Schema markup describes a page or entity in a structured format. Use it to express facts your visitors can already see: who the business is, what a product costs or who wrote an article. JSON-LD is one format; adding it does not guarantee a search feature or AI citation.
Choose a type that fits the page
- Organization: verified business identity and official contact or profile links.
- LocalBusiness: relevant business location, contact and service information.
- Article or BlogPosting: genuine author, headline and publication details.
- Product and Offer: current catalogue facts that match the visible product page.
- FAQPage: the actual questions and answers visible on that page; do not invent content for the markup.
Validate the facts first
Do not invent reviews, ratings, founding dates, credentials or prices to complete fields. Check existing theme and plugin markup before adding another block.
Validate the implementation
- Use https://validator.schema.org to inspect schema vocabulary and structure.
- Use https://search.google.com/test/rich-results for currently supported Google search features.
- Check the rendered page and original HTML as appropriate for your delivery route.
Review the proposed change, confirm its facts and check delivery support for your website. After authorising an eligible fix, inspect the delivery record and the separate live-page check. Use your CMS or developer for work the connection cannot deliver.
A useful completion check
The markup represents the real page, validation has no unresolved relevant errors, and the live verification evidence corresponds to the intended URL. Search and AI services still decide whether and how to use that information.
