Structured Data & Schema Markup Guide
Structured data helps search engines understand your content and can earn you rich results — star ratings, FAQs, breadcrumbs, and more directly in search.
1. What is structured data?
Structured data is a standardized format (using the Schema.org vocabulary) that provides explicit information about a page's content. It tells search engines "this is an article, written by this author, published on this date" rather than leaving them to guess.
2. Why structured data matters for SEO
- Rich results: Star ratings, FAQs, how-to steps, and product info shown directly in SERPs
- Higher CTR: Rich results take up more space and attract more clicks
- Voice search: Structured data helps assistants surface your content
- Knowledge Graph: Organization and person schemas feed Google's Knowledge Graph
3. JSON-LD basics
Google recommends JSON-LD (JavaScript Object Notation for Linked Data) over Microdata or RDFa. It is placed in a <script> tag and does not affect your HTML structure.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "WebPage",
"name": "Page Title",
"description": "Page description"
}
</script>dangerouslySetInnerHTML to inject JSON-LD. Place it in your page component, not in the layout.Dr Urls validates your structured data during every audit. Check yours free.
Check your site4. Article schema
Use Article schema for blog posts, news articles, and guide pages.
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Your Article Title",
"description": "Brief description of the article.",
"author": {
"@type": "Person",
"name": "Author Name"
},
"publisher": {
"@type": "Organization",
"name": "Brand Name",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"datePublished": "2026-01-15",
"dateModified": "2026-03-10",
"image": "https://example.com/article-image.jpg"
}5. FAQ schema
FAQ schema can expand your search result with collapsible question-answer pairs.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is structured data?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Structured data is a standardized format for providing information about a page."
}
}
]
}6. Product schema
For e-commerce pages, Product schema enables rich results with price, availability, and review ratings.
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Product Name",
"image": "https://example.com/product.jpg",
"offers": {
"@type": "Offer",
"price": "29.99",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "142"
}
}Want to see how your site stacks up? Run a free audit now.
Check your site7. BreadcrumbList schema
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{ "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com" },
{ "@type": "ListItem", "position": 2, "name": "Guides", "item": "https://example.com/guides" },
{ "@type": "ListItem", "position": 3, "name": "Schema Guide" }
]
}8. Organization schema
Place Organization schema on your homepage to define your brand in Google's Knowledge Graph.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Dr Urls",
"url": "https://drurls.com",
"logo": "https://drurls.com/DrURL.jpeg",
"sameAs": ["https://twitter.com/drurls"]
}9. Testing & validation
- Google Rich Results Test: Check if your page is eligible for rich results
- Schema Markup Validator: Validate syntax against Schema.org specs
- Google Search Console: Monitor structured data errors at scale
- Dr Urls: Automatically checks structured data during every audit
Related guides
Check your website now — free
Run a comprehensive audit across SEO, security, performance, and accessibility. No sign-up required.
Check your website