Structured data and entities · Intermediate

Schema markup

Schema markup is structured data that uses the schema.org vocabulary, a shared set of types (Organization, Product, Article, Event…) and properties supported by Google, Bing and other search engines.

By Thryv StudioUpdated

Level
Intermediate
Maintained by
schema.org, a project started in 2011 by Google, Microsoft and Yahoo
Types
Hundreds, from Organization to Recipe

What is schema markup?

schema.org is a vocabulary launched in 2011 by the major search engines so websites could describe their content in one shared language. "Schema markup" means structured data written with it, usually in JSON-LD.

Most useful types for businesses

  • Organization or LocalBusiness on the home page.
  • Product and Offer for products.
  • Service for service pages.
  • Article for guides and blog posts.
  • FAQPage, BreadcrumbList, Event, VideoObject where they fit.

Frequently asked questions

Do I need a plugin?

No. You can write JSON-LD by hand or with a generator and paste it into the page's head. CMS plugins make it easier to maintain.

Browse the glossary

Chat on WhatsApp