What Is Schema Markup?
Schema markup (also called structured data) is code added to your web pages — typically as JSON-LD in a `<script>` tag — that helps search engines understand the meaning and context of your content. Schema uses a standardised vocabulary from Schema.org and tells Google not just what your page says, but what it means: is this a product, a recipe, an FAQ, a business, an article? Correct schema markup makes you eligible for rich results in Google Search — enhanced listings with star ratings, FAQ dropdowns, breadcrumbs, and more.
Most important schema types
Organization — identifies your brand, logo, social profiles, and contact info. WebSite — enables the sitelinks search box in Google results. BreadcrumbList — displays breadcrumb navigation in search results. Article / BlogPosting — marks up blog content with author, date, and headline. FAQPage — shows expandable FAQ dropdowns directly in Google results (high CTR impact). Product — enables price, availability, and rating display. LocalBusiness — essential for businesses with physical locations.
JSON-LD vs Microdata
JSON-LD (JavaScript Object Notation for Linked Data) is Google's recommended format — it's placed in a `<script type='application/ld+json'>` tag in the `<head>` and is completely separate from your visible HTML. Microdata embeds attributes directly into HTML elements. JSON-LD is far easier to maintain because it doesn't entangle with your markup — changing schema doesn't require touching your HTML structure.
Testing schema markup
Use Google's Rich Results Test (search.google.com/test/rich-results) to validate your schema and preview what rich results you're eligible for. Schema.org's validator checks for specification compliance. After deploying schema, it can take days to weeks for Google to recognise it and display rich results — monitor in Google Search Console under 'Enhancements'.
Schema Markup & Canvas Builder
Canvas Builder implements JSON-LD schema across all page types — template pages use BreadcrumbList, blog posts use BlogPosting and FAQPage, and the homepage uses Organization and WebSite schema.
Try Canvas Builder →