What schema markup does
Schema markup is structured data that tells search engines and AI systems what a page is about in a format they can read without guessing: this is a company, this is its logo, these are its profiles, this is the price. Google uses it for rich results, and it helps AI assistants connect your brand to the right facts.
Which schema types to start with
Every site should have Organization schema on the home page, with sameAs links to LinkedIn, X, GitHub and any Wikipedia or Wikidata entry. Those links are how search engines and AI models confirm which company you are. SaaS products should add SoftwareApplication with pricing. Blog posts get Article with a real author, and pages with genuine questions and answers can use FAQPage.
Only mark up what is visible on the page. Structured data that describes content users cannot see breaks Google's guidelines and can cost you rich results.
How to add and test JSON-LD
Paste the generated script tag into the head of the page, or inject it through your CMS or tag manager. Then run the page through Google's Rich Results Test and the Schema.org validator. Recheck after major site changes; templates often drop structured data without anyone noticing.
Frequently asked questions
What is JSON-LD?
A way of adding structured data to a page inside a script tag, separate from the visible HTML. It is Google's recommended schema format.
Does schema markup improve rankings?
Not directly. It makes pages eligible for rich results and helps search engines and AI systems understand your content, which can improve clicks and citations.
Where do I put the schema code?
In the head of the page, or anywhere in the body. The head is the usual place.
Is FAQ schema still worth adding?
Google stopped showing FAQ rich results in May 2026, so it will not change how your listing looks. The markup does no harm and still gives search engines and AI assistants clean question and answer pairs.