Schema basics for small sites: add the few that match.

It is a block of labelled facts about the page, written in a shared vocabulary called schema.org: this is an article, this is its author, this is the price. Visitors never see it. Machines read it to be sure they understood what the page says.¹

1 schema.org: getting started

It describes the page. It does not replace it. Everything in the markup should also be readable on screen.²

2 Documentation: structured data policies

Of the formats available, JSON-LD is the one documentation recommends. It lives in a single script tag in the head of the page, so you never have to weave attributes through your visible HTML, and a template change will not break it.³

3 Documentation: introduction to structured data

• Organization on the home page: your name, address of the site, logo and the profiles that are really yours.
• Article on each post: headline, date published, date modified, author and image.
• Product with Offer on shop pages: name, description, price, currency and availability, matching the page.
• LocalBusiness if customers visit you: opening hours, address, phone.
• FAQPage only on pages where the questions and answers are visible.
• BreadcrumbList on pages nested in sections.

4 Documentation: organization markup

Paste this into the head of your home page and change the values to your own.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Business Name",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/logo.png",
  "sameAs": ["https://www.linkedin.com/company/your-profile"]
}
</script>

Mark up only what visitors can see on that page. If the price changes, change it in the markup in the same edit. Do not add reviews you do not display or ratings you did not collect; documentation treats markup that misleads as a policy violation.⁵

5 Documentation: structured data policies

Run each template through a free structured-data validator after you add the markup, and again after any redesign. Fix errors first, then warnings that apply to the fields you filled in. Check one page of each type, not every page.⁶

6 Documentation: introduction to structured data

Search documentation states that no extra markup is required to be eligible for answer features; ordinary indexing and snippet rules apply. Structured data earns its place by removing ambiguity and, for some types, by making a page eligible for richer results.⁷

7 Documentation: answer features and your site