All Guides

SEO + Discoverability

Schema Markup

By TC Timebomb, Moonvine

Add structured data so Google can show rich results for your pages.

What this covers: Checking existing schema, adding LocalBusiness, Product, FAQ, and Article schema via WordPress plugins (Yoast, RankMath) or manual JSON-LD implementation, and validating with Google’s Rich Results Test.

Who it’s for: Site owners who want their search listings to display rich results like star ratings, FAQ accordions, business hours, and product prices.

Key outcome: You’ll have valid schema markup on your key pages that passes Google’s Rich Results Test, making your listings eligible for enhanced search result displays.

Time to read: 5 minutes

Part of: SEO & Discoverability series

Jump to Quick Questions ↓

Schema markup is code that tells search engines exactly what your content is—a product, a recipe, an FAQ, a local business. When Google understands this, it can show rich results: star ratings, prices, FAQ accordions, and more.

This guide covers: What schema to add, the easy plugin method, and manual implementation for custom needs.

Do You Already Have Schema?

Check first:

Go to Google’s Rich Results Test
Enter your URL
See what structured data Google already detects

Many WordPress themes and plugins add basic schema automatically. You might already have it.

The Plugin Method (WordPress)

If you’re on WordPress, you can add schema without touching code. Your SEO plugin probably handles the basics already — the question is whether it covers the specific schema types you need.

Option 1: Yoast SEO or RankMath

Both SEO plugins add schema automatically based on your content settings:

Yoast: Search Appearance → Content Types → Set schema type for each post type
RankMath: Titles & Meta → Set default schema per post type

These handle Organization, WebSite, Article, and basic page schema without any code.

Option 2: Dedicated Schema Plugin

For more control, use Schema plugin or Schema & Structured Data for WP:

Install and activate
Set your Organization/Business info in settings
Enable auto-generation for post types
Add custom schema per-post when needed

Most Useful Schema Types

LocalBusiness (For Local Businesses)

Shows your business info (name, address, hours, reviews) in search results and Google Maps.

Plugin method: RankMath or Yoast Local SEO handle this automatically.

Product (For E-Commerce)

Shows price, availability, and reviews directly in search results.

Plugin method: WooCommerce + Yoast automatically adds Product schema.

FAQ (For FAQ Pages)

Shows expandable Q&A directly in search results—takes up more space and gets more clicks.

Plugin method: RankMath has a built-in FAQ block. Yoast has FAQ blocks too.

Article (For Blog Posts)

Helps Google understand your content and potentially show in Top Stories.

Plugin method: Most SEO plugins add this automatically to posts.

Manual Implementation (For Developers)

Plugins can’t handle every schema type. If you need Product markup on a custom e-commerce setup, or Event schema for a booking system, write JSON-LD by hand. It’s easier than it looks.

Where it goes: In the <head> section of your page, or just before </body>.

LocalBusiness Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "City",
    "addressRegion": "State",
    "postalCode": "12345"
  },
  "telephone": "+1-555-555-5555",
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
    "opens": "09:00",
    "closes": "17:00"
  }
}
</script>

FAQ Example

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "What is your return policy?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "We accept returns within 30 days of purchase."
    }
  }]
}
</script>

Testing Your Schema

Schema with syntax errors won’t generate rich results. Test every page after adding or changing markup.

Rich Results Test – See if Google can read your schema and if rich results are eligible
Schema.org Validator – Check for syntax errors

Fix any errors shown, then wait for Google to recrawl your pages.

Sources

Schema Markup Questions Answered

Does schema markup improve Google rankings?

Schema markup is not a direct ranking factor, but it enables rich results (star ratings, FAQs, breadcrumbs, event details) that significantly increase click-through rates. Pages with rich results see an average CTR increase of 20-30% compared to standard blue links.

What are the most valuable schema types for websites?

The highest-impact schema types are Organization (brand knowledge panel), LocalBusiness (local pack features), Article (news carousels), Product (price and availability in search), FAQ (expandable Q&A in results), and BreadcrumbList (navigation path in search snippets).

Should you use JSON-LD or Microdata for schema markup?

Use JSON-LD. Google explicitly recommends JSON-LD because it’s easier to implement, maintain, and debug. JSON-LD is added as a script block in the page head or body and doesn’t require modifying your HTML structure, unlike Microdata which mixes schema attributes into your markup.

How do you test schema markup?

Use Google’s Rich Results Test (search.google.com/test/rich-results) to validate that your markup qualifies for rich results, and Schema.org’s Markup Validator (validator.schema.org) for syntax correctness. Test after every schema change and before deploying to production.

✓ Validating Your Schema in Rich Results Test

Rich Results Test shows valid schema on your key pages
No errors in validation
You see “Eligible for rich results” for the schema types you added

Note: Eligibility doesn’t guarantee rich results. Google decides when to show them based on many factors.