Schema Markup for Beginners: How to Add Structured Data for Rich Results

Schema markup (also called structured data) is a small piece of code that tells search engines exactly what a page is about: this is a product with this price, this is a local business open at these hours, this is an article written by this person on this date.

Done well, it can make your listing stand out with rich results such as star ratings, prices, breadcrumbs or event dates. Done badly, it’s wasted effort or, worse, a manual action. In this guide I’ll explain what’s worth doing in 2026, how to add it and how to check it.

If you’re new to SEO, read my beginner’s guide to how SEO works first.

What schema markup actually does

Search engines are good at reading text, but they still have to guess what things mean. Structured data removes the guesswork by labelling information using the shared vocabulary at Schema.org.

It helps in three ways:

1. Eligibility for rich results. Many Google search features only appear when a page has the right markup.
2. Clearer understanding. Labelling your organisation, authors, products and locations helps search engines connect your content to real-world entities.
3. Machine-readable facts for other systems. Other search engines and apps also read Schema.org data.

What it doesn’t do: structured data is not a direct ranking factor, and correct markup doesn’t guarantee a rich result. Google says it decides whether to show one based on many factors.

Which schema types are worth adding in 2026

Google has been trimming the list of supported rich results. In August 2023 it limited FAQ rich results to well-known, authoritative government and health sites and began phasing out HowTo rich results. In June 2025 it announced it was phasing out several rarely used types, including Book Actions, Course Info, Claim Review, Estimated Salary, Learning Video, Special Announcement and Vehicle Listing.

So focus on the types that match your business and are still supported:

Always check Google’s Search Gallery for the current list before you invest time.

JSON-LD, Microdata or RDFa?

Google supports all three formats but recommends JSON-LD. It’s a block of script you place in the page’s HTML, separate from the visible content, so it’s easier to add and maintain.

Here’s a simple example for a local business:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Bakery",
  "url": "https://www.example.com/",
  "telephone": "+91-00000-00000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Park Street",
    "addressLocality": "Kolkata",
    "postalCode": "700016",
    "addressCountry": "IN"
  },
  "openingHours": "Mo-Sa 08:00-20:00"
}
</script>

And a basic article:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Schema Markup for Beginners",
  "author": {"@type": "Person", "name": "Your Name"},
  "datePublished": "2026-10-31",
  "image": "https://www.example.com/images/schema-guide.png"
}
</script>

How to add schema markup in WordPress

You rarely need to write code by hand on WordPress:

• SEO plugins. Yoast SEO, Rank Math, and similar plugins automatically output a connected schema “graph” for your organisation, website, pages, articles, and breadcrumbs. Fill in your site representation settings (organisation name and logo, or person) so it’s accurate. My WordPress SEO guide covers the setup.
• Ecommerce plugins. WooCommerce and most store platforms add Product markup. Check that price, currency, and availability are correct. See my ecommerce SEO guide for more.
• Specialist plugins or blocks for recipes, events, or job listings.
• Custom JSON-LD. For anything else, add a JSON-LD block through your theme, a code snippets plugin, or Google Tag Manager (Google can read markup injected with JavaScript, though adding it in the HTML is more reliable).

Avoid running two plugins that both output the same schema. Duplicate or conflicting markup confuses search engines.

Google’s rules: don’t get a manual action

Google’s structured data guidelines are simple but strict:

• Mark up only what users can see. If your markup says the product has 4.8 stars from 120 reviews, those reviews must be on the page.
• Be accurate and relevant. Don’t label a blog post as a recipe or a service page as an event to grab a rich result.
• No fake or self-serving reviews. Review markup for your own business on your own site isn’t eligible for star snippets.
• Keep it up to date. Prices, availability, and event dates must match the page.

Spammy structured data can lead to a manual action that removes your rich result eligibility. Check the Manual actions report in Google Search Console if rich results suddenly disappear.

How to test and monitor your schema

1. Rich Results Test (search.google.com/test/rich-results): shows which Google rich results a page is eligible for and any errors.
2. Schema Markup Validator (validator.schema.org): checks general Schema.org validity, including types Google doesn’t use for rich results.
3. Search Console enhancement reports: after Google crawls your pages, you’ll see reports such as Breadcrumbs, Products, or Videos with valid items, warnings, and errors.
4. URL Inspection: confirms Google can crawl the page and see the markup.

Fix errors first (they block eligibility). Warnings are optional fields; adding them can improve your chances but isn’t required.

Does schema help with AI search?

There’s no official statement that structured data is required for AI Overviews or chatbots. But clear, accurate entity information (who you are, what you sell, where you’re based) supports how search systems understand you. I cover this in more detail in my guide to SEO for AI search.

Frequently asked questions

Related guides on WebTechHelp

• Technical SEO audit checklist
• On-page SEO checklist
• WordPress SEO guide
• Ecommerce SEO guide
• Local SEO guide

Sources

• Google Search Central: General structured data guidelines
• Google Search Central: Search Gallery of structured data features
• Google Search Central Blog: Simplifying the search results page (June 2025)
• Google Search Central Blog: Changes to HowTo and FAQ rich results (August 2023)
• PPC Land: Google deprecates seven structured data types
• Schema.org