Schema

Product schema describes a physical or digital product offered for sale. It's the backbone of e-commerce structured data and one of the most rewarding schema types to implement for these sites — Google's product rich results, merchant listings, and [...] Read more

Organization schema describes a company, agency, non-profit, school, or any formal group. It's one of the key schema types for establishing entity identity — it tells search engines what your business is, where to find authoritative information [...] Read more

Service schema describes a specific service offered by a business — plumbing repairs, SEO audits, house painting, legal consultations, etc. It's the structured-data counterpart to a service page on a website. Service schema is particularly valuable [...] Read more

Person schema describes an individual — typically an author, business owner, contributor, or public figure. It's a foundational entity type that's increasingly important for E-E-A-T signals (Experience, Expertise, Authoritativeness, and [...] Read more

ContactPage is used to identify a page with the primary purpose of providing contact information — phone numbers, addresses, contact forms, opening hours, or "get in touch" content. Pairing it with Organization (or LocalBusiness) and ContactPoint [...] Read more

sameAs is a property (not a schema type itself) that can be applied to many schema types, most commonly Organization, Person, LocalBusiness, or Place. It's one of the most underused but valuable pieces of structured data, because it directly [...] Read more

LocalBusiness is a subtype of Organization used to describe a business with a physical location that customers can visit (e.g., a mechanic's workshop), or a service-area business that operates within a defined region (e.g., a business that operates [...] Read more

HowTo schema marks up step-by-step instructional content, e.g., tutorials and step-by-step guides. Each step is structured with an order, text, optional images, and optional time/cost metadata. (For cooking-related content, use Recipe instead, which [...] Read more

Video schema describes a video hosted on or embedded in a webpage. It tells search engines what the video is about, how long it is, when it was published, and where to find a thumbnail. This includes videos hosted on your YouTube channel or other [...] Read more

Article schema marks up news articles, blog posts, investigative reports, and other editorial content. It's one of the primary schema types for any publisher or content-driven site, because it tells Google who wrote the content, when, and on whose [...] Read more

The areaServed schema.org property declares the geographic area where a business provides a service or offers an item. It's a simple but useful piece of structured data for any business that serves customers across a region rather than only at a [...] Read more

The Offer schema describes a specific commercial offer to sell something — a price, currency, availability status, and the conditions of purchase. It is typically nested inside another schema type, most commonly Product or Service. Offer provides [...] Read more

SearchAction declares that a website has its own internal search functionality and describes how to invoke it. Historically, it was paired with WebSite schema as the potentialAction to enable Google's Sitelinks Search Box — the search field that [...] Read more

CollectionPage is a subtype of WebPage used to mark up a page that presents a curated set of items — category pages, archives, listing pages, and similar collection views. It tells search engines: "this page isn't a single content item, it's a hub [...] Read more

The Event schema type describes a scheduled occurrence — a concert, conference, webinar, sporting match, festival, or any other thing that happens at a particular time and place (physical or virtual). It's one of the schema types most likely to [...] Read more

FAQPage schema marks up a page containing a list of frequently asked questions, each paired with a single, definitive answer. It's used to identify Q&A content for search engines. Notes regarding Google In August 2023, Google significantly [...] Read more

Breadcrumb schema (BreadcrumbList) defines the navigational hierarchy of a page — the trail showing where it sits within the site structure (e.g. Home › Services › SEO Audits). It helps search engines understand site architecture and replaces the [...] Read more

Structured data is information added to a webpage in a standardised, machine-readable format so search engines, LLMs, and other AI systems can understand what the page is about — not just the words on it, but what those words mean. "Schema" is the [...] Read more

WebPage is the foundational schema.org type used to describe an individual page on a website. It tells search engines what kind of page it is and provides structured metadata about its content, authorship, and context within the site. When to use it [...] Read more

termsOfService is a property that links from a schema entity (typically Organization or LocalBusiness) to a URL containing the formal terms governing use of the entity's service or product. It's a small, easy-to-add property that contributes to [...] Read more