Schema markup is code added to a website's HTML that helps search engines understand the meaning of page content, not just the words it contains. It is a form of structured data that provides context, allowing Google to display richer results in search.
How is schema markup different from regular HTML?
Regular HTML tells a browser how to display content. Schema markup tells search engines what the content means. A page might display "4.8 stars from 120 reviews" as plain text, but without schema, Google reads those as generic characters. With schema markup correctly implemented, Google understands they are review ratings and may display them as star ratings directly in the search results.
What types of schema markup are most commonly used?
The most widely used schema types include:
FAQ: marks up question and answer content on a page.
Review and Rating: enables star ratings to appear in search results.
Organisation: provides business details such as name, address, phone number, and logo.
Product: used on e-commerce pages to display price, availability, and ratings.
Article: helps Google identify editorial content and display publication dates.
Local Business: reinforces name, address, phone, and opening hours for businesses targeting local searches.
How does schema markup affect search results?
When Google reads structured data successfully, it may display enhanced results called rich results. These can include star ratings, FAQ dropdowns, product prices, event details, and more. Rich results stand out visually and typically achieve higher click-through rates than standard listings. Schema markup does not guarantee rich results: Google decides whether to display them based on its own assessment of content quality and relevance.
[Screenshot: Google search results showing a rich result with star ratings and FAQ accordion entries below the page title. Alt text: Google search result displaying rich result with star ratings and expandable FAQ entries.]
Does schema markup directly improve rankings?
Schema markup is not a direct ranking factor in the way that backlinks or content quality are. Its primary value is indirect: by helping Google understand your content more accurately, you improve eligibility for rich results and increase the chance of appearing in the right searches. For local businesses in Thailand, Local Business schema also reinforces the signals that support local pack visibility.
How do I add schema markup to my website?
Schema markup can be added directly to page HTML, through Google Tag Manager, or via plugins within a CMS. For websites without a CMS, implementation typically requires a developer. At Phoenix Media, we include schema markup as part of technical SEO work, prioritising the types most relevant to the client's content and commercial goals.
Related KB articles:
• What is Technical SEO
• What is E-E-A-T
• What is Local SEO and How Does it Work
External links:
• Google Rich Results Test
• Schema.org, full schema type library