How to add schema markup that earns rich results

Structured data tells search engines exactly what a page is about: a product and its price, an event and its date, a business and its address. Here is how to add it correctly.

Open the tool: Schema Markup Validator

1. Pick the type that matches the page

Use one main type per page: Product on product pages, Article or BlogPosting on posts, LocalBusiness or a subtype like Restaurant on location pages, Event on event pages. Add BreadcrumbList on almost every page, and Organization once on the home page.

2. Fill in required properties with visible facts

Every value should be visible on the page. Marking up reviews, prices or FAQs that visitors cannot see breaks Google's guidelines and can lead to a manual action.

3. Test, publish and monitor

Fix every error here first, then publish. Run the live URL through Google's Rich Results Test, and watch Search Console's Enhancements reports for new errors after site updates or plugin changes.

Quick formats to remember

  • Date: 2025-03-14, with time 2025-03-14T19:00:00-05:00.
  • Duration: PT45M, PT1H30M.
  • Price: 29.99 with priceCurrency USD.
  • Availability: https://schema.org/InStock.
  • URLs: always absolute, starting with https://.