Schema checker

What is schema markup?

Schema markup, also called structured data, is code in a page’s HTML that tells search engines what the page describes, in a standard format: your business’s name, address and opening hours, a product’s price, or an article’s author and date. Visitors don’t see it; Google uses it to understand the page.

Its vocabulary comes from schema.org, founded by Google, Microsoft, Yahoo and Yandex, and it can be written as JSON-LD, microdata or RDFa. Google’s introduction to structured data says all three are fine when valid, and recommends JSON-LD where your site allows it. Our checker checks JSON-LD, and counts microdata and RDFa without checking them.

What are rich results and rich snippets?

Rich results are Google search results with extras drawn from structured data, such as review stars, a price, event details or a breadcrumb trail – often called rich snippets. Google’s search gallery lists the features it supports today.

Markup makes them possible, not certain. Google’s structured data guidelines say an item missing a required property can’t appear as a rich result, that more recommended properties make a better result, and that Google doesn’t guarantee structured data will show up at all. The markup must also match what visitors can see.

Which schema types does Google still use?

Business, article, breadcrumb, product, event and site name markup, among others – but no longer FAQ or how-to markup.

Google asks a local business to use the most specific type that fits, such as Dentist or Plumber; our checker knows every subtype of LocalBusiness in schema.org’s September 2026 release.

Why don’t my FAQ dropdowns show any more?

Because Google stopped showing FAQ rich results for every site on 7 May 2026, as its documentation updates record. It had already limited them to well-known government and health websites in August 2023, when it also began phasing out how-to results, which had gone by that September.

You don’t have to remove FAQPage or HowTo markup: Google said in 2023 that unused structured data causes no problems for Search, though it has no visible effect. Our checker gives it a note, not a fail.

Why aren’t my review stars showing?

If they’re reviews of your own business, Google won’t show them. Its review snippet guidelines say that when a business controls the reviews about itself, its pages with LocalBusiness or Organization markup don’t get stars – whether the reviews are in its own markup or come from an embedded widget, such as Google or Facebook reviews. Stars are for things like products, events, recipes and software, and for sites that review other businesses. Our checker notes them, and leaves review markup out of the markup it suggests.

Why can’t the checker find my schema?

If your markup is added by JavaScript after the page loads, our checker can’t see it: it reads the HTML your server sends, without running scripts, so markup from Google Tag Manager or some plugins isn’t there. Google can see it – it reads structured data added with JavaScript when it renders a page – and suggests testing such pages by address in its Rich Results Test.

To check it here, copy the page’s HTML from your browser’s developer tools – not View source, which shows the page before scripts run – choose “Paste your page’s HTML instead” and paste it. Do the same if the checker can’t read your page, usually because the site’s security turned it away or the site didn’t answer within 8 seconds.

How do I add schema in WordPress, Squarespace, Wix or Shopify?

Most builders and SEO plugins add some markup for you, so check a page first to avoid describing your business twice.

WordPress

The free Yoast SEO plugin adds Organization, WebSite, WebPage, Article and breadcrumb markup itself: choose Organization and add your business’s name, logo and social profiles under Yoast SEO › Settings › Site representation. Markup for your address and opening hours comes with Local SEO, part of Yoast SEO Premium. In Rank Math, enter your business type, address and opening hours under Rank Math SEO › Titles & Meta › Local SEO.

Squarespace

Squarespace adds its own markup for blog posts, events, products, your business and the site, which you can’t edit or remove. To add more to a page, click the gear icon beside it in the Pages panel, choose Advanced and paste it into Page Header Code Injection. Code injection needs a Core, Plus or Advanced plan, or some legacy plans.

Wix

Wix adds its own markup to store products, bookings services, blog posts and events. To add more, open Pages & Menu in the editor, click the page’s More Actions icon and go to SEO basics › Advanced SEO › Structured Data Markup › Add New Markup. Wix accepts JSON-LD only.

Shopify

Shopify’s themes include product markup. Business markup goes in your theme’s code: from Online Store in your admin, click the horizontal menu icon and choose Edit code, duplicating the theme first as Shopify advises. Shopify usually blocks automated checks like ours, so paste your page’s HTML instead.

Reading your results

• Fail – a JSON-LD block isn’t valid JSON, so Google can’t read anything in it, or an item lacks a property Google requires, such as a LocalBusiness with no address, which stops it appearing as a rich result.
• Warning – an item misses something Google recommends, such as your phone number, opening hours or logo, or has a problem Google documents, such as an online-only event. Markup with no @type also gets a warning.
• Note – worth knowing: no structured data in the HTML, FAQ or how-to markup, reviews of your own business, a business page with no business markup, microdata or RDFa, types we don’t check, or smaller things such as a phone number without its country code.
• Pass – every item of a type we check has everything Google lists as required and the main properties it recommends. That means it meets the requirements we check, not that Google will show a rich result.

Under “What we found”, each item gets a card showing what Google does with it and what’s missing. Where your business markup needs work or seems to be missing, the checker suggests Organization or LocalBusiness markup to fill in and add to your home page.

Common questions

Does schema markup help my Google ranking?

Google doesn’t say it does. It describes structured data as a way to understand pages and make rich results possible. Even a manual action over markup that breaks Google’s guidelines removes rich results without, Google says, affecting how the page ranks.

Does schema help with AI Overviews or ChatGPT?

Google says there’s no special structured data you need to add to appear in AI Overviews or AI Mode, though any you have should match the page’s visible text. We don’t claim markup gets a business mentioned by ChatGPT or other AI tools.

How is this different from Google’s Rich Results Test?

Google’s test shows which rich results Google can generate from a page, including markup added by JavaScript. Ours explains what each type is for, flags features Google has dropped and writes markup for your business. Use ours to find what to fix, and Google’s to confirm.

Does the checker test my whole site?

No. It checks one page at a time. Start with your home page, where Google suggests putting your business markup, then one page of each type, such as a product, a blog post or an event. Each connection can run 15 checks a day.

What do you keep when I run a check?

Not your results. Pasted HTML is checked in memory and never stored or logged. For 7 days we keep a short log of each check: the tool, the domain, the outcome, how long it took and a code for your connection that changes daily. We never store your IP address, and the counts behind the daily limits are deleted after 48 hours. Cloudflare, which runs the checker and its Turnstile bot check, does process your IP address. Our privacy policy and About our checker have the details.