Schema Markup
Schema markup is structured data that tells search engines what a page's content means rather than leaving them to infer it. Implemented in JSON-LD, it enables rich results (star ratings, prices, stock status, FAQ dropdowns) and helps AI engines attribute information to the right entity.
Prices shown are starting points. The final cost depends on the size and scope of your project, and we confirm it in writing before any work begins.
Most sites already have some schema, usually injected by a plugin, and most of it is incomplete. Incomplete schema validates with warnings, and warnings are usually enough to suppress the rich result entirely. Present is not the same as working.
We implement schema by hand in JSON-LD, matched to what each page type actually is, validate against Google's Rich Results test, and check it renders in the prerendered HTML rather than being injected after page load where some crawlers will never see it.
What's included
- Schema audit of existing markup and its errors
- Organization and LocalBusiness markup
- Product schema with offers, availability, brand and GTIN
- FAQPage, HowTo and Article markup where appropriate
- BreadcrumbList across the site
- Review and AggregateRating where genuinely earned
- Validation against Rich Results and Schema.org
- Verification that markup appears in server-rendered HTML
Questions people actually ask
Does schema markup improve rankings?
Not directly: it is not a ranking factor. It improves how your result looks, which lifts click-through rate, and that gets you more traffic from the same position. It also helps AI engines understand and attribute your content correctly.
My plugin already adds schema. Why would I need this?
Plugin schema is generic by design and usually incomplete: missing GTIN on products, missing geo on local business, or describing the page type wrongly. Run your pages through Google's Rich Results test; if you see warnings, the rich result is probably being suppressed.
Can I add FAQ schema to any page?
Only where the questions and answers are genuinely visible on the page. Marking up FAQs that users cannot see is a guidelines violation. Note also that Google reduced FAQ rich results for most sites in 2023: it is still worth having for AI engines and general clarity, but do not expect the dropdowns.
What is the difference between JSON-LD and microdata?
Both work; JSON-LD is Google's stated preference and is far easier to maintain because it sits in one script block rather than being woven through your HTML attributes. New implementations should use JSON-LD.