What is Schema.org structured data?

Schema.org is a shared vocabulary of types and properties that describe page content to machines. Embedded as JSON-LD, it lets search engines understand entities like products, articles and events, which can unlock rich results — enhanced listings with extra detail in search.

Why is JSON-LD the recommended format?

Google recommends JSON-LD because it lives in a single script block separate from your markup, so it is easy to generate, validate and keep in sync without touching visible HTML. Microdata and RDFa are also supported but interleave attributes into the page, which is harder to maintain.

What does required versus recommended mean?

Required properties must be present for the page to be eligible for the corresponding rich result; omitting one disqualifies it. Recommended properties are not mandatory but improve the appearance and the chance the rich result is shown, so include as many accurate ones as you can.

Can a page have more than one type?

Yes. A page commonly combines several types — for example an Article plus a BreadcrumbList plus an Organization. Provide them as separate JSON-LD objects or as a @graph array. Only mark up content that is actually visible on the page to stay within the guidelines.

How do I test structured data?

Use Google's Rich Results Test and the Schema.org validator to check that your JSON-LD parses, contains the required properties for the target type, and is eligible for the rich result. Search Console's Enhancements reports then track live coverage and errors over time.

Schema.org Structured Data Types

Structured data for rich results

Schema.org types describe your content to search engines as structured entities. Embedded as JSON-LD, they make pages eligible for rich results — star ratings on products, expandable FAQ answers, breadcrumb trails, recipe cards. This reference lists the most useful types with their required and recommended properties and the rich result each can unlock.

How it works

Add a JSON-LD block; the @context is always https://schema.org and @type names the entity:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Gera Widget",
  "image": "https://site/widget.png",
  "offers": {
    "@type": "Offer",
    "price": "19.99",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  }
}

Place it in a <script type="application/ld+json"> tag. Required properties gate eligibility; recommended ones improve how the result looks. Multiple types can coexist via separate blocks or a @graph array.

The most useful types and what they unlock

Type	Rich result	Key required properties
`Product`	Star ratings, price, availability	`name`, `image`, `offers`
`FAQPage`	Expandable Q&A in search	At least one `mainEntity` Question + acceptedAnswer
`Article` / `NewsArticle`	Article rich card	`headline`, `image`, `datePublished`, `author`
`BreadcrumbList`	Breadcrumb trail in URL	`itemListElement` with `@type: ListItem` positions
`Recipe`	Recipe card (time, rating)	`name`, `image`, `recipeIngredient`, `recipeInstructions`
`LocalBusiness`	Map panel info	`name`, `address`, `telephone`
`HowTo`	Step-by-step in search	`name`, at least one `step`
`Event`	Event cards with date/location	`name`, `startDate`, `location`

When to use each type

Use FAQPage when a page genuinely answers distinct questions — Google shows the questions collapsed in the result and expands on click, adding real estate without users leaving search. Use Product on any page where there is a buyable item; the star rating and price line below the title dramatically improves click-through. Use BreadcrumbList on almost every page; it replaces the raw URL in the snippet with a clean path and helps users understand site structure at a glance.

LocalBusiness belongs on contact and location pages: it feeds the knowledge panel showing hours, phone, and map. HowTo is worth adding to any instructional content with numbered steps — Google sometimes shows the steps directly in the result, especially on mobile. Event feeds event-specific result cards and is worth adding even for webinars or virtual events.

Common mistakes

Marking up hidden content. Every property you assert must match something visible on the page. Schema on content that only lives in the JSON-LD block is a guidelines violation and can result in a manual action against the entire site.

Missing the image property. Many rich result types require an absolute image URL, and Google often skips the rich result entirely rather than show a text-only version. Provide image for Product, Article, Recipe, and Event even when it is listed as recommended rather than required.

Orphan Offer without a price. A Product with an Offer lacking a price and priceCurrency passes schema validation but rarely earns the star-and-price rich result.

Tips and notes

Only mark up content visible on the page — invisible or contradictory markup violates the guidelines and can cause a manual action.
Match types to intent: FAQPage for genuine Q&A, Product for a buyable item, Article/NewsArticle for editorial pages.
Provide image as an absolute URL; many rich results require it.
Use @graph to express relationships (Organization → WebSite → WebPage) cleanly.
Validate with the Rich Results Test before shipping, then watch Search Console Enhancements for live errors.
Refresh structured data when prices, dates, or availability change — stale schema is worse than none.