Guide
Schema markup for answer engines
Schema markup is a set of labels in your page code that tells machines what the page is about. Here is where to start.
What it is
Schema.org markup, usually written as JSON-LD, states facts in a form machines can read: your company name, logo, website and the profiles that belong to you, or a product's name, description and price.
Start with your organization
Add Organization markup to your home page: your legal name, URL, logo and a sameAs list linking your official profiles. This helps engines understand that those pages describe one entity.
- Name and URL
- Logo
- sameAs links to official profiles
- Contact details you are happy to publish
Describe what you sell
Add Product or Service markup on the relevant pages, and keep it in line with what the page says. Markup that disagrees with the visible page causes problems.
Validate it
Use Google's Rich Results Test and the Schema.org validator to check your markup for errors. Re-check after site changes.
Keep it honest
Mark up only what is on the page. Markup is a label, not a way to claim things the page does not say.
Where to go next
If you would rather have this done for you, our audit tests hundreds of your buyers' questions across six engines and ends with a ranked plan.