Schema Markup Guide
Schema markup is code that describes what a page is about so search engines can read it more reliably. It does not guarantee rich results or rankings. Here is what Google actually documents, which types are still worth adding, and how to do it on WordPress without breaking anything.
- Built from Google Search Central docs
- Includes a copy-ready JSON-LD example
- Honest about what no longer shows
What schema markup does, per Google
Google describes structured data as a standard way to label a page’s content, for example a recipe’s ingredients and cook time, so it can interpret the page more accurately. Marked-up pages may qualify for richer displays in results, which can make a listing more engaging.
Two limits matter. First, Google says valid markup makes a rich result possible, not certain: what appears depends on context such as location and device, and passing the Rich Results Test does not promise a display. Second, Google’s Article page says the markup helps it understand the page and can improve how titles, images and dates appear. It does not claim a ranking boost.
So I treat schema as a clarity and eligibility tool. It sits next to technical SEO, not above content quality.
JSON-LD is the one to use
Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD. It sits in a script tag apart from your visible text, handles nested data well and is easier to maintain.
Old data-vocabulary.org markup no longer qualifies for rich results.
The types I add, and what Google says about each
Start with a short list. Google also advises a few complete, accurate properties over many incomplete ones.
| Type | Use it for | What Google documents |
|---|---|---|
| Article / BlogPosting | Guides, posts, news | No required properties. Recommended: headline, image, datePublished, dateModified, author with name and url. |
| BreadcrumbList | Showing a page’s place in the site | Needs itemListElement with at least two entries, each with position and name. Base it on a typical user path. |
| Organization | Who you are | No required properties. Useful: name, url, logo (at least 112×112, crawlable), sameAs. Put it on the home page or an About page, not every page. |
| Product, Review, LocalBusiness | Shops, reviews, local firms | Feature-specific rules apply. Read the matching Google page before using them. |
| FAQPage | Question and answer sections | Rich result retired by Google in 2026. See the next section. |
The FAQ rich result is gone
Google’s FAQ page now says the FAQ rich result stopped appearing in Search from 7 May 2026, and the documentation for it was later removed. If a plugin or an old tutorial promised expandable FAQ snippets, that no longer applies.
I still keep FAQ markup on my own pages because it mirrors the questions visible on the page and costs nothing. I do not expect a visible result from it, and you should not add it for that reason. Questions and answers are worth writing for readers regardless.
Markup must match the page
- Mark up only what visitors can see.
- No hidden content, no fake reviews.
- Misleading markup can trigger a manual action that removes rich result eligibility.
How to add schema in WordPress
Check what you already output
Most SEO plugins, including Yoast, already print Article, Breadcrumb, Organization and WebSite data. View the page source and search for “application/ld+json” before adding anything.
Fill the plugin’s fields properly
Set the organization name, logo and social profiles in the plugin settings, and give each author a real profile. Google asks for the author’s name and a profile link.
Add custom markup only for gaps
If you need a type your plugin lacks, add one JSON-LD block to that page. Do not duplicate types the plugin already prints, because conflicting data confuses testing.
Test, deploy, monitor
Validate in the Rich Results Test, confirm Google found it with the URL Inspection tool, then watch the rich result status reports in Search Console for errors after templates change.
Need help with plugin setup? See my WordPress SEO services.
Common schema mistakes
Marking up invisible content
Google says not to mark up information users cannot see.
Duplicate, conflicting blocks
A theme and a plugin both print Article data with different dates.
Expecting a rankings jump
Google describes better understanding and richer display, not a ranking boost.
Publishing without testing
Template changes can silently break markup.
Questions people ask
Is schema markup a ranking factor?
Google’s documentation describes it as helping it understand pages and enabling rich displays. It does not describe it as a ranking boost.
Which format should I use?
JSON-LD. Google supports three formats but recommends this one.
Do I need a plugin?
Often an SEO plugin already covers the basics. Check your page source first.
Will schema guarantee a rich result?
No. Google says valid markup only makes a rich result possible.
Does FAQ schema still work?
Google retired the FAQ rich result in May 2026, so expect no visible snippet from it.
How do I test my markup?
Use the Rich Results Test before launch, then Search Console’s rich result reports and the URL Inspection tool after.
Where should Organization markup go?
Google says the home page or a single About page. It is not needed on every page.
Sources
- Google Search Central, Introduction to structured data
- Google Search Central, General structured data guidelines
- Google Search Central, Article structured data
- Google Search Central, Breadcrumb structured data
- Google Search Central, Organization structured data
- Google Search Central, FAQ structured data (retired feature)