Schema Markup Validator
Detect and validate JSON-LD and Microdata blocks. Check required properties by schema type and eligibility for Google rich results.
What is schema markup and how does it help SEO?
Schema markup (also called structured data) is a standardized HTML tag vocabulary from Schema.org that allows search engines to better understand the content of a page. When Google correctly interprets your schema, it can display your page with rich results: stars, prices, expandable FAQs, recipe preparation times, event dates and more. These visual formats increase organic CTR on average by 20 to 30% compared to a standard snippet.
Schema markup is not a direct ranking factor, but it increases CTR by improving visibility in the SERP. A higher CTR sends positive relevance signals to Google.
Schema types and the rich results they generate
Google supports more than 30 schema types for rich results. These are the most important for most websites:
Article / BlogPosting
Activates the news carousel in Google News and improves presentation in editorial content searches.
Product
Shows price, availability and ratings directly in the SERP. Essential for e-commerce.
Recipe
Generates rich results with image, preparation time, calories and rating. High visibility in recipe searches.
Event
Shows event name, date, location and price in results. Ideal for ticketing and cultural listings.
FAQPage
Expands questions and answers directly in the SERP, taking up much more visual space than a standard snippet.
HowTo
Shows numbered steps in the SERP for 'how to' queries. Very effective for tutorials.
LocalBusiness
Strengthens local search presence with name, address, phone and hours. Complements Google Business Profile.
VideoObject
Activates video thumbnails in the SERP and enables indexing in Google Videos with timestamps.
JSON-LD, Microdata and RDFa: which one to use?
There are three formats for implementing structured data. Google accepts all three, but has a clear recommendation:
JSON-LD
Independent script in the <head>. Easy to maintain, does not modify visible HTML. Recommended by Google.
✓ Google recommended formatMicrodata
HTML attributes within the actual content (itemscope, itemprop). Harder to maintain but integrated with the DOM.
RDFa
Similar to Microdata but using RDFa attributes (typeof, property). Common in sites with semantic CMS.
How to implement JSON-LD correctly
The JSON-LD block is placed inside a <script type="application/ld+json"> tag in the <head> of the page. The following example shows a Product schema with the minimum properties required by Google to activate rich results:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Product Name",
"description": "Product description.",
"image": "https://example.com/image.jpg",
"offers": {
"@type": "Offer",
"price": "29.99",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"reviewCount": "89"
}
}
</script>