Schema Markup: Complete Guide to Structured Data SEO

Schema markup is structured data code that helps search engines understand your content and display rich results. Using JSON-LD format, you can mark up articles, products, FAQs, local businesses, and more. Schema markup improves click-through rates through enhanced SERP features.

What is Schema Markup?

Schema markup is a semantic vocabulary of tags that you add to your HTML to improve how search engines read and represent your page in search results. It was created through collaboration between Google, Microsoft, Yahoo, and Yandex as Schema.org.

Schema markup benefits:

Benefit	Description
Rich results	Enhanced SERP appearance with stars, images, prices
Better understanding	Search engines comprehend content meaning
Knowledge Graph	Potential inclusion in Google’s Knowledge Graph
Voice search	Structured data helps voice assistants
Higher CTR	Rich results attract more clicks

Schema Markup Formats

JSON-LD (Recommended)

JSON-LD (JavaScript Object Notation for Linked Data) is Google’s recommended format. It’s added as a script in the page head, separate from HTML content.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Schema Markup Guide",
  "author": {
    "@type": "Person",
    "name": "Nurul Aisyah"
  }
}
</script>

JSON-LD advantages:

Separate from HTML content
Easier to generate dynamically
Simpler to maintain
Less error-prone

Microdata

Microdata embeds structured data within HTML using attributes.

<article itemscope itemtype="https://schema.org/Article">
  <h1 itemprop="headline">Schema Markup Guide</h1>
  <span itemprop="author" itemscope itemtype="https://schema.org/Person">
    <span itemprop="name">Nurul Aisyah</span>
  </span>
</article>

RDFa

RDFa uses HTML attributes similar to Microdata.

<article vocab="https://schema.org/" typeof="Article">
  <h1 property="headline">Schema Markup Guide</h1>
  <span property="author" typeof="Person">
    <span property="name">Nurul Aisyah</span>
  </span>
</article>

Common Schema Types

Article Schema

For blog posts, news articles, and content pages.

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Schema Markup: Complete Guide",
  "description": "Learn how to implement schema markup for SEO",
  "image": "https://example.com/image.jpg",
  "author": {
    "@type": "Person",
    "name": "Nurul Aisyah",
    "url": "https://semantic.my/author/nurul-aisyah/"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Semantic.my",
    "logo": {
      "@type": "ImageObject",
      "url": "https://semantic.my/logo.png"
    }
  },
  "datePublished": "2024-03-20",
  "dateModified": "2026-01-20"
}

Organization Schema

For company and brand information.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Semantic.my",
  "url": "https://semantic.my",
  "logo": "https://semantic.my/logo.png",
  "description": "SEO agency in Malaysia",
  "sameAs": [
    "https://linkedin.com/company/semantic-my",
    "https://twitter.com/semanticmy"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+60-17-202-0030",
    "contactType": "customer service"
  }
}

LocalBusiness Schema

For businesses with physical locations.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Semantic.my",
  "image": "https://semantic.my/office.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Level 10, Menara XYZ",
    "addressLocality": "Kuala Lumpur",
    "postalCode": "50450",
    "addressCountry": "MY"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 3.1412,
    "longitude": 101.6865
  },
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
    "opens": "09:00",
    "closes": "18:00"
  },
  "priceRange": "RM1,500 - RM15,000"
}

FAQ Schema

For frequently asked questions sections.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema markup is structured data that helps search engines understand content."
      }
    },
    {
      "@type": "Question",
      "name": "Does schema help SEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema enables rich results which improve click-through rates."
      }
    }
  ]
}

Product Schema

For e-commerce product pages.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "SEO Audit Service",
  "description": "Comprehensive technical SEO audit",
  "offers": {
    "@type": "Offer",
    "price": "3000",
    "priceCurrency": "MYR",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "24"
  }
}

BreadcrumbList Schema

For navigation breadcrumbs.

