Schema markup

What schema markup provides

Schema.org vocabulary identifies content types explicitly: articles, products, events, organisations, FAQs, reviews, recipes, and hundreds more. This structured data helps search engines understand what your content means, not just what it says.

Without schema, search engines infer meaning from HTML and text. With schema, you explicitly state "this is a product, here's the price, here's availability, here's the rating". This precision enables rich results and improves understanding.

Common schema types

Organisation: Company details, logo, social profiles, contact information. Helps search engines understand your brand identity across the web.

Article: Blog posts, news content with publish dates, authors, featured images. Enables article-rich results and news aggregation.

Product: E-commerce items with prices, availability, ratings. Powers product-rich snippets in search results.

LocalBusiness: Physical location data for local SEO—address, hours, service areas. Crucial for local search visibility.

FAQPage: Question and answer pairs that can display as expandable accordions in search results, occupying significant space.

Implementation formats

Schema can be implemented three ways: Microdata (woven into HTML), RDFa (similar to Microdata), or JSON-LD (separate script blocks). JSON-LD is cleanest—structured data lives independently of your HTML, making it easier to maintain.

We exclusively use JSON-LD. It keeps markup clean, simplifies updates, and Google explicitly recommends it. Separate script blocks mean adding schema doesn't complicate your HTML structure.

Testing and validation

Google's Rich Results Test validates schema markup and shows which rich results your page qualifies for. Schema.org validator checks syntax correctness. Both help catch errors before they prevent rich results.

Search Console reports schema issues across your site. Monitor these reports—invalid markup wastes the opportunity for enhanced search visibility.

Schema in every build

We implement appropriate schema markup automatically: organisation schemas site-wide, page-specific schemas for articles or products, breadcrumb schemas for navigation. This foundation maximises search visibility from day one.