Schema markup — Structured data
Code that describes your page's content to search engines, which can make it eligible for rich results.
What it means
Schema markup is extra code you add to a web page to describe its content in a language search engines understand. Your visitors never see it. It uses a shared vocabulary from schema.org, with agreed names for things like a business, product, event or course. Instead of Google guessing that "₹180" is a price, schema markup says so clearly.
How it works
The format Google recommends is JSON-LD, a small block of structured text usually placed in the page's head section. It reads like a labelled list: type is LocalBusiness, then name, address and opening hours. When Google reads it, the page can become eligible for rich results, the eye-catching search listings with star ratings, prices, event dates or other extra details. Eligible is the key word. Google decides whether to show a rich result, and it is never guaranteed. The markup must also match what is actually visible on the page.
A simple example
A Kota coaching institute runs a crash course for JEE aspirants. On the course page, the team adds Course schema describing the course name, a short description and the institute as provider. On the events page, they add Event schema for a free demo class with its date and location. Once tested and published, Google may show richer details that stand out from plain blue links.
Why it matters
Schema markup helps search engines understand your page with less guesswork. Rich results take up more space and give searchers useful information before they click, which can improve your click-through rate.
Beginner tips
- Start with the types that fit your business, such as LocalBusiness, Product or Article.
- Test your page with Google's Rich Results Test before and after publishing.
- Only mark up information that visitors can actually see on the page.
- Common mistake: adding fake reviews or ratings in schema, which can lead to a manual action from Google.