Frequently asked questions
What is schema markup?
It is code that describes a page in a vocabulary search engines understand, from schema.org: this is an article, this is a product with this price, these are questions and answers. Google uses it for rich results.
Which schema format should I use?
Google recommends JSON-LD: a script block in the page that doesn't change your visible HTML. Microdata and RDFa also work.
Does schema improve rankings?
Not directly. It can earn rich results such as review stars, FAQs or breadcrumbs, which make a listing stand out and can raise clicks.
Why isn't my schema showing in Google?
Valid markup makes a page eligible, not guaranteed. Google also checks that the markup matches what's visible on the page and that the type is one it currently shows rich results for.