Schema markup is code you add to your website that helps search engines understand what your content actually means — not just what it says. It’s one of the most underused SEO techniques, and implementing it correctly can dramatically improve how your site appears in search results.
What Schema Does
When Google crawls your website, it reads text — but it doesn’t always understand context. Schema markup tells Google explicitly: “This is a business. This is our phone number. These are our opening hours. This page is a product. This is its price and availability.”
This structured data enables rich results in Google — star ratings, pricing, FAQs, breadcrumbs, and more. These enhanced listings get significantly higher click-through rates than standard blue links.
Types of Schema That Matter Most
- Organization: Your business name, logo, contact info, and social profiles.
- LocalBusiness: Address, opening hours, service area — critical for local SEO.
- Product: Price, availability, reviews — triggers shopping-style search results.
- Article/BlogPosting: Helps your blog posts appear in Google’s Top Stories and news results.
- FAQ: Displays expandable Q&A directly in search results, taking up more SERP real estate.
- BreadcrumbList: Shows your site hierarchy in search results, improving navigation.
- Service: Describes what services you offer, useful for agencies and consultants.
How to Implement Schema
The recommended format is JSON-LD (JavaScript Object Notation for Linked Data). It’s a script block you add to your page’s HTML — it doesn’t affect the visible content and is Google’s preferred method.
You can test your schema using Google’s Rich Results Test to see exactly what Google reads from your markup.
Our Approach
Every website we build includes comprehensive schema markup as standard: Organisation, LocalBusiness, BreadcrumbList, and page-specific schemas for portfolio items, services, and blog posts. It’s built into our theme — not a plugin afterthought.
Want schema markup added to your existing site? Get in touch.