What is schema markup?

Structured data that tells search engines what a page is about in a form they read reliably: a business's address and opening hours, an article's author and date, a page's questions and answers. It's written in JSON-LD, a short block of code in the page's HTML.

Where do I put the code?

Anywhere in the page's HTML, usually just before . Most website builders have a box for custom code in the page or site settings; on WordPress an SEO plugin or a header-code plugin does it.

Does schema markup improve rankings?

Not directly. It helps Google understand the page and makes it eligible for richer results, such as business details or star ratings, which can win more clicks. Digital Adept's audit checks every page for missing or broken structured data.

Free tool

Schema markup generator

Fill in a business's details, an article or a page's questions and answers, and copy JSON-LD structured data ready to paste into the page, so Google can read it reliably.

Nothing you type leaves your browser.

What's on the pageType of business

Business nameWebsitePhoneStreet addressTown or cityPostcodeOpening hoursOne line each, like Mo-Fr 08:00-18:00Price rangeLogo or photo addressSocial profilesOne address per line

Paste this into the page's HTML

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness"
}
</script>

Then check it with Google's Rich Results Test.

Markup that Google uses

Describe what's really on the page

Google ignores, and can penalise, markup for things a visitor can't see. Mark up the page as it is.

One business, one set of details

Use the same name, address and phone as the Google Business Profile, character for character.

Put it on the right page

Local business details belong on the home or contact page; FAQ markup on the page with those questions.

Test it before you rely on it

Paste the page into Google's Rich Results Test to see what Google can read from it.

Questions

What is schema markup?: Structured data that tells search engines what a page is about in a form they read reliably: a business's address and opening hours, an article's author and date, a page's questions and answers. It's written in JSON-LD, a short block of code in the page's HTML.
Where do I put the code?: Anywhere in the page's HTML, usually just before </head>. Most website builders have a box for custom code in the page or site settings; on WordPress an SEO plugin or a header-code plugin does it.
Does schema markup improve rankings?: Not directly. It helps Google understand the page and makes it eligible for richer results, such as business details or star ratings, which can win more clicks. Digital Adept's audit checks every page for missing or broken structured data.

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