1. What schema actually does
Structured data describes entities and page content in a machine-readable format. It can help search engines interpret eligible features, but it does not guarantee a rich result or an AI citation.
2. Choose the correct type
Use Organization for the actual organization; LocalBusiness for an eligible real location; Product for actual product pages; BreadcrumbList for meaningful navigation. Only represent content genuinely present on the page.
3. Create and validate JSON-LD
Insert schema in a script tag with type application/ld+json. Use https://search.google.com/test/rich-results to check supported rich results and https://validator.schema.org/ for general syntax validation. Correct errors before publishing.
4. Keep it current
Make name, URL, business details, hours and breadcrumbs match visible facts. Avoid inventing reviews or ratings. Check Search Console for detected errors after deployment.
Implementation checklist
Use our free SEO planning tools →
Official documentation: Google local ranking · Apple Business · Bing Places · Google structured data