Schema markup, the most leveraged fix in SEO that almost every site is missing.
Schema.org markup is the universal vocabulary that tells Google, AI assistants, and every other machine what your content actually is. Proper schema unlocks rich snippets, knowledge graph presence, and AI discoverability. Here is what it is and how to get it right.
What schema markup actually is.
Schema.org is a vocabulary Google, Microsoft, Yahoo, and Yandex built together to let websites describe their content in a machine-readable format. When you add schema (usually as JSON-LD in the page head), you are telling Google exactly what the page is about. Google rewards sites that do this with rich snippets in search results and better knowledge graph placement. AI assistants use it to extract your facts when people ask ChatGPT about your business.
- Schema.org, the standard vocabulary
- JSON-LD, the recommended format
- Goes in the page head as a script tag
The schema types every site needs.
Local business schema
Required for any business with a physical location or service area. Name, address, phone, hours, geo.
- Required for any business with a physical location or service area.
- Name, address, phone, hours, geo.
- E-E-A-T scoring, readability analysis, and conversion copy evaluation in one pass
Content schemas
Article for blog posts, FAQ for Q&A pages, BreadcrumbList for navigation. All three unlock rich snippets.
- Article for blog posts, FAQ for Q&A pages, BreadcrumbList for navigation.
- All three unlock rich snippets.
- AI readiness scoring, how well AI assistants like ChatGPT and Perplexity can find and recommend your business
How SchemaReports audits schema.
Phase 9 of every SchemaReports audit validates every JSON-LD block on your page against Schema.org, checking presence, type appropriateness, required property completeness, recommended properties, and rich snippet eligibility. You get a full list of what is missing with specific recommendations. This is literally the origin of the SchemaReports name.
- Full JSON-LD validation
- Schema type appropriateness
- Required and recommended properties
Schema markup, common questions
Do I really need schema markup?
Yes, it is how Google and AI assistants understand what your business is.
- Foundation phases cover Core Web Vitals, PageSpeed, meta tags, heading structure, and crawlability, the technical baseline that affects how search engines access and understand your site.
- Content, Trust, and Compliance phases cover content quality, E-E-A-T signals, conversion effectiveness, schema markup, local SEO, ADA accessibility, and AI readiness, over 1,000 distinct data points total.
Where does it go?
In a script type application/ld+json tag in your page head.
- Rule-based tools flag issues based on fixed criteria, missing meta descriptions, images without alt text. These checks are useful but they do not require understanding your content. Any tool can do them.
- Our AI reads your content semantically, it understands what your pages are about, who they are written for, and what is missing. That analysis produces recommendations unique to your business that you will not see in a templated report.
Which format should I use?
JSON-LD. Microdata and RDFa work but JSON-LD is recommended by Google.
- All reports stay branded SchemaReports (gray label). Agencies get the GoHighLevel integration that auto-creates contacts with audit data in custom values, the value flows into your CRM, not a fake-branded PDF.
- Agency plan also includes an embeddable audit widget you can add to your own website, plus client seat management so clients can log in and view their reports directly without contacting you.
Does WordPress do this automatically?
Depends on your theme and plugins. Many do partial schema. The audit checks completeness.
- Every audit can be downloaded as a formatted PDF for client presentations, as Markdown for documentation or CMS publishing, or as JSON for importing data into dashboards, CRMs, or custom tools.
- Agency plan users can also access reports programmatically via the full API, pull audit data into your reporting stack without manual downloads.
How do I validate my schema?
Google Rich Results Test is the standard validator. SchemaReports Phase 9 goes deeper with completeness scoring.
- All paid plans include a 30-day satisfaction guarantee. If you are not satisfied within the first 30 days, you receive a full refund, no questions, no contract obligations.
- Subscriptions can be cancelled at any time. There are no long-term contracts. Access continues through the end of your current billing period after cancellation.
- A public API is on the roadmap. Today every audit exports as PDF, Markdown, and JSON on every plan for manual integration.
- API documentation is available after account creation. Use it to run audits programmatically, retrieve structured results, and integrate SchemaReports data into your client reporting stack.
Run Free Audit
Run Your Free AuditFind out what schema your site is missing.
10,000+ sites have already been audited. See what's holding yours back, 12 phases, 1,000+ data points, AI-powered analysis. Completely free.
- The only audit that checks Psychology, Trust, and AI Readiness
- 12 phases, 1,000+ data points, results in under 5 minutes
- Free to run, free to download, yours to keep forever
