What is Schema.org
Schema.org is a collaborative project by Google, Microsoft, Yahoo, and Yandex, launched in 2011. It provides a shared vocabulary of types and properties for semantic markup of web pages that search engines can understand.
Schema.org defines more than 800 object types, from Person and Organization to Recipe, Event, Product, and MedicalCondition. Each type has a set of defined properties.
Schema.org markup can be implemented in three ways:
- JSON-LD (recommended by Google)
- Microdata (HTML attributes)
- RDFa (HTML attributes, a W3C standard)
Why use Schema.org
Rich snippets in search results: Schema.org types supported by a search engine can enable enhanced displays, such as a product’s price or rating. Google stopped showing FAQ rich results on 7 2026; FAQPage remains a Schema.org type.
Voice search: Google Assistant and other voice assistants use Schema.org for structured answers.
Knowledge Graph: Schema.org data is included in Google’s Knowledge Graph, increasing brand visibility.
Higher CTR: Enhanced snippets get 20-30% more clicks than standard snippets.
Popular Schema.org types
LocalBusiness — local business
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Название магазина",
"address": {
"@type": "PostalAddress",
"streetAddress": "ул. Ленина, 1",
"addressLocality": "Москва",
"addressCountry": "RU"
},
"telephone": "+7-800-000-00-00",
"openingHours": "Mo-Fr 09:00-18:00"
}Product — product
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Название товара",
"description": "Описание товара",
"sku": "SKU-001",
"offers": {
"@type": "Offer",
"price": "2990",
"priceCurrency": "RUB",
"availability": "https://schema.org/InStock"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"reviewCount": "89"
}
}Event — event
{
"@context": "https://schema.org",
"@type": "Event",
"name": "SEO-конференция 2026",
"startDate": "2026-05-15T10:00:00+03:00",
"endDate": "2026-05-15T18:00:00+03:00",
"location": {
"@type": "Place",
"name": "Москва, Экспоцентр",
"address": "Краснопресненская набережная, 14"
},
"offers": {
"@type": "Offer",
"price": "5000",
"priceCurrency": "RUB"
}
}HowTo — instructions
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "Как настроить Schema.org",
"step": [
{
"@type": "HowToStep",
"name": "Выбрать тип объекта",
"text": "Перейдите на schema.org и найдите подходящий тип"
},
{
"@type": "HowToStep",
"name": "Добавить JSON-LD",
"text": "Вставьте блок script type application/ld+json в head"
}
]
}Check Schema.org with reChecker
Use Schema Validator to check your markup. The tool will show:
- Schema.org types found on the page
- Errors in the structure of objects
- Warnings about properties that are not recommended
- Compatibility with Google rich results
FAQ
Do all Schema.org types produce rich snippets? No. Google supports some types, such as Product, Review, Recipe, Event, Article, JobPosting, and LocalBusiness, with separate requirements for each format. FAQ and HowTo rich results have been discontinued. See the current list in Google Search Central’s gallery.
Is Schema.org markup needed for Yandex? Yes. Yandex supports many Schema.org types and uses them for Yandex Market, Yandex Maps, and enhanced search snippets. Microdata and JSON-LD are prioritized.
Where can I check whether markup is correct? Use Google Rich Results Test (search.google.com/test/rich-results) and reChecker Schema Validator. Yandex Webmaster → Diagnostics → Structured data also shows issues.