Schema.org
and structured data
Structured data tells search engines what your page contains and unlocks rich results: reviews, FAQs, products and business details. Here is what to mark up and how to validate it.
Six types worth knowing
The ones that bring real gains to a local business.
LocalBusiness
Name, address, phone, hours, service area and geo coordinates: the baseline for any business with local customers.
FAQPage
Mark up genuine questions present on the page to occupy more space in the results.
Product and Offer
Price, currency, availability and reviews for the product pages of an online shop.
BreadcrumbList
A breadcrumb clarifies your structure for search engines and improves how the URL is displayed.
Article and BlogPosting
Headline, author, published and modified dates for your editorial content.
Review and AggregateRating
Use only with genuinely collected reviews, otherwise you risk a manual penalty.
How to proceed
Six steps from markup to validation.
One primary type per page, consistent with the content actually displayed.
JSON-LD inside a script tag is the recommended format: readable, isolated from the HTML and easy to maintain.
Never mark up information absent from the page: that is the main cause of penalties.
Use the rich results test and the Schema.org validator on every template.
The enhancements report surfaces errors and warnings by type.
Keep prices, hours and availability current: stale data hurts more than it helps.
Frequently asked questions
Markup, plugins and rich results.
Does structured data improve rankings?
It is not a direct ranking factor, but it improves how the page is understood and lifts click-through rate through rich results.
Do I need a WordPress plugin?
An SEO plugin handles standard cases. For specific needs, a hand-written JSON-LD block in the template stays more reliable.
Can I mark up an invented FAQ?
No. The questions must be visible on the page. Misleading markup exposes you to manual action.
How long until rich results appear?
Often one to three weeks after recrawling. Display remains at the search engine’s discretion even with valid markup.
Does JSON-LD slow the site down?
No, its weight is negligible: a few kilobytes with no extra request.
Should every page be marked up?
Strategic pages are enough: home, services, products, contact and in-depth articles.
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