Schema.org markup: a complete guide to structured data

Schema.org markup is one of the most powerful SEO tools, allowing search engines to better understand content. Proper structured data markup can provide rich snippets, improve CTR, and increase the chances of appearing in AI answers. Let’s look at all aspects of implementation.

What is Schema.org

Schema.org is a structured data vocabulary created jointly by Google, Microsoft, Yahoo, and Yandex. It describes entities (products, articles, organizations) in a format that search engines can understand.

Markup formats

1. JSON-LD (recommended)

CodeHTML

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Заголовок статьи",
  "author": {
    "@type": "Person",
    "name": "Иван Петров"
  }
}
</script>

2. Microdata

CodeHTML

<article itemscope itemtype="https://schema.org/Article">
  <h1 itemprop="headline">Заголовок статьи</h1>
  <span itemprop="author" itemscope itemtype="https://schema.org/Person">
    <span itemprop="name">Иван Петров</span>
  </span>
</article>

3. RDFa

CodeHTML

<article vocab="https://schema.org/" typeof="Article">
  <h1 property="headline">Заголовок статьи</h1>
  <span property="author" typeof="Person">
    <span property="name">Иван Петров</span>
  </span>
</article>

Recommendation: Use JSON-LD—it is easier to maintain, does not mix with HTML, and is recommended by Google.

Main schema types

Article — for articles and blogs

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Core Web Vitals 2026: полное руководство",
  "description": "Актуальное руководство по оптимизации Core Web Vitals",
  "image": "https://example.com/article-image.jpg",
  "author": {
    "@type": "Person",
    "name": "Иван Петров",
    "url": "https://example.com/authors/ivan"
  },
  "publisher": {
    "@type": "Organization",
    "name": "TechBlog",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2026-01-11",
  "dateModified": "2026-01-11",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/article-url"
  }
}

Product — for products

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "iPhone 17 Pro",
  "image": "https://example.com/iphone17.jpg",
  "description": "Смартфон Apple iPhone 17 Pro 256GB",
  "brand": {
    "@type": "Brand",
    "name": "Apple"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/iphone17",
    "priceCurrency": "RUB",
    "price": "149990",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "TechStore"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "1234"
  }
}

LocalBusiness — for local businesses

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Веб-студия Digital",
  "image": "https://example.com/office.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "ул. Пушкина, д. 10",
    "addressLocality": "Москва",
    "postalCode": "101000",
    "addressCountry": "RU"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 55.7558,
    "longitude": 37.6173
  },
  "telephone": "+7-495-123-45-67",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "09:00",
      "closes": "18:00"
    }
  ],
  "priceRange": "$$"
}

FAQPage — for FAQ sections

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Сколько стоит разработка сайта?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Стоимость разработки сайта зависит от сложности проекта. Лендинг — от 50 000 ₽, корпоративный сайт — от 150 000 ₽, интернет-магазин — от 300 000 ₽."
      }
    },
    {
      "@type": "Question",
      "name": "Какие сроки разработки?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Лендинг — 2-3 недели, корпоративный сайт — 1-2 месяца, интернет-магазин — 2-4 месяца."
      }
    }
  ]
}

HowTo — for instructions

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "Как установить Node.js на Ubuntu",
  "description": "Пошаговая инструкция установки Node.js",
  "totalTime": "PT10M",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Обновите систему",
      "text": "Выполните команду: sudo apt update && sudo apt upgrade",
      "url": "https://example.com/nodejs#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Добавьте репозиторий NodeSource",
      "text": "Выполните: curl -fsSL https://deb.nodesource.com/setup_20.x | sudo -E bash -",
      "url": "https://example.com/nodejs#step2"
    },
    {
      "@type": "HowToStep",
      "name": "Установите Node.js",
      "text": "Выполните: sudo apt install -y nodejs",
      "url": "https://example.com/nodejs#step3"
    }
  ]
}

BreadcrumbList — breadcrumbs

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Главная",
      "item": "https://example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Блог",
      "item": "https://example.com/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "SEO",
      "item": "https://example.com/blog/seo"
    }
  ]
}

Organization — company information

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "reChecker",
  "url": "https://rechecker.ru",
  "logo": "https://rechecker.ru/logo.png",
  "description": "Бесплатные SEO-инструменты для разработчиков",
  "sameAs": [
    "https://t.me/recheckerru",
    "https://github.com/rechecker"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer service",
    "email": "support@rechecker.ru"
  }
}

Advanced techniques

Nested entities

CodeJSON

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Обзор MacBook Pro M4",
  "author": {
    "@type": "Person",
    "name": "Иван Петров",
    "worksFor": {
      "@type": "Organization",
      "name": "TechReview"
    }
  },
  "about": {
    "@type": "Product",
    "name": "MacBook Pro M4",
    "brand": {
      "@type": "Brand",
      "name": "Apple"
    }
  }
}

Multiple schemas on one page

CodeHTML

<!-- Организация -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "TechCompany",
  "url": "https://example.com"
}
</script>

<!-- Хлебные крошки -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [...]
}
</script>

<!-- Статья -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "...",
  "author": {...}
}
</script>

Using @graph to combine them

CodeJSON

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "TechCompany",
      "url": "https://example.com"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "TechCompany Blog",
      "publisher": {
        "@id": "https://example.com/#organization"
      }
    },
    {
      "@type": "Article",
      "headline": "Заголовок статьи",
      "publisher": {
        "@id": "https://example.com/#organization"
      },
      "isPartOf": {
        "@id": "https://example.com/#website"
      }
    }
  ]
}