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://semantic.my"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "SEO",
      "item": "https://semantic.my/seo/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Technical SEO",
      "item": "https://semantic.my/seo/technical-seo/"
    }
  ]
}

Connected Schema with @graph

Use @graph to connect multiple schema entities on a single page, creating a more complete picture for search engines.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://semantic.my/#organization",
      "name": "Semantic.my",
      "url": "https://semantic.my"
    },
    {
      "@type": "WebSite",
      "@id": "https://semantic.my/#website",
      "url": "https://semantic.my",
      "publisher": {"@id": "https://semantic.my/#organization"}
    },
    {
      "@type": "WebPage",
      "@id": "https://semantic.my/schema-markup/#webpage",
      "isPartOf": {"@id": "https://semantic.my/#website"},
      "author": {"@id": "https://semantic.my/author/nurul-aisyah/#person"}
    },
    {
      "@type": "Article",
      "mainEntityOfPage": {"@id": "https://semantic.my/schema-markup/#webpage"},
      "author": {"@id": "https://semantic.my/author/nurul-aisyah/#person"},
      "publisher": {"@id": "https://semantic.my/#organization"}
    },
    {
      "@type": "Person",
      "@id": "https://semantic.my/author/nurul-aisyah/#person",
      "name": "Nurul Aisyah"
    }
  ]
}

Rich Results Types

Schema markup can trigger various rich results in Google:

Rich Result	Schema Required	Appearance
Review snippet	Review, AggregateRating	Star ratings
FAQ	FAQPage	Expandable Q&A
How-to	HowTo	Step-by-step instructions
Recipe	Recipe	Image, rating, cook time
Product	Product, Offer	Price, availability
Event	Event	Date, location, tickets
Job posting	JobPosting	Salary, location
Breadcrumbs	BreadcrumbList	Navigation path

Implementation Best Practices

Do’s

Use JSON-LD format
Include all required properties
Keep schema accurate to page content
Test with Rich Results Test
Use @id for entity connections
Update schema when content changes

Don’ts

Mark up content not visible on page
Use schema to deceive users
Include irrelevant schema types
Forget required properties
Use outdated schema versions

Testing and Validation

Google Rich Results Test

Tests if your page is eligible for rich results:

URL: search.google.com/test/rich-results
Shows which rich results are detected
Previews how results may appear

Schema Markup Validator

Validates syntax against Schema.org vocabulary:

URL: validator.schema.org
Checks all schema types
More comprehensive than Rich Results Test

Google Search Console

Monitor schema performance:

Enhancements report shows rich result status
Identifies errors and warnings
Tracks impressions and clicks

Schema Implementation Checklist

Site-Wide Schema

Organization schema on homepage
WebSite schema with search action
BreadcrumbList on all pages
Logo properly linked

Article Pages

Article or BlogPosting schema
Author linked to Person schema
Publisher linked to Organization
datePublished and dateModified

Product Pages

Product schema with offers
Price and availability
AggregateRating if reviews exist
Images included

Local Business

LocalBusiness with full address
GeoCoordinates for maps
OpeningHoursSpecification
Contact information

Common Schema Mistakes

Missing required properties - Schema won’t validate
Marking up hidden content - Against guidelines
Incorrect schema type - Using Product for services
Not connecting entities - Missing relationships
Outdated information - Prices, hours not updated
Duplicate schema - Same type multiple times incorrectly

Conclusion

Schema markup helps search engines understand your content and enables rich results that improve click-through rates. JSON-LD is the recommended format for its simplicity and maintainability.

Start with essential schema types: Organization, Article, and BreadcrumbList. Add FAQ schema where relevant. For local businesses, LocalBusiness schema is critical for local SEO.

Use connected schema with @graph to create relationships between entities. Test with Google’s Rich Results Test and monitor performance in Search Console. Properly implemented schema is a valuable part of technical SEO that enhances search visibility.

Frequently Asked Questions

Does schema markup directly improve rankings?

Schema markup is not a direct ranking factor. However, it enables rich results that improve click-through rates, which can indirectly benefit rankings. Schema also helps search engines better understand your content, potentially improving relevance matching.

Which schema format should I use?

Google recommends JSON-LD format for schema markup. It's easier to implement and maintain than Microdata or RDFa because it's separate from HTML. JSON-LD can be added to the page head without modifying content markup.

How do I test if my schema markup is working?

Use Google's Rich Results Test to validate schema and preview rich results. The Schema Markup Validator checks syntax against Schema.org vocabulary. Google Search Console shows which rich results are detected on your site.