Schema Markup Guide: Structured Data for SEO
Schema markup (structured data) helps search engines understand your content and can unlock rich results — FAQ dropdowns, star ratings, event listings — that dramatically increase click-through rates.
Founder & Lead Developer at Metorox Software LLC — 10+ years of full-stack development experience building custom software, WordPress plugins, SaaS platforms, and digital marketing solutions for small businesses. Learn more about Ryan →
Schema markup is code you add to your website that helps search engines understand what your content means — not just what it says. When Google understands your content better, it can display it in richer, more engaging formats in search results.
Why Schema Markup Matters
- • FAQ schema can increase click-through rate by 20–30%
- • Product schema with ratings stands out in search results
- • LocalBusiness schema improves local pack visibility
- • Article schema shows author and date in search results
- • HowTo schema creates step-by-step rich results
Schema Types for Small Businesses
Organization
Use on: Every business website
Rich result: Knowledge panel in search results
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Metorox Software LLC",
"url": "https://metorox.com",
"telephone": "+1-801-890-5036",
"address": {
"@type": "PostalAddress",
"addressLocality": "Draper",
"addressRegion": "UT"
}
}FAQPage
Use on: Pages with Q&A content
Rich result: FAQ dropdown in search results (increases CTR by 20–30%)
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "How much does custom software cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Custom software starts at $2,850..."
}
}]
}Article / BlogPosting
Use on: Blog posts and articles
Rich result: Article rich result with author, date, and image
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "Keyword Research Guide",
"author": {
"@type": "Person",
"name": "Ryan Pullman"
},
"datePublished": "2026-07-05"
}LocalBusiness
Use on: Local service businesses
Rich result: Local pack appearance with hours, address, and ratings
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Metorox Software",
"address": {
"@type": "PostalAddress",
"addressLocality": "Draper",
"addressRegion": "UT"
},
"openingHours": "Mo-Fr 09:00-18:00"
}Product / SoftwareApplication
Use on: Product and software pages
Rich result: Star ratings, price, and availability in search results
{
"@context": "https://schema.org",
"@type": "SoftwareApplication",
"name": "CurtainCall Ticketing",
"offers": {
"@type": "Offer",
"price": "39",
"priceCurrency": "USD"
}
}HowTo
Use on: Step-by-step guide pages
Rich result: Step-by-step rich result in search (great for tutorials)
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Set Up CurtainCall",
"step": [{
"@type": "HowToStep",
"name": "Create Your Account",
"text": "Sign up at curtaincall.metorox.com"
}]
}How to Implement Schema Markup
Choose JSON-LD format
Google recommends JSON-LD (JavaScript Object Notation for Linked Data). Add it in a <script type='application/ld+json'> tag in your page's <head> or <body>.
Generate the schema code
Use Google's Structured Data Markup Helper or Schema.org's documentation to generate the correct JSON-LD code for your schema type.
Add to your page
In WordPress, use a plugin like Yoast SEO (handles basic schema automatically) or add custom JSON-LD via a plugin or theme functions.php.
Test with Google's Rich Results Test
Visit search.google.com/test/rich-results and enter your URL. Google will show which rich results your schema qualifies for and flag any errors.
Monitor in Search Console
Google Search Console → Enhancements shows which schema types are detected and any errors or warnings to fix.
Check Your Schema Markup
Our free SEO audit tool checks for schema markup and GEO/AI readiness on your site.
Free SEO Audit