Schema Markup Guide — JSON-LD Examples for Every Page Type
Schema markup helps search engines understand your content and enables rich results. Complete guide with ready-to-use JSON-LD examples.
Schema markup helps search engines understand your content and enables rich results. The most impactful types for business sites: Organisation, LocalBusiness, Article, FAQPage, Product, and BreadcrumbList. Add Organisation schema to every page first, then layer on type-specific schemas.
What Is Schema Markup
Schema markup is a standardised vocabulary of tags added to HTML to help search engines understand the meaning of your content. Developed by Schema.org — a collaboration between Google, Bing, Yahoo, and Yandex — it provides a common language all major search engines understand. Google recommends JSON-LD because it is clean and does not require changes to visible HTML.
10 Schema Types With JSON-LD Examples
Different pages need different schema. This table maps the most common types to the appropriate page categories.
| Schema Type | Use On | Rich Result | Priority |
|---|---|---|---|
| Organisation | All pages (global) | Knowledge Panel, Sitelinks | Essential |
| LocalBusiness | Location / contact pages | Local rich results, Maps | High |
| Service | Service pages | Service details in knowledge graph | High |
| Product | Pricing / product pages | Product snippets, price, availability | High |
| Article | Blog posts, news | Headline, author, date in search | High |
| FAQPage | FAQ sections | Expandable FAQ in search results | High |
| HowTo | Step-by-step guides | Rich step list in search results | Medium |
| BreadcrumbList | Navigation on all pages | Breadcrumb trail in search results | Medium |
| Review | Testimonial pages | Star ratings in search results | Medium |
| SoftwareApplication | Tool / app pages | App snippets, rating, price | Medium |
Ready-to-Use JSON-LD Examples
Below are simplified JSON-LD examples. Copy the pattern, replace placeholder values, and add each in its own <script type="application/ld+json"> block in your page <head>.
Organisation Schema
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Business Name",
"url": "https://yourwebsite.com",
"logo": "https://yourwebsite.com/logo.png"
}LocalBusiness Schema
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business",
"address": {
"@type": "PostalAddress",
"streetAddress": "Your Street",
"addressLocality": "Manama",
"addressCountry": "BH"
},
"telephone": "+973-XXXX-XXXX"
}Article Schema
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Your Article Title",
"description": "Brief description.",
"author": {"@type": "Organization", "name": "Your Company"},
"datePublished": "2026-07-25"
}FAQPage Schema
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "Your question?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Your answer."
}
}]
}BreadcrumbList Schema
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{"@type": "ListItem", "position": 1, "name": "Home", "item": "https://yourwebsite.com"},
{"@type": "ListItem", "position": 2, "name": "Blog", "item": "https://yourwebsite.com/blog/"}
]
}How to Implement Schema Markup
Add JSON-LD in the <head> section of your HTML pages. Use one <script type="application/ld+json"> block per schema type. Organisation schema should be on every page — add it to your site template. For page-specific schemas like Article or FAQPage, add them conditionally on the relevant pages.
Testing and Validation Tools
Three tools are essential: Google Rich Results Test — paste your URL or code to see which rich results your page qualifies for. Schema.org Validator — validates against the full Schema.org specification. Google Search Console — the Enhancements section shows valid schema and flags crawl errors.
Common Schema Markup Errors
Missing required fields (name, url in Organisation), incorrect data types (string instead of array), mismatched quotes, and missing commas are the most common JSON-LD errors. Always validate with a JSON validator first, then the Rich Results Test.
Why Schema Matters for AI Search
As AI-powered search becomes the default, structured data is essential for being understood and cited by engines like ChatGPT, Perplexity, and Google's AI Overviews. Schema markup gives these engines explicit facts about your business and content. For a deeper dive, read how to rank in AI search and our on-page SEO checklist. For technically optimised hosting that supports all SEO efforts, see our cloud hosting from BD 3.5/mo.
Frequently asked questions
Schema markup is structured data added to web pages that helps search engines understand the content. It uses a standard vocabulary (Schema.org) and is typically implemented in JSON-LD format. Schema enables rich results like star ratings, FAQs, and breadcrumbs in search.
JSON-LD is the format recommended by Google. It is easier to implement and maintain than Microdata or RDFa because it sits in a script tag rather than being mixed with HTML content.
Every website should implement Organisation schema on all pages. Additional types include LocalBusiness, BreadcrumbList, Article, FAQPage, and Service depending on what your site contains.
Use Google's Rich Results Test, the Schema.org Validator, or the enhancements section in Google Search Console. These tools validate your JSON-LD and highlight errors.
Schema is not a direct ranking factor but is essential for rich results, which improve click-through rates. It also helps AI search engines understand and cite your content.