Add structured data (schema markup)
Machine-readable labels that earn rich results like star ratings in search.
What it means
Structured data (JSON-LD) explicitly tells search engines what your content is — a product with a price, a business with opening hours, an article with an author.
Why it matters
Pages with valid schema can win rich results — star ratings, prices, FAQs directly in search — which visibly increase click-through over plain blue links.
How to fix it
- Pick the schema type that matches the page: LocalBusiness, Product, Article, FAQ, or BreadcrumbList.
- Generate the JSON-LD with Google's Rich Results template or a schema generator, then paste it before </head>.
- On WordPress, Rank Math and Yoast output most schema types from fields you already fill in.
- Validate with the Rich Results Test and fix any errors it reports.
Common mistakes
- Marking up content that isn't visible on the page.
- Copying example markup without replacing the placeholder values.
- Adding invalid JSON, such as a trailing comma, which makes the whole block unreadable.
How to check it worked
Paste the page URL into Google's Rich Results Test. It lists every detected type and any errors or warnings.
Helpful tools
- Google Rich Results Test
- Schema.org generator
Not sure if this affects your site? Analyze your website for free or compare it with a competitor.
Related guides
- Add Open Graph tags for social sharing: Control the title, description, and preview image shown when your page is shared.
- Write a proper page title: The single most important on-page SEO element — 50–60 characters that sell the click.
- Improve internal linking structure: Connect your pages with meaningful anchor text so search engines understand your site's hierarchy.
- Add a meta description: Your 150-character pitch shown under the title in search results.