Structured data and schema markup explained

Structured data is code that describes your content in a standard vocabulary (schema.org), usually as JSON-LD in the page head. It tells search engines "this is a product with this price" or "this is an article by this author".

Common types

• Organization and LocalBusiness: your company, logo, address and contacts.
• Article / BlogPosting: headline, author, dates.
• Product: name, price, availability, reviews.
• FAQPage, BreadcrumbList, Event, Recipe and more.

Benefits

Rich results (stars, prices, breadcrumbs) can make your result stand out, and clear data helps search engines and AI assistants understand your pages.

A simple example

An Organization snippet in JSON-LD:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Pepplo Web Technologies",
  "url": "https://pepploweb.com",
  "logo": "https://pepploweb.com/logo.png"
}

It goes inside a <script type="application/ld+json"> tag in the page.

Common mistakes

• Invalid JSON: a missing comma or quote breaks the whole block. Site audits flag invalid structured data as an error.
• Marking up content that is not visible on the page, such as reviews that do not exist.
• Using the wrong type, such as Product markup on a category page.

Where to start

Add Organization (or LocalBusiness) to the home page, BreadcrumbList to inner pages, Article to blog posts and Product to product pages. Test each type once, then let your templates generate it.

Create and check it

The schema generator builds JSON-LD for common types. The schema markup checker and structured data validator find errors. Only describe what is really on the page.