Technical SEO
Schema markup and JSON-LD: a practical guide
Choose the right schema type, keep it honest to the page, and validate JSON-LD so you can become eligible for rich results.
Schema describes the page you already have
Structured data does not invent rich results. It labels content Google can already see. Marking a product that is not on the page is a policy problem, not a growth hack.
JSON-LD is a script tag. You can place it in the head or the body. Keep fields in sync with visible text, prices, and dates.
Pick one primary type
Article for posts, Product for commerce, FAQPage only when the Q&A is visible, LocalBusiness for a real location, BreadcrumbList for hierarchy. You can combine types when they are all true.
Generate, paste, then test
Use the Schema Markup Generator, copy the script, deploy it, and run Google’s Rich Results Test on the live URL. Eligibility is not a guarantee the enhancement will show.
Frequently asked questions
Is microdata better than JSON-LD?
Google recommends JSON-LD. It is easier to maintain than attributes sprinkled through HTML.
Can FAQ schema still show in results?
Google has limited FAQ rich results. Valid markup is still useful for understanding and for other surfaces.
What if required fields are empty?
Fill them or pick a simpler type. Incomplete Product or Event markup is a common enhancement error.