What is schema markup?
Schema markup (structured data) is a machine-readable description of a page using the shared vocabulary at schema.org. It tells search engines facts directly: this is a product costing £20, this is a local business open until 5pm, this article was written by this person on this date.
Google uses it to produce rich results such as star ratings, prices, breadcrumbs and event dates, and to understand who is behind a website. Google recommends the JSON-LD format, a <script> block in the page, over the older Microdata and RDFa formats.
Which schema types to add
- Organization or LocalBusiness on your homepage, with name, logo, address and phone.
- WebSite on your homepage, which helps Google show your preferred site name.
- BreadcrumbList on inner pages.
- Product with Offer on product pages.
- Article or BlogPosting on posts, with author and datePublished.
- Event, Recipe, JobPosting or Course where they apply.
What this checker does not do
This checker finds your markup, catches invalid JSON and flags common missing properties. Rich result eligibility depends on Google's own rules, which change over time, so confirm important pages with Google's free Rich Results Test before relying on a particular rich result.