Which types to use
| Type | Use on | Notes |
|---|---|---|
| Organization | Home or About | Name, logo, contact, sameAs profile links |
| WebSite | Home | Names the site; helps with brand understanding |
| LocalBusiness / ProfessionalService | Location or contact pages | Real address, hours, area served; only for real locations |
| Service / Product / Offer | Service and pricing pages | Name, description, price when shown on page |
| Article / BlogPosting | Guides and posts | Headline, dates, author |
| FAQPage | Pages with real visible FAQs | Google limits FAQ rich results to a small set of sites, but the markup still helps machines |
| BreadcrumbList | All inner pages | Shows the path in results |
A minimal Organization example
{ "@context": "https://schema.org", "@type": "Organization", "name": "Your Company", "url": "https://example.com/", "logo": "https://example.com/logo.png", "sameAs": ["https://www.linkedin.com/company/your-company"] }
Place it inside a script tag of type application/ld+json.
Rules to follow
- Markup must match what visitors can see on the page.
- Use real data: never invent ratings, reviews or addresses.
- Keep prices, dates and names in sync with the page.
- One authoritative Organization entity; link other entities to it.
- Re-validate after template changes.
How to test
- Run the page through Google’s Rich Results Test.
- Validate with the Schema Markup Validator (schema.org).
- Check Search Console’s enhancement reports.
- Fix errors first, then warnings.
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Frequently asked questions
Does schema improve rankings directly?
Google says structured data is not a direct ranking factor, but it helps understanding and can enable rich results; AI systems also read it.
Is FAQ schema still worth adding?
Yes for machine readability, but don’t expect visible FAQ rich snippets on most sites.
Can I add fake review schema?
No. Fabricated reviews or ratings violate Google’s policies and can lead to manual actions.
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