Schema markup explained: Enhancing SEO and AEO with structured data

Common schema markup types

When you implement schema markup on your page, you're labeling content using a consolidated library of item properties from Schema.org. Google, Microsoft, Yahoo, and Yandex cooperatively developed the library to establish a unified vocabulary they could all use to interpret content and improve search results.

There are 1,476 item properties available on Schema.org, including “aggregateRating,” “image,” and “price.” Schema.org organizes them into primary types, such as CreativeWork, Event, and Product. Then, it separates them further into subtypes, like Article, Festival, and Vehicle.

Some subtypes apply to more than one primary type. For example, LocalBusiness has its own set of properties, but it also supports everything from Place and Organization, the two primary types it falls under.

Business websites use different schema types depending on the services and products they offer and how they describe them. Here are the most commonly used types of schema, along with a few suggestions for item properties to use from them:

• Organization: A primary type for institutions like businesses, schools, or clubs.
  • Common properties:
    • telephone
    • address
    • url
• LocalBusiness: A subtype of Place and Organization for places of business, such as a bank or restaurant.
  • Common properties:
    • openingHours
    • priceRange
    • address
• Review: A subtype of CreativeWork for critical reviews of movies, books, or restaurants.
  • Common properties:
    • reviewRating
    • reviewBody
    • positiveNotes
• Article — A subtype of CreativeWork for published writings, such as blog posts or news articles.
  • Common properties:
    • speakable
    • wordCount
    • articleBody
• Product: A primary type for products and services, such as guitars, hats, or car rentals.
  • Common properties:
    • aggregateRating
    • color
    • size
• Event: A primary type for events like concerts, debates, and festivals.
  • Common properties:
    • aggregateRating
    • about
    • location

Schema markup formats and best uses

There are three popular formats for implementing schema markup: JSON-LD, Microdata, and RDFa. Other formats exist, like PageMaps, but search engines only use these three to generate rich results. Each format has pros and cons, but JSON-LD scales the best, making it excellent for large-scale SEO projects, where teams must apply structured data to hundreds or thousands of pages and product descriptions.

JSON-LD

You typically place a JSON-LD script tag in your page's head or body element. You fill the script with name:value pairs that identify the properties you want to use and their values. It's the most common method because it's more straightforward to read. The HTML tags in the other two formats quickly complicate the code, making it difficult to find values when updating them.

Here’s how the structured data might look for a page selling a Gillo GT 25” recurve riser, a popular choice among professional archers:

When Google pulls this structured data to create a rich result, it looks like this:

Both JSON-LD and Microdata serve similar purposes. However, JSON-LD is simpler to update for most pages because you don't have to modify the HTML tags directly.

Microdata

Microdata and RDFa both use HTML attributes to label item properties. To use either, you'll wrap everything on your page in <div>s that label the types you're using, such as Product, Place, or Event. Then, you'll use <span>, <img>, and <meta> tags to label individual strings. The difference between microdata and RDFa is the attributes they use. For example, microdata schema markup tags use “itemscope” and “itemtype” to reference the relevant types.

Resource description framework in attributes

RDFa was a precursor to Microdata, so they function very similarly. You still use <div> and <span> tags to label strings, but the attributes differ slightly from Microdata’s. For example, with RDFa, you use “property” instead of “itemprop.”

How to validate your schema markup

When you run a test, pay attention to which items pass or fail. You should also run your structured data code through a testing tool before you launch a page. Here are the two most popular free validators available online.

Schema.org

The Schema.org validator performs a basic check on your code to make sure it runs. You can use it on a code snippet or live URL. To check a snippet, place your code on the left side and click the arrow near the bottom of the screen. The output appears on the right. If your code runs, the validator lists all the item properties it detected. If not, it shows you the errors it encountered.

Google’s rich results test

Google’s rich results test takes schema markup validation a step further. It can handle URLs or snippets just like Schema.org, and it checks the code to validate that it runs. Then, it also offers a preview showing how the content’s rich result might appear, and it gives recommendations for other properties to include. After adding schema markup, you can check Google Search Console to see if new rich results or structured data errors show up under the 'Enhancements' section. Validating your structured data is an ongoing process, especially if you're frequently updating prices, reviews, or listings.

For example, you might see an error like "Missing field 'price'" while validating a Product schema. To fix this, add the 'price' property under 'offers' in your JSON-LD or microdata code so search engines can read the pricing details properly.

How to measure schema markup's impact

Monitor impressions, clicks, and click-through rate for pages with structured data. If you notice a lift in organic traffic, your schema markup's probably working. Use tools like Google Analytics or Webflow Analyze to gauge performance changes over time.

5 best practices for schema markup

To help your schema markup get results, follow these five fundamental principles.

1. Select the appropriate schema types

Always choose the most applicable types to access all the item properties you need. For example, using LocalBusiness gives you access to “openingHours” and “priceRange,” two options you don't get from Organization or Place.

2. Keep your schema markup updated

If you change the content on a page, update the relevant schema markup, too. For example, if a product's price changes, update its “price” property. If you don't, the rich result won't be accurate, leading to a poor user experience. As of 2025, Google continues to refine its recognition of structured data to surface even richer results.

3. Stay informed about Google updates

Google occasionally updates its structured data guidelines to make new recommendations, so check back periodically. When they do, you'll be the first to know and can optimize your content to get better rich results.

4. Validate your markup

Google’s rich result tool provides all the testing features you need so your structured data is working, comprehensive, and creates the best possible rich result. Add it to your SEO checklist so you'll remember to check every page before it goes out.

5. Use the JSON-LD format

JSON-LD is more straightforward to read and update, making it the preferred schema markup format. It’s also what Google recommends, so it might play a part in search rankings in the future. Starting with the JSON-LD format primes you for that possibility and makes your markup more scalable.

Google regularly refines its structured data recommendations. Make sure you review these guidelines so your markup stays compliant and visible in search results.

Add schema markup with Webflow

There's an initial learning curve, but once you understand which fields apply, adding schema markup can help you move up the search results.

Webflow automatically generates schema markup from visible page content on static pages, reducing the need to manually edit code. This feature ensures your structured data remains consistent with the actual design and content displayed to visitors — saving you time while keeping your markup accurate.

For more control, you can also implement custom structured data by adding custom code to the head or body section in your page settings. Adding it to a CMS template with dynamic Collection item fields enables you to scale schema markup across multiple pages effortlessly.

Ready to optimize your site's search presence? Learn more about Webflow's AI-powered SEO features.