Essential Schema Types
You do not need every schema type — just the right ones for your pages. Here are the handful that deliver the most value, with real JSON-LD you can adapt.
The types worth knowing
- Organization / LocalBusiness — your brand and contact details (great for local SEO).
- Article / BlogPosting — blog and news content.
- Product + Offer — e-commerce, unlocks price and rating.
- FAQPage — expandable Q&A in the SERP.
- BreadcrumbList — the breadcrumb trail under your title.
- Review / AggregateRating — star ratings.
Combine them thoughtfully
A single page often uses several types together — for example a product page with Product, Offer, AggregateRating and BreadcrumbList. Google reads them all. Just make sure every value matches what a visitor actually sees.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "How much does SEO cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "It depends on scope. Most SMEs start with a focused package."
}
}]
}
</script>Each question is a Question with an acceptedAnswer. Add more objects to the mainEntity array for more Q&As.
The answer text must match the visible FAQ on the page word-for-word in meaning. Google can show these as a dropdown directly in results.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Naryon Tech",
"telephone": "+91 90033 65439",
"address": {
"@type": "PostalAddress",
"addressLocality": "Tiruchirappalli",
"addressRegion": "Tamil Nadu",
"addressCountry": "IN"
},
"geo": { "@type": "GeoCoordinates", "latitude": 10.99, "longitude": 78.36 },
"areaServed": ["Chennai", "Tiruchirappalli"]
}
</script>This is the exact pattern that helps a business show up for local and “near me” searches.
geo and areaServed tell Google where you are and who you serve. This is a core Local SEO signal.
Pro tips
- Start with Organization/LocalBusiness on your homepage or contact page — it is high value and simple.
- For blogs, add Article + BreadcrumbList. For shops, add Product + Offer + AggregateRating.
- Reuse a template and change the values — the structure repeats across types.
Common mistakes
- Marking up a rating you do not actually collect and show (a policy violation).
- Using Product schema on a category page instead of a single product page.
- Forgetting BreadcrumbList, which is one of the easiest wins.
Focus on a few high-value schema types: Organization/LocalBusiness, Article, Product+Offer, FAQPage, BreadcrumbList and Review. Combine them per page and keep every value matched to visible content.