Definition
Schema markup is code added to a web page that describes its content in a standard vocabulary from Schema.org, for example 'this is a local business, here is its address and opening hours' or 'this is a product with this price'. Google recommends adding it as JSON-LD. It is a form of structured data.
How it works
Search engines read the page as usual, but schema markup states key facts in an unambiguous, machine-readable way. Some types can make a page eligible for rich results in Google, such as review stars, product price and availability, breadcrumbs or event dates. Eligibility is not a guarantee: Google decides when to show rich results, and some types are limited (for example, FAQ rich results now appear mainly for well-known government and health sites). Markup must match what visitors can see on the page; marking up hidden or false information breaks Google's guidelines. Test your markup with Google's Rich Results Test and the Schema.org validator.
Example
Picture a yoga studio in Rishikesh. It adds LocalBusiness markup with its name, address, phone, opening hours and map link, Course markup for its 200-hour teacher training with the dates and price, and Review markup only for reviews shown on the page. Google now has clear facts about the studio, and the course page becomes eligible for a richer listing.
An illustration: the business and the rupee figures are made up to show how the idea works.
Common mistake
Copying schema from another site and leaving the wrong name, address or prices in it, or adding review stars for reviews that aren't on the page. Another mistake is expecting schema alone to improve rankings; it helps search engines understand a page, but doesn't replace helpful content.
Where you learn it
- Module 14: WordPress Hands-on
- Class: Essential Plugins: SEO, Forms, Security & Backup
Related terms
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