What is schema markup?

What is schema markup?

Schema markup is code added to a web page that labels what the page is about in a standard vocabulary. Google calls it structured data: "a standardized format for providing information about a page and classifying the page content." The vocabulary most sites use comes from schema.org, which defines types such as LocalBusiness and properties such as address and telephone.

Visitors don't see it. Search engines read it alongside the visible page. Google says it "works hard to understand the content of a page," and that structured data provides "explicit clues about the meaning of a page."

What does schema markup look like?

Google recommends JSON-LD, a block of code placed in the page's HTML. A simplified example for a moving company:

{
  "@context": "https://schema.org",
  "@type": "MovingCompany",
  "name": "Example Moving Co.",
  "url": "https://www.example.com/",
  "telephone": "+1-555-555-0100",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "100 Main St",
    "addressLocality": "Columbus",
    "addressRegion": "OH",
    "postalCode": "43215",
    "addressCountry": "US"
  }
}

Google supports three formats, JSON-LD, Microdata, and RDFa, and says "all 3 formats are equally fine for Google, as long as the markup is valid." It recommends JSON-LD in most cases because it's the easiest to implement and maintain.

Which schema types apply to a moving company?

Schema.org has a specific type for movers. It defines MovingCompany as a type under Organization > LocalBusiness > HomeAndConstructionBusiness, and Google's local business guidance says to "use the most specific LocalBusiness sub-type possible." A moving company's markup can therefore use MovingCompany with properties such as name, address, telephone, and url.

A business with several locations describes each one separately. Google says to "define each local business location as a LocalBusiness type."

What can schema markup do in Google Search?

It can make a page eligible for rich results, the enhanced listings Google shows for some content types. Google is clear about the limits:

• No guarantee. Google "does not guarantee that your structured data will show up in search results," even when it's valid.
• Some rich results are gone. In 2023 Google limited FAQ rich results to "well-known, authoritative government and health websites" and reduced How-To results. Its documentation changelog says FAQ rich results stopped appearing in Google Search starting May 7, 2026, and the feature's documentation was removed.
• No special markup for AI features. Google says there's "no special schema.org structured data that you need to add" to appear in AI Overviews or AI Mode. See what is answer engine optimization.

Structured data still helps Google understand a page. It just isn't a shortcut to special placement.

What are the rules for using schema markup?

Google's general guidelines include:

• Match the visible page. "Don't mark up content that is not visible to readers of the page."
• Don't mislead. "Don't mark up irrelevant or misleading content, such as fake reviews."
• Include required properties. "Items that are missing required properties are not eligible for rich results."

Breaking the guidelines can lead to a manual action. Google says a structured data manual action "means that a page loses eligibility for appearance as a rich result; it doesn't affect how the page ranks in Google web search." The business details in the markup should also match the Google Business Profile and other listings; see what are local citations.

How do you check a site's schema markup?

Use Google's Rich Results Test. Enter a page URL or code, and it shows the structured data Google finds, any errors, and which rich results the page may be eligible for. Check key pages after any website change, because templates and redesigns can drop or break markup without changing how the page looks. See how to redesign a website without losing rankings.