What Is Schema Markup? How to Use It on Every Page Type and Industry

Last updated: 30 October 2026 · Based on Google's documentation, read on 30 October 2026

What schema markup is

A web page is written for people. Schema markup is a second layer written for machines. In a fixed vocabulary, it says things like "this page is about a dental clinic, here's its address and opening hours" or "this is a product, it costs this much and it's in stock".

The vocabulary comes from schema.org. The code that carries it is usually JSON-LD, a block of data inside a <script type="application/ld+json"> tag. Google supports three formats (JSON-LD, Microdata and RDFa) and says all three work if the markup is valid, but it recommends JSON-LD because it is the easiest to implement and maintain. It sits apart from the visible text, so you can edit it without touching the design.

Two things from Google's documentation to know before you add anything:

• Google's pages are the rulebook, not schema.org. Schema.org lists far more types and properties than Google actually uses. For Google Search, go by Google's Search Central documentation.
• Valid markup doesn't guarantee a rich result. Google decides per search whether to show one. Markup only makes the page eligible.

What Google supports today

Google's list of supported structured data features (the "search gallery") has 25 entries right now. I read it on 30 October 2026. These are the ones most small sites can use:

The rest of the list covers Carousel, Dataset, Discussion forum, Education Q&A, Employer aggregate rating, Image metadata, Math solver, Movie, Q&A, Speakable, Subscription and paywalled content, and Vacation rental.

Does schema help in AI search?

Google's page on AI features in Search says a page just needs to be indexed and eligible to show with a snippet, with no extra technical requirements, and that you don't need new machine-readable files, AI text files or markup. I re-read it on 30 October 2026 and it says there is "no special schema.org structured data that you need to add", while still listing "making sure your structured data matches the visible text on the page" among the SEO fundamentals. A Google changelog note also says an llms.txt file isn't needed for Google Search and won't help or hurt visibility.

Outside research is mixed, so read it carefully. A review of ten studies by the Search Institute found that cited pages more often carry structured data, but that's correlation. It also reports an Ahrefs test (May 2026) that added JSON-LD to 1,885 pages and compared them with 4,000 control pages: citations in AI Mode changed by 2.4%, which the review calls statistically indistinguishable from zero. It's one vendor's test, so take it as a caution, not a verdict.

My take: add schema because it makes your pages clearer and can earn real rich results (breadcrumbs, product details, business information). Don't add it as an "AI trick". For the bigger picture, see how to get your site linked in Google AI Mode.

Which schema for which page

Put the markup on the page it describes. Google says not to create empty pages just to hold markup. Here's a practical map.

Six examples you can adapt

1. Organization (home page)

Tells Google your official name, logo and profile links. Google lists no required properties here, only recommended ones. sameAs points to your real profiles elsewhere (LinkedIn, Facebook, X).

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Example Store",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/images/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/example-store",
    "https://www.facebook.com/examplestore"
  ]
}
</script>

2. LocalBusiness (location page)

Google requires an address and a name. Use the most specific subtype that fits (Dentist, Restaurant, Electrician and so on). If your business has several types, Google accepts an array. Opening hours must match what you show customers.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Sharma Dental Clinic",
  "image": [
    "https://www.example.com/photos/clinic-1x1.jpg",
    "https://www.example.com/photos/clinic-4x3.jpg",
    "https://www.example.com/photos/clinic-16x9.jpg"
  ],
  "url": "https://www.example.com/ghaziabad/",
  "telephone": "+91-1200000000",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Example Road",
    "addressLocality": "Ghaziabad",
    "addressRegion": "Uttar Pradesh",
    "postalCode": "201001",
    "addressCountry": "IN"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 28.66921,
    "longitude": 77.45375
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday"
      ],
      "opens": "10:00",
      "closes": "19:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "10:00",
      "closes": "14:00"
    }
  ]
}
</script>

3. Product with an Offer (product page)

For a page where shoppers can buy, Google's merchant listing rules require name, image and an offers object with a price above zero and a priceCurrency. Availability, condition, brand and identifiers (SKU, GTIN) are recommended. Keep price and stock in step with the page, or the data is wrong the moment you change either.

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Cotton Kurta, Blue",
  "image": [
    "https://www.example.com/photos/kurta-1x1.jpg",
    "https://www.example.com/photos/kurta-4x3.jpg",
    "https://www.example.com/photos/kurta-16x9.jpg"
  ],
  "description": "Regular-fit cotton kurta in blue, available in sizes S to XL.",
  "sku": "KURTA-BLU-M",
  "brand": {
    "@type": "Brand",
    "name": "Example Store"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/cotton-kurta-blue/",
    "priceCurrency": "INR",
    "price": 1499,
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  }
}
</script>

If you sell online, submit a Merchant Center feed as well. Google says using both structured data and a feed maximizes eligibility and helps it verify your data. Store-wide policies (returns, shipping) belong under your Organization markup, not repeated on every product.

