Schema.org Types Guide
Application contexts and search result rich snippet examples for 11 Schema.org types you can embed as JSON-LD (updated 2026-04-19).
6 Types Supported by JSON-LD Generator
Click "Generate this type" on any card to open the JSON-LD Generator with that type pre-selected.
🌐 WebSite
Describes site name, URL, language, and search template. Use potentialAction to enable the Sitelinks Search Box (a search field inside the Google result for your site).
Rich result · Sitelinks Search Box, brand name displayed in place of domain
Generate this type →🏢 Organization
Describes name, logo, contact details, and SNS profiles via sameAs. Foundation for brand searches showing Knowledge Graph cards with logo and description.
Rich result · Knowledge Panel (logo, business info, SNS links)
Generate this type →📰 Article
Describes headline, author, publish/modify dates, and hero image. Prerequisite for Google News indexing, Discover feed, and Top Stories carousel.
Rich result · Top Stories carousel, Discover cards, article thumbnails
Generate this type →🧭 BreadcrumbList
Describes the Home › Category › Current hierarchy. Converts long URLs in search results to readable path-style display.
Rich result · URL shown as utils.spemer.com › Info › Types Guide
Generate this type →❓ FAQPage
Structures question/answer pairs. Google displays 2-5 questions as an accordion in search results, often doubling SERP footprint at the same ranking.
Rich result · FAQ accordion, click to expand answers
Generate this type →🛒 Product
Describes product name, image, price, stock status, average rating, review count. Required schema for shopping search results and price-comparison snippets.
Rich result · Price, rating, stock indicators, Shopping tab listings
Generate this type →JSON-LD and Schema.org at a Glance
Schema.org is a vocabulary project jointly founded by Google, Microsoft, Yahoo, and Yandex in 2011. It provides standard tagging so machines can read web content semantically ("this paragraph is a product price", "this paragraph is an author name"). JSON-LD is the Google-recommended serialization format for embedding this vocabulary in HTML. Because it lives in a standalone <script type="application/ld+json"> block separate from body markup, JSON-LD is the easiest format to maintain.
What changes when you add structured data
- Larger SERP footprint - FAQs and HowTos take 2-3x more height than standard blue links.
- Visual emphasis - Ratings, prices, thumbnails, and cook times are added to your listing.
- Special surface entry - Top Stories, Discover feed, Shopping tab, and Knowledge Panel all require structured data as a prerequisite.
- Voice search answers - Google Assistant prefers structured responses when citing sources.
When Google actually shows rich results
Structured data is the minimum requirement to become a candidate for rich results. Actual display depends on page quality, user intent, and competition, so structured data does not guarantee 100% display. But without it, you cannot even be a candidate.
5 Key Types Not Supported by the Generator
These types are not yet form-supported in the JSON-LD Generator, but writing them manually based on official documentation and placing them in a <script type="application/ld+json"> block produces the same recognition.
🍳 Recipe
Describes ingredients, cook times, instructions, nutrition info, and ratings. Image, cook time, and star rating appear together, producing the highest CTR lift of any type.
Rich result · Recipe carousel, cook time / calories / rating
Not supported (manual)🎫 Event
Describes date, venue (online/offline), price, and availability. Google Events tab exposure and ticket link emphasis expanded in 2024.
Rich result · Event card, date / venue / sold-out status
Not supported (manual)📍 LocalBusiness
Describes address, hours, phone, and geo coordinates. Core schema for local SEO, integrated with Google Maps and Business Profile.
Rich result · Map pack, hours, one-tap phone
Not supported (manual)📝 HowTo
Describes step order, per-step images, time required, and materials. Google scaled back display after 2023 but Bing and Naver still recognize it.
Rich result · Step-by-step cards (Bing), time required
Not supported (manual)🎬 VideoObject
Describes title, thumbnail, duration, upload date, and description. Nearly the only route for non-YouTube external sites to enter the video carousel and Key Moments features.
Rich result · Video carousel, thumbnail / duration
Not supported (manual)Validation & Deployment Workflow
Structured data is not "set and forget". Manage it in three stages: Validate → Deploy → Monitor. Here are the tools for each stage.
- JSON-LD generation - Use the JSON-LD Generator to create 6 types via form input and copy the output. Format or minify the result further with the JSON Formatter.
- Validation - Run Google Rich Results Test to check rich-result eligibility, and Schema Markup Validator for Schema.org syntax itself.
- Crawl permission - Confirm the page with structured data is not blocked in
robots.txtusing the Robots.txt Generator. - Monitoring - After deployment, check Search Console's Enhancements report weekly for per-type valid/error/warning counts. Re-submit Sitemaps when bulk errors are detected to accelerate recrawling.
Checklist for static HTML
- Place
<script type="application/ld+json">blocks anywhere inside<head>or<body>. - For multiple types on one page, use separate script blocks per type, or combine them into a single
@grapharray. - Always set
@contextto"https://schema.org". - Structured data declaring information not present in the actual body (fake FAQs, fake ratings) violates spam policies.
Frequently Asked Questions
What is the difference between Schema.org and JSON-LD?
Schema.org is a vocabulary for describing web page semantics. JSON-LD is a serialization format for embedding that vocabulary in HTML. Alternatives include Microdata and RDFa, but Google officially recommends JSON-LD.
Can I place multiple types on the same page?
Yes. The common pattern is BreadcrumbList on every page plus a page-specific primary type (Product, Article, FAQPage, etc.). Place each in its own <script type="application/ld+json"> block, or combine them into a single @graph array.
Which type produces the highest CTR lift?
Based on Google's published cases, Recipe, Product, and FAQPage claim the largest SERP footprint. FAQPage in particular expands as an accordion displaying 2-5 questions, often doubling visual real estate at the same ranking.
Does broken structured data hurt SEO?
Syntax errors are simply ignored by Google, so there is no direct penalty. However, fake reviews or structured data inconsistent with body content can trigger manual spam actions. Monitor the 'Enhancements' report in Search Console regularly.
Do Korean search engines (Naver, Daum) recognize JSON-LD?
Naver has officially supported major types (FAQPage, Article, Product, BreadcrumbList, VideoObject) since 2024 and uses them in Smart Blocks and SERP enhancements. Daum and Bing also recognize Schema.org-based JSON-LD, though each engine manages its own rich result display policy.
Are mobile and desktop rich results different?
Yes. Mobile shows larger thumbnails, star ratings, and FAQ accordions due to narrower screens, plus mobile-only surfaces like the Discover feed. Desktop emphasizes Knowledge Panels and image carousels. Verify both views with Rich Results Test.
Why use JSON-LD instead of AMP, Microdata, or RDFa?
JSON-LD sits in a standalone script block separate from body markup, so you don't modify existing HTML. It's easy to manage across server-side rendering, CMS, and static sites. Google reduced AMP emphasis after 2024, and Microdata/RDFa are rapidly migrating to JSON-LD.
Can I add manual JSON-LD when a CMS plugin auto-generates it?
Adding is possible but duplicating the same type makes it unclear which version Google uses as reference. When a plugin already outputs Article/BreadcrumbList, add manual JSON-LD only for types the plugin doesn't cover (FAQPage, Product, etc.).
Last updated: 2026-04-19. Sources: Google Search Central documentation, Schema.org official documentation, Naver Search Advisor.