AI Search Optimisation
8 min read
Schema Markup Explained: Which Types Every Business Website Needs
Schema markup is structured data that tells search engines and AI exactly what your pages describe. Here are the types that matter and how to add them.
Quick answer: Schema markup is structured data, usually written in JSON-LD, that describes the content of a page in a standard vocabulary from schema.org. It helps Google show rich results and helps AI systems understand who you are, what you offer and what each page is about. Most business websites should use Organization, LocalBusiness or ProfessionalService, WebSite, Service, Article or BlogPosting, FAQPage and BreadcrumbList.
Key takeaways
Schema does not replace good content; it labels it clearly for machines.
JSON-LD is the format Google recommends.
Schema must match what is visible on the page.
Validate with Google's Rich Results Test and the Schema Markup Validator.
Why does schema markup matter?
Rich results: eligible pages can show breadcrumbs, product details, reviews and more in search.
Entity understanding: search engines and AI connect your brand, location, services and people.
AI search: clearly labelled facts are easier for AI systems to extract and cite accurately.
Which schema types should a business website use?
Organization or LocalBusiness
Describes your company: name, logo, address, phone, email, social profiles and areas served. Place it on the homepage. Use ProfessionalService or a more specific LocalBusiness subtype where relevant.
WebSite
Identifies your site and publisher, and links it to your organisation.
Service
Describes each service page: what the service is, who provides it and where.
Article or BlogPosting
For blog posts and guides: headline, author, publisher, dates and image.
FAQPage
For pages with question and answer sections. Even where Google limits FAQ rich results, the structure helps AI understand question-answer pairs.
BreadcrumbList
Shows the page's position in your site hierarchy.
Product and Review
For ecommerce: price, availability, ratings and reviews.
How do you add schema to your site?
WordPress: SEO plugins add basic schema; custom code can extend it.
Framer: use page custom code or a code component that outputs JSON-LD from CMS fields.
Webflow: embed JSON-LD in page settings with CMS fields.
Shopify: themes include product schema; apps or theme edits add more.
What are common schema mistakes?
Marking up content that is not visible on the page.
Inconsistent business details between schema and the website.
Invalid JSON that breaks the whole block.
Adding the same organisation with different names on different pages.
How Fameweb implements schema
We implement schema as part of every website build and our AEO and GEO services, including on Framer sites using CMS-driven components. See also what llms.txt is and our Framer development work.
Frequently asked questions
Does schema improve rankings directly?
Schema is not a direct ranking factor, but it can improve how results appear and how well search engines and AI understand your content.
Is JSON-LD better than microdata?
JSON-LD is easier to manage and is the format Google recommends.
How do I test my schema?
Use Google's Rich Results Test and the Schema.org validator, then check Search Console enhancements.
