Schema Markup & Rich Results
Schema Markup is a type of data structuring that helps search engines better understand the content of web pages. Using Schema.org, we can explicitly tell Google what each element on our page represents - products, reviews, frequently asked questions, and more.
What is Schema.org and why it matters
Schema.org is a standardized vocabulary for semantic data markup. Its implementation allows:
- Search engines to display rich results or enhanced results (e.g., review stars, prices, breadcrumbs)
- Improved CTR by showing additional information directly in the SERP
- Clarity for Google about the type of content (product, article, guide, FAQ, etc.)
Types of Schema Markup
There are several popular types of Schema, each with a specific purpose:
- FAQ - frequently asked questions and answers, ideal for articles and guides
- HowTo - step-by-step instructions for guides and tutorials
- Review - product or service ratings, displayed with stars
- Product - product details: price, availability, brand
- Breadcrumbs - page navigation path, displayed in the SERP for orientation
JSON-LD Implementation
The most recommended implementation method is JSON-LD (JavaScript Object Notation for Linked
Data). This is added in the <head> or at the end of the <body> and is easy
for Google to read.
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Nike Air Max 2025",
"image": "https://www.SneakerStore.com/images/nike-air-max.jpg",
"description": "Men's sneakers, comfortable and original.",
"brand": "Nike",
"offers": {
"@type": "Offer",
"url": "https://www.SneakerStore.com/sneakers/nike-air-max",
"priceCurrency": "USD",
"price": "299",
"availability": "https://schema.org/InStock"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "25"
}
}Testing with Google Rich Results Test
After implementing Schema, it is essential to test whether it is correct and recognized by Google:
- Access Google Rich Results Test
- Enter the page URL or the source code with JSON-LD
- Check if the desired type of rich result (product, FAQ, review) is detected
- Resolve any errors or warnings indicated
- Always use real and consistent data with the page
- Avoid misleading data - Google may penalize
- Update Schema when prices or stock change
Practical exercise: Create a JSON-LD Schema for a product from SneakerStore.com, including price, stock, and rating. Test it with Google Rich Results Test and note any errors.
Types of Schema Markup - summary table
This table helps quickly understand the purpose of each Schema type and how it can be applied on your site.
| Schema Type | Purpose | Example on SneakerStore.com |
|---|---|---|
| FAQ | Frequently asked questions displayed directly in the SERP | Questions about sizes: “How do I choose the right size for sports shoes?” |
| HowTo | Step-by-step guide for completing an activity | “How to clean your sports shoes at home - step-by-step guide” |
| Review | Displays product ratings and reviews | “Nike Air Max - 4.8/5 stars from 25 reviews” |
| Product | Provides product information: price, stock, brand | “Nike Air Max 2025 - 299 USD - In stock - Brand: Nike” |
| Breadcrumbs | Displays the site's navigation structure in the SERP | “Home > Sports Shoes > Men > Nike Air Max” |
Practical exercise: Choose 2 Schema types (e.g., FAQ and Product) and create JSON-LD code for a product from SneakerStore.com. Test it with Google Rich Results Test and note the results.