Schema markup is a block of structured data, usually JSON-LD, that describes a page in a format machines read easily: this is an article, written by this person, published on this date; this is a product, with this price, in stock. It doesn’t change what visitors see. It changes how clearly search engines understand you, and it can make you eligible for richer results.

The types worth adding

  • Organization or LocalBusiness on your homepage: your name, logo, address, opening hours and contact details.
  • Article or BlogPosting on posts: headline, author, publish and update dates, and the main image.
  • BreadcrumbList on pages that sit inside a hierarchy, so results can show the path instead of a raw URL.
  • Product on product pages: name, price, currency and availability.
  • FAQPage where a page genuinely has questions and answers visible to readers.

A note on FAQ and HowTo

Since 2023, Google shows FAQ rich results mainly for well-known government and health sites, and it no longer shows HowTo rich results. FAQ markup is still valid and can help search engines understand the page, but don’t add it expecting the expandable questions to appear under your listing.

How to add FAQ schema in WordPress

FAQ schema marks up questions and answers that are visible on the page. There are three common ways to add it in WordPress:

  • With your SEO plugin’s FAQ block. Yoast SEO and Rank Math both include an FAQ block for the block editor. Add the block, write each question and answer, and the plugin outputs the markup for you.
  • By hand. Write a JSON-LD block with the FAQPage type and paste it into a Custom HTML block or your theme. Only do this if you’re comfortable keeping it in sync with the visible text.
  • Automatically. OnPage Agent reads the questions and answers already on your pages and adds FAQ markup that matches them exactly, so the markup never drifts from what readers see.

Whichever you choose, keep the answers on the page identical to the answers in the markup.

Rules that keep you out of trouble

  1. Only mark up what’s on the page. If the FAQ answers aren’t visible to visitors, they shouldn’t be in the markup.
  2. Don’t mark up reviews of yourself. Review snippets for your own business, written on your own site, aren’t eligible for star ratings in Google results.
  3. Keep prices and availability accurate. Out-of-date product data is worse than none.
  4. Use one clear type per page. A blog post is an Article, not also a Product and a LocalBusiness.

How to check your markup

Google’s Rich Results Test shows which rich results a page is eligible for, and the Schema Markup Validator checks the structure against schema.org. Search Console reports errors across your whole site once it has crawled the pages.

How OnPage Agent handles schema

The agent groups your pages by type, checks which ones already have markup, and builds JSON-LD from facts that are actually on each page: real headlines, real dates, the FAQ text readers can see. It validates the result for common problems like missing prices, missing authors and self-serving reviews before anything ships, and adds it through the WordPress plugin without touching your theme. Structured data is included on the Growth and Scale plans.