4. Article (blog post)

Google lists no required properties for Article, only recommended ones. List every author shown on the page as its own author entry, and keep name to the name only (no job title, no "posted by"). Add a link to the author's page with url.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "How to Choose a Dentist in Ghaziabad",
  "image": [
    "https://www.example.com/photos/post-1x1.jpg",
    "https://www.example.com/photos/post-4x3.jpg",
    "https://www.example.com/photos/post-16x9.jpg"
  ],
  "datePublished": "2026-10-12T09:00:00+05:30",
  "dateModified": "2026-10-20T11:30:00+05:30",
  "author": [
    {
      "@type": "Person",
      "name": "Asha Sharma",
      "url": "https://www.example.com/author/asha-sharma/"
    }
  ],
  "publisher": {
    "@id": "https://www.example.com/#organization"
  }
}
</script>

5. BreadcrumbList (inner pages)

Breadcrumb markup needs at least two list items. Use the path a visitor would really take, not just the URL folders. You don't need an item for the home page or for the page itself.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Blog",
      "item": "https://www.example.com/blog/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Dental Care",
      "item": "https://www.example.com/blog/dental-care/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "How to Choose a Dentist in Ghaziabad"
    }
  ]
}
</script>

6. ProfilePage (author page)

Google says a profile page must be mainly about a single person or organization connected to the site, such as an author page. mainEntity and the person's name are required. If you don't have a real photo, leave image out: Google says not to use a default icon or placeholder.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfilePage",
  "dateModified": "2026-10-20T11:30:00+05:30",
  "mainEntity": {
    "@type": "Person",
    "name": "Asha Sharma",
    "description": "Dentist and writer at Sharma Dental Clinic.",
    "sameAs": [
      "https://www.linkedin.com/in/example-asha-sharma"
    ]
  }
}
</script>

I checked my own author page for this post. It outputs Person and ProfilePage markup, with sameAs links to LinkedIn and Facebook. That fits with the author guidance in Google's October content guidance edits.

By industry

How to add it in WordPress

If you use a CMS such as WordPress or Shopify, Google says a plugin or the CMS's own settings are often the easiest route. This is how I do it with Rank Math and Elementor:

How to test it

1. Rich Results Test. Paste a page URL or code. It shows which Google features the markup is eligible for and flags errors.
2. Schema Markup Validator at validator.schema.org. It checks syntax against schema.org without tying it to Google features.
3. URL Inspection in Search Console. Confirms what Google actually sees on the live page and whether the page is accessible.
4. Rich result status reports. After you deploy, watch these for new invalid items. Google says to check them after launching new templates, because a template change can silently break markup on many pages.

The Rich Results Test can pass markup that still breaks a quality guideline, like marking up content visitors can't see. Passing the tool isn't the same as being safe.

Mistakes that cost you

• Marking up content visitors can't see. Google's guideline is blunt: don't mark up information that isn't visible to the user, even if it's accurate.
• Marking up your own reviews as stars. See the callout above. It makes the page ineligible for review stars.
• Fake or paid-for reviews in markup. Reviews written for a benefit must be clearly disclosed, and Google says ratings must come directly from users.
• The wrong type for the page. Google's own examples of irrelevant markup include labelling woodworking instructions as recipes.
• Product markup on category pages. Product rich results support pages focused on one product or its variants, not "shoes in our shop".
• Stale data. A past priceValidUntil date can stop a product listing from showing, and Google won't show rich results for time-sensitive content that is no longer relevant.
• Blocking the page. Don't block structured data pages with robots.txt, noindex or logins. Google can't read what it can't reach.
• Setting and forgetting. A theme update can remove or break markup on every page.

A 30-minute schema check

This is my own checklist, not Google's. It fits alongside a full SEO audit.

FAQ

Sources

• Google Search Central: Introduction to structured data markup in Google Search
• Google Search Central: General structured data guidelines
• Google Search Central: Structured data markup that Google Search supports
• Google Search Central: Organization structured data
• Google Search Central: Local business structured data
• Google Search Central: Merchant listing (Product, Offer) structured data
• Google Search Central: Article structured data
• Google Search Central: Breadcrumb structured data
• Google Search Central: Profile page structured data
• Google Search Central: Review snippet structured data
• Google Search Central: Documentation updates (FAQ rich result removal)
• Google Search Central: AI features and your website
• Search Institute: What Makes a Website More Likely to Be Cited by Google AI Mode?
• Schema.org