Structured Data (Schema Markup): What to Add and Why

Structured data uses the Schema.org vocabulary, a shared set of types and properties supported by the major search engines. Google recommends adding it as JSON-LD — a script block in the page's code that doesn't affect what visitors see.

It doesn't replace good content. It labels content that's already on the page so it can't be misread.

In August 2023 Google limited FAQ rich results to well-known, authoritative government and health websites. Most business sites will no longer see FAQ drop-downs in search results. FAQPage markup is still valid Schema.org and still describes your content accurately, so it can help machines understand the page — just don't expect the visual rich result.

Google's structured data guidelines come down to honesty and accuracy. Markup must describe content that visitors can actually see on the page, must be current, and must not be misleading. Marking up reviews you wrote yourself, or prices that don't match the page, can lead to a manual action.

On a custom or modern framework site, generate JSON-LD from the same data that renders the page — that keeps the two in sync automatically. On WordPress, a reputable SEO plugin can add common types.

Test with Google's Rich Results Test to see which rich results a page is eligible for, and the Schema Markup Validator for general Schema.org correctness. After launch, Search Console's enhancement reports flag errors across the site.

Organization markup on the home page tells search engines your official name, logo, website and social profiles in one place. In JSON-LD it's a short script with '@type': 'Organization', a name, a URL, a logo URL, and a sameAs list linking to your LinkedIn, Instagram or other official profiles. It's one of the simplest and most useful blocks to add, because it helps connect your website with your presence elsewhere.

Structured data breaks quietly when templates change. Generate it from the same data as the page so it stays in sync, re-test key templates after every release, and check Search Console's enhancement reports monthly for new errors or warnings.

On larger sites, separate blocks of markup can describe the same thing — your organisation appears as the publisher of articles, the provider of services and the subject of the About page. Giving that organisation a stable identifier (an @id such as your home page URL with '#organization') and referencing it from other blocks tells machines these are one entity, not several. It's a small detail that makes your site's structured data read as a connected graph.

For online stores, Product markup with Offer details — price, currency, availability — and genuine review data can make product listings eligible for richer results. Google's e-commerce guidance also recommends consistent product identifiers and keeping markup in sync with the visible price and stock. Out-of-date prices in markup are a common source of problems after sales or price changes.

On WordPress, SEO plugins generate common types automatically; the risk is overlapping or conflicting markup from several plugins and themes. On custom sites, markup is generated in code from the same data as the page, which keeps it accurate but means a developer must add new types. Either way, test after changes.

If you're adding structured data for the first time, begin with Organization on the home page and Article or LocalBusiness where relevant. Validate, then expand.

AI assistants and AI search features rely on understanding pages quickly and accurately. Clear structure — descriptive headings, direct answers, and accurate structured data about who you are and what you offer — makes your content easier to interpret. Google states that the same SEO fundamentals apply to its AI features; there's no special markup required for them.