Schema Markup & Structured Data

Enhance search visibility with rich snippets and structured data

Schema Markup: The SEO Advantage Most Sites Miss

When you search Google for a recipe, you see star ratings, cooking time, and calorie counts right in the search results. Search for a product and you see price, availability, and review stars before clicking anything. That's schema markup in action: structured data that tells search engines exactly what your content represents, allowing them to display rich snippets that stand out from plain blue links.

Most businesses leave this on the table. They create great content but don't add the structured data that would make it eligible for rich results. The problem? Schema is technical. It requires adding JSON-LD code to your pages in a specific format that validates against Schema.org vocabulary. Get it wrong and Google ignores it. Get it right and your listings take up more screen space, display more information, and earn significantly higher click-through rates than competitors without schema.

We implement schema markup across your site: products, services, articles, FAQs, reviews, events, local business information, and more. Every schema type we add is hand-coded for your specific content, validated using Google's Rich Results Test, and monitored in Search Console to ensure Google successfully recognizes and displays your rich snippets.

Schema Types We Implement

Local Business Schema

Essential for any business with a physical location. Local business schema tells Google your name, address, phone number, hours, accepted payment methods, service area, and more. This powers the knowledge panel that appears when people search your business name and helps with local pack rankings.

Includes:

  • β€’ Business name, address, phone (NAP)
  • β€’ Opening hours and special hours
  • β€’ Geo coordinates for precise location
  • β€’ Service areas and coverage
  • β€’ Accepted payment methods

Product Schema

E-commerce sites need product schema to display prices, availability, review stars, and product details in search results. This is what makes your products eligible for Google Shopping results and product rich snippets that show critical information before users even click.

Displays:

  • β€’ Product name and image
  • β€’ Price and currency
  • β€’ Stock availability
  • β€’ Aggregate review ratings
  • β€’ Brand and SKU information

Article Schema

Blog posts and news articles benefit from article schema, which helps Google understand the headline, author, publish date, and featured image. This makes your content eligible for Top Stories carousels, news results, and visually enhanced search listings with large images.

Benefits:

  • β€’ Top Stories carousel eligibility
  • β€’ Large thumbnail images in results
  • β€’ Author and date display
  • β€’ Better news aggregation

FAQ Schema

FAQ schema is one of the most visually impactful schema types. When implemented correctly, your FAQ questions expand in search results, taking up massive screen space and pushing competitors further down. Users can often find answers without even visiting your site, though Google still counts these as valuable impressions.

Use Cases:

  • β€’ Service pages with common questions
  • β€’ Product support and troubleshooting
  • β€’ General FAQ pages
  • β€’ Industry-specific question answers

Review Schema

Review star ratings displayed in search results dramatically increase click-through rates. Review schema shows aggregate ratings (4.8 out of 5 stars from 127 reviews) or individual reviews. This works for products, services, businesses, and even individual articles or recipes that users can rate.

Important: Google has strict policies about review schema. You can't just add fake ratings: reviews must be genuine, collected from real customers, and the markup must accurately reflect those reviews.

Event Schema

For businesses hosting events: conferences, webinars, workshops, concerts, or any scheduled occurrence: event schema makes your events eligible for the rich event carousel. Users see date, time, location, and ticket availability right in search results.

Event schema is particularly valuable for recurring events like weekly classes or monthly meetups, as it can represent entire series with individual instances.

Additional Schema Types

Breadcrumb Schema

Shows navigation path in search results (Home > Services > SEO) helping users understand site structure before clicking.

Video Schema

Makes videos eligible for video carousel results with thumbnails, duration, and upload date displayed prominently.

HowTo Schema

Step-by-step instructions displayed as rich results, perfect for tutorials, guides, and instructional content.

Recipe Schema

For food and recipe sites: displays cooking time, calories, ratings, and ingredient counts in search results.

Job Posting Schema

Makes job listings eligible for Google for Jobs search feature, dramatically increasing visibility to job seekers.

Course Schema

Educational institutions and online course providers can display course details, ratings, and pricing in search.

Schema Implementation Process

Content Audit & Schema Mapping

We analyze your site to identify content types that benefit from schema markup. Not every page needs schema, but most sites have multiple opportunities: service pages need service schema, about pages need organization schema, contact pages need local business schema, and so on.

We create a schema implementation map showing which schema types go on which pages, prioritized by potential impact on search visibility.

JSON-LD Implementation

We use JSON-LD format (JavaScript Object Notation for Linked Data), which is Google's recommended format. JSON-LD goes in a script tag in your page's HTML, separate from the visible content. This makes it easier to implement and maintain than older microdata formats that inline schema within HTML tags. 

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "BizTransit",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Kuala Lumpur",
    "addressCountry": "MY"
  }
}
</script>

Validation & Testing

Every schema implementation must validate correctly. We test using Google's Rich Results Test and Schema Markup Validator to ensure the code is error-free and eligible for rich results. Even minor syntax errors can cause Google to ignore your schema entirely.

We also check Search Console's Rich Results report after implementation to confirm Google successfully parsed and indexed the structured data.

Ongoing Monitoring

Schema isn't set-and-forget. Google's requirements change, new schema types become available, and your content evolves. We monitor Search Console for schema errors, track which schema types earn rich results, and update implementations as needed to maintain eligibility.

Common Schema Mistakes We Fix

❌ Missing Required Properties

Each schema type has required properties. Missing just one makes the entire schema invalid. We ensure all required fields are populated with accurate data.

❌ Fake or Misleading Information

Adding review stars when you have no reviews, or showing 5-star ratings for everything, violates Google's policies and results in manual actions.

❌ Incorrect Schema Type

Using Article schema on a product page or LocalBusiness on a service page causes confusion. Each content type needs its appropriate schema.

❌ Outdated or Deprecated Properties

Schema.org evolves. Properties that worked years ago might be deprecated now. We use current, supported properties that Google actually recognizes.

Ready to Enhance Your Search Presence?

Let's implement schema markup that earns rich snippets and increases click-through rates.

Get Schema Implementation