Implementation in popular frameworks

Next.js

CodeTSX

// app/blog/[slug]/page.tsx
import { Article, WithContext } from 'schema-dts';

export default function BlogPost({ post }) {
  const jsonLd: WithContext<Article> = {
    '@context': 'https://schema.org',
    '@type': 'Article',
    headline: post.title,
    description: post.description,
    author: {
      '@type': 'Person',
      name: post.author.name,
    },
    datePublished: post.publishedAt,
  };

  return (
    <>
      <script
        type="application/ld+json"
        dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
      />
      <article>{/* контент */}</article>
    </>
  );
}

React (Helmet)

CodeTSX

import { Helmet } from 'react-helmet-async';

function ProductPage({ product }) {
  const schema = {
    '@context': 'https://schema.org',
    '@type': 'Product',
    name: product.name,
    offers: {
      '@type': 'Offer',
      price: product.price,
      priceCurrency: 'RUB',
    },
  };

  return (
    <>
      <Helmet>
        <script type="application/ld+json">
          {JSON.stringify(schema)}
        </script>
      </Helmet>
      <div>{/* контент */}</div>
    </>
  );
}

WordPress

CodePHP

// functions.php
function add_schema_markup() {
    if (is_single()) {
        global $post;
        $schema = array(
            '@context' => 'https://schema.org',
            '@type' => 'Article',
            'headline' => get_the_title(),
            'datePublished' => get_the_date('c'),
            'author' => array(
                '@type' => 'Person',
                'name' => get_the_author()
            )
        );
        echo '<script type="application/ld+json">' . 
             json_encode($schema, JSON_UNESCAPED_UNICODE) . 
             '</script>';
    }
}
add_action('wp_head', 'add_schema_markup');

Validation and debugging

Validation tools

reChecker Schema Validator — quickly validate any URL
Google Rich Results Test — Google’s official tool
Schema.org Validator — syntax validation

Common errors

1. Missing required fields

CodeJSON

// ❌ Плохо — нет author
{
  "@type": "Article",
  "headline": "Заголовок"
}

// ✅ Хорошо
{
  "@type": "Article",
  "headline": "Заголовок",
  "author": {
    "@type": "Person",
    "name": "Автор"
  }
}

2. Incorrect date format

CodeJSON

// ❌ Плохо
"datePublished": "11 января 2026"

// ✅ Хорошо (ISO 8601)
"datePublished": "2026-01-11"

3. Image URLs that do not exist

CodeJSON

// ❌ Плохо — битая ссылка
"image": "https://example.com/deleted-image.jpg"

// ✅ Хорошо — проверенный URL
"image": "https://example.com/existing-image.jpg"

Schema.org implementation checklist

Required for all websites

Organization — company information
WebSite — website description
BreadcrumbList — navigation

For content websites

Article — for articles
FAQPage — for FAQ sections
HowTo — for instructions

For e-commerce

Product — product pages
Offer — prices and availability
AggregateRating — ratings

For local businesses

LocalBusiness — address, business hours
GeoCoordinates — coordinates

Conclusion

Schema.org markup is an investment in website visibility. It provides:

Rich snippets — enhanced snippets in search results
Better understanding of content by search engines
Higher CTR through visual prominence
An advantage in AI search — structured data is easier to extract

Start with basic schemas (Organization, Article, BreadcrumbList) and expand gradually. Check your markup regularly using reChecker Schema Validator — errors in JSON-LD are not visible to the naked eye, but are critical for search engines.

What is Schema.org

Markup formats

Main schema types

Article — for articles and blogs

Product — for products

LocalBusiness — for local businesses

FAQPage — for FAQ sections

HowTo — for instructions

BreadcrumbList — breadcrumbs

Organization — company information

Advanced techniques

Nested entities

Multiple schemas on one page

Using @graph to combine them

Implementation in popular frameworks

Next.js

React (Helmet)

WordPress

Validation and debugging

Validation tools

Common errors

Schema.org implementation checklist

Required for all websites

For content websites

For e-commerce

For local businesses

Conclusion

How to troubleshoot technical audit errors

Terms by topic

Rich Snippet: What It Is and How to Get an Enhanced Snippet

Structured data: what it is and how to add it

Breadcrumbs: what they are and why they matter

JSON-LD: What It Is and How to Use It

FAQ Schema (FAQPage): How to Add Question-and-Answer Markup

JSON-LD examples: Article, Product, FAQ, HowTo, BreadcrumbList

How to Get Rich Snippets in Google with Schema.org

Check your website

Feedback

What is Schema.org

Markup formats

Main schema types

Article — for articles and blogs

Product — for products

LocalBusiness — for local businesses

FAQPage — for FAQ sections

HowTo — for instructions

BreadcrumbList — breadcrumbs

Organization — company information

Advanced techniques

Nested entities

Multiple schemas on one page

Using @graph to combine them

Implementation in popular frameworks

Next.js

React (Helmet)

WordPress

Validation and debugging

Validation tools

Common errors

Schema.org implementation checklist

Required for all websites

For content websites

For e-commerce

For local businesses

Conclusion

How to troubleshoot technical audit errors

Terms by topic

Rich Snippet: What It Is and How to Get an Enhanced Snippet

Structured data: what it is and how to add it

Breadcrumbs: what they are and why they matter

JSON-LD: What It Is and How to Use It

FAQ Schema (FAQPage): How to Add Question-and-Answer Markup

JSON-LD examples: Article, Product, FAQ, HowTo, BreadcrumbList

How to Get Rich Snippets in Google with Schema.org

Check your website