What is Schema.org structured data?

Schema.org is a shared vocabulary of types and properties that describe page content to machines. Embedded as JSON-LD, it lets search engines understand entities like products, articles and events, which can unlock rich results — enhanced listings with extra detail in search.

Why is JSON-LD the recommended format?

Google recommends JSON-LD because it lives in a single script block separate from your markup, so it is easy to generate, validate and keep in sync without touching visible HTML. Microdata and RDFa are also supported but interleave attributes into the page, which is harder to maintain.

What does required versus recommended mean?

Required properties must be present for the page to be eligible for the corresponding rich result; omitting one disqualifies it. Recommended properties are not mandatory but improve the appearance and the chance the rich result is shown, so include as many accurate ones as you can.

Can a page have more than one type?

Yes. A page commonly combines several types — for example an Article plus a BreadcrumbList plus an Organization. Provide them as separate JSON-LD objects or as a @graph array. Only mark up content that is actually visible on the page to stay within the guidelines.

How do I test structured data?

Use Google's Rich Results Test and the Schema.org validator to check that your JSON-LD parses, contains the required properties for the target type, and is eligible for the rich result. Search Console's Enhancements reports then track live coverage and errors over time.

Schema.org Structured Data Types

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Structured data for rich results

Schema.org types describe your content to search engines as structured entities. Embedded as JSON-LD, they make pages eligible for rich results — star ratings on products, expandable FAQ answers, breadcrumb trails, recipe cards. This reference lists the most useful types with their required and recommended properties and the rich result each can unlock.

How it works

Add a JSON-LD block; the @context is always https://schema.org and @type names the entity:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Gera Widget",
  "image": "https://site/widget.png",
  "offers": {
    "@type": "Offer",
    "price": "19.99",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  }
}

Place it in a <script type="application/ld+json"> tag. Required properties gate eligibility; recommended ones improve how the result looks. Multiple types can coexist via separate blocks or a @graph array.

Tips and notes

Only mark up content visible on the page — invisible or contradictory markup violates the guidelines and can cause a manual action.
Match types to intent: FAQPage for genuine Q&A, Product for a buyable item, Article/NewsArticle for editorial pages.
Provide image as an absolute URL; many rich results require it.
Use @graph to express relationships (Organization → WebSite → WebPage) cleanly.
Validate with the Rich Results Test before shipping, then watch Search Console Enhancements for live errors.