  • The markup must be a true picture of the page. Do not use it to mislead, for example with fake reviews.
  • Include every required property for the feature you want.
  • For a local business page, Google says to include review and rating markup only if your site collects reviews of other local businesses.

If you break the rules, valid markup can still be kept out of rich results. Google may also take a manual action, which means the page loses its eligibility for rich results. Google says this does not affect the page's ranking in web search.

A made-up example

A sweet shop in Kolkata adds markup to its contact page. The markup says the type is a bakery, and gives the shop's name, street address, opening hours and phone number. All of these are already written on the page for visitors.

Later the shop changes its Sunday hours. The owner updates the page and the markup on the same day. If only one changes, the page and the label disagree.

Common mistakes

  • Copying markup from another site and leaving their details in it.
  • Marking up reviews that are not shown on the page.
  • Letting hours or prices in the markup drift away from the page.
  • Expecting markup alone to lift a weak page.
  • Adding it and never testing it with a validator.

Related terms

  • Technical SEO (search engine optimisation): the setup work that lets search engines read your site.
  • SERP features: extras on a search results page, such as rich results and answer boxes.
  • AI Overviews: the AI written summary Google shows at the top of some searches.
  • Local SEO: helping a business appear in searches for places near the searcher.
  • Indexing: when a search engine stores a page so it can be shown in results.

For a wider look at site setup, read our technical SEO audit guide for Indian websites. If you want help, see our SEO work.

Sources

  • Google Search Central, "Introduction to structured data markup in Google Search" (developers.google.com/search/docs/appearance/structured-data/intro-structured-data), read 9 October 2026.
  • Google Search Central, "General structured data guidelines" (developers.google.com/search/docs/appearance/structured-data/sd-policies), read 9 October 2026.
  • Google Search Central, "Local business structured data" (developers.google.com/search/docs/appearance/structured-data/local-business), read 9 October 2026.
  • Google Search Central, "AI features and your website" (developers.google.com/search/docs/appearance/ai-features), read 9 October 2026.
  • Schema.org home page (schema.org), read 9 October 2026.

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Straight answers.

  • It is code on a page that labels what the page is about, such as a business, product or article. Google calls it structured data.

  • Google supports three formats: JSON-LD, Microdata and RDFa. It recommends JSON-LD if your site setup allows it, and says all three are equally fine as long as the markup is valid and set up properly. JSON-LD is a block of code placed in the page that visitors do not see.

  • No. Google says structured data can enable more engaging results called rich results. A page is eligible only if it has all the required properties and follows the rules for that feature. Even then there is no guarantee. Markup alone will not lift a weak page.

  • Mark up only what visitors can see on the page, and keep it a true picture of the page. Include every required property for the feature you want. When hours or prices change, update the markup on the same day as the page. Never use it to mislead, for example with fake reviews.