Schema markup basics for small sites
The Doily team
Reviewed by the Doily team, Oct 2026 Updated 3 min read
Quick answer
Schema markup is code that labels what a page is about, such as an organization, a local business, an article, or a breadcrumb trail. Write it in JSON-LD, describe only what is visible on the page, include the properties Google documents for that type, and validate it with the Rich Results Test before you publish.
Why it matters
Google says structured data gives it explicit clues about the meaning of a page, and that it uses the data to understand the content and to gather information about the people, books, or companies mentioned in the markup. It also says the markup can make a page eligible for enhanced results called rich results.
Markup does not guarantee a special display. Google's guidelines state that structured data enables a feature to be present but does not guarantee it will be, so treat schema as a way to remove ambiguity, not as a lever for rankings.
Key takeaways
- Use JSON-LD, the format Google recommends because it is easiest to implement and maintain at scale.
- Mark up only content that readers can see on the same page.
- Start with Organization, LocalBusiness if you serve a place, Article on guides, and BreadcrumbList.
- Complete and accurate beats long. Google would rather see fewer correct properties than many wrong ones.
Step by step
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List the page types you have
Sort your pages into a few kinds: home page, service or product pages, location pages, articles, and contact or about pages. Each kind gets its own markup in a template. Pages of the same kind should share one structure.
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Choose the matching schema type
Use Organization on the home page, LocalBusiness on a location or single-business page, Article or BlogPosting on guides, and BreadcrumbList wherever a breadcrumb trail is visible. Google advises using the most specific applicable type and property names from schema.org. Do not add a type just because a plugin offers it.
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Check Google's documentation for that type
Open the feature page on Google Search Central and read the required and recommended properties. Organization has no required properties, and Google recommends adding as many relevant ones as apply. BreadcrumbList requires itemListElement, and each ListItem needs a name and position.
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Write the JSON-LD
Place a script tag of type application/ld+json in the page head or body, and fill it with values copied from the visible page. Keep names, addresses, and phone numbers identical to those on the page and in your business profile. If you use a CMS, use its structured data setting or a plugin and check the output.
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Link related items together
When a page has more than one item, give each an @id and connect them, for example an Article whose publisher points to your Organization. Google reads nested items and separate items equally well. Linking removes guesswork about which item belongs to which.
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Validate before and after publishing
Run the page through the Rich Results Test and fix critical errors. After release, use the URL Inspection tool to confirm Google sees the markup, and watch the rich result reports in Search Console. Templates can break markup quietly, so re-check after any release that touches them.
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Keep it current
Review markup whenever opening hours, addresses, or services change. Google says it will not show a rich result for time-sensitive content that is no longer relevant. Add the markup check to your release checklist.
Example JSON-LD for a home page
This example describes a fictional business. Every value should match the visible page.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Northside Plumbing",
"url": "https://example.com/",
"logo": "https://example.com/logo.png",
"sameAs": ["https://www.facebook.com/example", "https://www.linkedin.com/company/example"]
}Example data: the sameAs list points to profiles the business actually owns. Google notes it can make general use of sameAs, so keep the list limited to accurate, official profiles.
How Doily helps
Doily's site audit crawls your pages and ranks fixes by priority, so it can help you find pages worth reviewing after you add or change markup.
Questions
Does schema improve my rankings?
Google does not say that structured data is a ranking factor. It says the markup helps it understand a page and can make the page eligible for rich results, and that no display is guaranteed.
JSON-LD, Microdata, or RDFa?
Google supports all 3 and says they are equally fine if the markup is valid. It recommends JSON-LD where your setup allows it, because it is easier to maintain at scale.
Can I use schema for content that is not on the page?
No. Google's guidelines say not to mark up content that is not visible to readers, and not to mark up irrelevant or misleading content. Doing so can make a page ineligible for rich results.
Sources
Primary sources, checked Oct 11, 2026.
