A shared vocabulary for describing content
Schema markup uses a recognised vocabulary to describe things such as an organisation, article or product and the relationships between them. The vocabulary and the format are different concepts: Schema.org supplies terms, while JSON-LD is one way to express the data in a page.
For Google Search, a valid vocabulary entry is not automatically a supported rich-result feature. Start with the content and the applicable search documentation rather than adding every available type. Google explains this distinction in its structured data introduction.
Example: describing one business consistently
A corporate website may describe the same organisation on its homepage, service pages and articles. Those pages should agree about the organisation’s identity and website. If the name or public phone number changes, the information in the markup needs the same review as the visible contact details.
Choose a clear owner for the output. In a WordPress build, an SEO plugin may already generate organisation and page data. Adding another theme snippet without checking the existing output can create competing descriptions that become difficult to maintain.
Review accuracy as well as validation
- Confirm that the described subject is present on the page.
- Use properties that reflect the actual business or content.
- Check identifiers and linked URLs after a domain change.
- Remove obsolete claims and unsupported review information.
- Test the rendered output after plugin or template changes.
A syntax test can detect malformed data but cannot establish whether a testimonial is authentic or a service claim is correct. Google’s structured data policies require an honest match with the content and do not promise enhanced results merely because a test passes.
Common questions about schema markup
Will adding schema markup guarantee star ratings?
No. Search features have specific eligibility rules, and Google decides whether to display them. Do not add unsupported ratings to try to force a particular appearance.
Is schema markup the same as structured data?
Schema markup is structured data using the Schema.org vocabulary. Structured data is the broader idea of expressing information in an organised, machine-readable form.
Related definitions
- Structured data — Machine-readable information describing a page’s content in a supported format, such as JSON-LD. It should use accurate, relevant properties.
- NAP consistency — Consistency of a business’s name, address and phone number across relevant listings and its website. Accurate details help customers identify and contact the right business.
- Technical SEO — Improving the technical foundations of search access and understanding, such as crawlability, indexing signals, URL handling, rendering and performance.
Related SEO guides
Structured markup should describe the visible content accurately and be validated against the feature being implemented.
For help connecting these decisions with your website, explore our SEO services or start with an SEO audit.
Put it into practice
Explore our technical seo service or talk with Refined IT about applying this to your website or business systems.