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.
Valid schema markup helps search engines understand your business type, location, hours, and services
AI reads your schema markup and identifies missing required fields specific to your business type
Get specific recommendations for LocalBusiness, Service, FAQPage, and other schema types relevant to your site
Track schema improvements over time with biweekly refreshes and see how your markup quality changes
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.
Phase 9 of our 12-phase audit validates schema markup implementation across your entire site
Local business schema
Required for any business with a physical location or service area. Name, address, phone, hours, geo.
- NAP consistency validation across schema and visible content
- Business hours format and timezone validation
- Service area coverage for businesses without physical location
Service schema
For each service you offer. Title, description, area served, price range, provider.
- FAQPage schema detection for Q&A content
- Review and rating markup validation
- HowTo and Step schema recommendations for guides
Content schemas
Article for blog posts, FAQ for Q&A pages, BreadcrumbList for navigation. All three unlock rich snippets.
- JSON-LD syntax validation and error detection
- Deprecated property warnings with replacement recommendations
- Schema.org compliance against current specification
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
Common questions about schema validation and implementation
Do I really need schema markup?
Yes, it is how Google and AI assistants understand what your business is.
- Rich snippets display business info directly in search results
- Local businesses get map packs and knowledge panels
Where does it go?
In a script type application/ld+json tag in your page head.
- Business-specific recommendations based on your actual content
- Priority ranking so you know what to fix first
Which format should I use?
JSON-LD. Microdata and RDFa work but JSON-LD is recommended by Google.
- All common Schema.org types for business and content
- Industry-specific schema recommendations
Does WordPress do this automatically?
Depends on your theme and plugins. Many do partial schema. The audit checks completeness.
- Invalid syntax just gets ignored by search engines
- Misleading markup can trigger manual penalties
How do I validate my schema?
Google Rich Results Test is the standard validator. SchemaReports Phase 9 goes deeper with completeness scoring.
- After every website redesign or CMS update
- Quarterly for sites that rarely change
Do I need to know how to code to fix schema issues?
Not necessarily. Many CMS platforms and SEO plugins handle schema automatically. Our audit tells you what's missing so you can ask your developer or use a plugin. We explain the fixes in plain language, not just technical jargon.
- WordPress plugins like Yoast and Rank Math handle basic schema
- Our reports explain fixes in language you can share with developers
Run Free Audit
Check Your SchemaFind 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
