You've probably seen those fancy Google search results — the ones with star ratings, FAQ dropdowns, pricing, or event dates displayed right in the search listing. Those are called rich results, and they're powered by schema markup.
What is Schema Markup?
Schema markup (also called structured data) is code you add to your website that helps search engines understand your content. It uses a standardized vocabulary from Schema.org to describe things like businesses, products, articles, events, and more.
Why It Matters for SEO
- Rich results: Schema enables star ratings, FAQs, product prices, and other enhanced listings in Google
- Higher click-through rates: Rich results are more visually prominent and get 20-30% more clicks
- Voice search: Google uses structured data to answer voice queries
- Knowledge panels: Proper schema can trigger knowledge panels for your business
Common Schema Types for Local Businesses
- LocalBusiness: Your business name, address, phone, hours
- Product: Products you sell with pricing and availability
- FAQPage: Frequently asked questions that can appear as dropdowns in search
- Review / AggregateRating: Star ratings that display in search results
- Service: Services you offer with descriptions
How to Check Your Schema
Use Google's Rich Results Test to check if your site has valid structured data. If it doesn't — or if you're getting errors like the ones Google Search Console reports — you're leaving SEO value on the table.
Need help? Our Schema Markup Validator automatically checks your site weekly and alerts you to any issues before they hurt your rankings.