Schema Markup Explained: How to Get Rich Results (With Free JSON-LD Examples)

Some Google results look plain: a blue title and two lines of text. Others show star ratings, prices, event dates or a breadcrumb trail. Those extras usually come from one thing: schema markup.

Schema sounds technical, and the code can look scary at first. But the idea is simple: it's a way of labelling your content so search engines know exactly what each piece of information is.

In this guide, I'll explain what schema is, what it can and can't do for you, which rich results Google still shows today (a few popular ones have been retired), and give you copy-ready code examples you can adapt for your own site.

What is Schema Markup?

Schema markup (also called structured data) is code you add to a page that describes its content in a standard format search engines understand. The vocabulary comes from Schema.org, a shared standard used by Google, Bing and others.

Here's the idea in plain words. Your page might say:

ABC Guesthouse, Lakeside, Pokhara. Open 24 hours. Call 98XXXXXXXX.

A human understands that instantly. Schema spells it out for machines: "This is a LodgingBusiness. Its name is ABC Guesthouse. Its address is Lakeside, Pokhara. Its telephone is…"

The three formats (use JSON-LD)

What Schema Does (and Doesn't Do)

The honest summary: schema is a helper, not a ranking hack. It's worth adding because it improves how search engines understand and display you.

Which Rich Results Still Show in Google (2026)

This is where many older guides are now wrong. Google has been simplifying its search results, and some popular rich results no longer appear.

Retired or no longer shown

Good to know: you don't have to remove FAQ or HowTo markup. Google has said unused structured data doesn't cause problems, other search engines may still read it, and it can still help machines understand your page. It just won't create those dropdowns in Google any more.

Still commonly supported

Google's supported list changes over time. Before adding a type, check Google's official Search Gallery to confirm it's still supported.

Copy-Ready JSON-LD Examples

Replace everything in [square brackets] with your real details. Only include information that's actually visible on your page.

1. LocalBusiness (for your homepage or contact page)

Use the most specific type that fits, for example Restaurant, Dentist, LodgingBusiness or ProfessionalService.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Your Business Name]",
  "url": "https://[yourwebsite.com]",
  "logo": "https://[yourwebsite.com]/logo.png",
  "image": "https://[yourwebsite.com]/shop-front.jpg",
  "telephone": "+977-[number]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[Street / landmark]",
    "addressLocality": "[City]",
    "addressRegion": "[Province]",
    "addressCountry": "NP"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": [latitude],
    "longitude": [longitude]
  },
  "openingHours": "Mo-Fr 09:00-18:00",
  "sameAs": [
    "https://www.facebook.com/[yourpage]",
    "https://www.instagram.com/[yourhandle]"
  ]
}

2. Article (for blog posts)

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Your Post Title]",
  "image": "https://[yourwebsite.com]/featured-image.jpg",
  "datePublished": "[2026-11-01]",
  "dateModified": "[2026-11-01]",
  "author": {
    "@type": "Person",
    "name": "[Author Name]",
    "url": "https://[yourwebsite.com]/about/"
  },
  "publisher": {
    "@type": "Organization",
    "name": "[Your Business Name]",
    "logo": {
      "@type": "ImageObject",
      "url": "https://[yourwebsite.com]/logo.png"
    }
  }
}

3. BreadcrumbList (for almost any page)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://[yourwebsite.com]/" },
    { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://[yourwebsite.com]/blog/" },
    { "@type": "ListItem", "position": 3, "name": "[Post Title]" }
  ]
}

4. Product (for product or bookable package pages)

Only add aggregateRating if real customer reviews are shown on that same page.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "[Product or Package Name]",
  "image": "https://[yourwebsite.com]/product.jpg",
  "description": "[Short description]",
  "offers": {
    "@type": "Offer",
    "price": "[650]",
    "priceCurrency": "[USD]",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[4.8]",
    "reviewCount": "[32]"
  }
}

For travel companies, Schema.org also has types like TouristTrip and TravelAgency. They help describe your business and trips clearly, even when they don't produce a special rich result.

How to Add Schema to Your Site

How to Test Your Schema

Always test before and after publishing:

1. Google Rich Results Test: paste your URL or code to see which Google rich results the page is eligible for, and any errors.

2. Schema Markup Validator (validator.schema.org): checks your code against the full Schema.org standard, including types Google doesn't show as rich results.

3. Google Search Console: after publishing, check the enhancement reports for errors across your whole site.

The Rules: Don't Get Your Schema Ignored

Breaking these rules can mean Google ignores your markup or, in serious cases, applies a manual action.

Common Schema Mistakes

FAQs About Schema Markup

Is schema markup a ranking factor?

Not directly. Schema helps Google understand your page and can make it eligible for rich results, which can improve clicks. But it won't make a weak page rank on its own.

Do FAQ rich results still work?

No. Google stopped showing FAQ rich results in May 2026. You can keep FAQPage markup since it doesn't cause problems and other systems may read it, but it won't produce dropdowns in Google.

Do I need a developer to add schema?

Not always. Many website platforms and SEO plugins add basic schema automatically. For custom types, a developer or a careful copy of the examples above will do.

Does schema help with AI search?

It can help machines understand who you are and what your page contains, which is useful for any system reading your site. It's not a guaranteed way to get cited, but it supports clear, well-structured content.

Key SEO Terms in This Post

Wrapping Up

Schema is simply labelling your content so machines understand it. Start with the basics most sites need: LocalBusiness or Organization, Article for blog posts, and BreadcrumbList. Add Product, Event or others where they genuinely fit. Test everything, keep it accurate, and ignore guides still promising FAQ dropdowns.

Next in the series: how to see what's actually happening with your site in Google. [Google Search Console for Beginners]

Need help adding schema to your site? Get in touch.