Schema markup

Schema markup (structured data) is code that describes a page’s content using the shared Schema.org vocabulary, so Google and AI systems can tell which organization, product or author a page is about. Put simply: labels for machines that visitors never see.

What is schema markup and which format to use

Google reads three formats: JSON-LD, Microdata and RDFa. Google recommends JSON-LD, a script block kept separate from the visible text, which makes it easy to add and maintain. The block can sit in the <head> or the <body> (Google Search Central, Introduction to structured data, accessed November 2026). Adtek’s AI Search checker only reads JSON-LD, so a site that uses Microdata will still be flagged as missing schema.

The 4 schema markup checks in the tool

• Organization or LocalBusiness: your business name, website, logo and contact details. Google has no required properties for it and only needs it on the home page or one About page (Google Search Central, Organization structured data, accessed November 2026).
• sameAs: URLs of other pages that clearly identify the organization, such as your Facebook page, LinkedIn page or YouTube channel (Schema.org, sameAs, accessed November 2026). The tool gives full points for 2 or more links and half points for 1.
• Page schema: WebPage, Article for blog posts, Product for product pages, Service for service pages.
• FAQPage: the questions and answers visible on the page.

Example of Organization with sameAs:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Công ty ABC",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/logo.png",
  "sameAs": [
    "https://www.facebook.com/congtyabc",
    "https://www.linkedin.com/company/congtyabc"
  ]
}
</script>

The logo should be at least 112x112px. If you run a physical store, change Organization to LocalBusiness and add your address and phone number.

Does FAQ schema still do anything?

From August 2023, Google showed FAQ rich results (the expandable Q&A under a search result) only for well-known, authoritative government and health sites (Google Search Central Blog, HowTo and FAQ changes, accessed November 2026). Starting May 7, 2026, Google stopped showing FAQ rich results entirely, and in June 2026 it removed the documentation (Google Search Central, Documentation updates, accessed November 2026).

FAQPage is still valid markup and still describes the Q&A for machines. It just no longer produces an FAQ result on Google. Add it only when the page has a real FAQ section.

Does schema markup help with AI Overviews or ChatGPT?

Nothing is guaranteed. Google says structured data makes a page eligible but does not guarantee a rich result, and it forbids marking up content readers cannot see (Google Search Central, General structured data guidelines, accessed November 2026). Google’s AI optimization guide says structured data is not required for generative AI search and there is no special schema to add, but you should keep using it as part of SEO (Google Search Central, AI optimization guide, accessed November 2026). OpenAI and Perplexity have not published how they use schema.

I still recommend doing Organization and sameAs first: Google uses them to tell you apart from organizations with similar names. Whether you get cited in AI Overviews still comes down to content and trust (E-E-A-T).

How to add schema markup when the tool flags it

1. WordPress with Yoast SEO: go to Yoast SEO, Settings, Site representation, choose Organization, enter the name, upload a logo, add your social URLs under Other profiles and click Save changes (Yoast, Site representation, accessed November 2026). Yoast outputs WebPage for pages and Article for posts automatically (Yoast, Schema implementation, accessed November 2026).
2. WordPress with Rank Math: go to Rank Math SEO, Titles & Meta, Local SEO, choose Company and enter the name, logo and URL. Under Social Meta, put one URL per line in Additional Profiles so Rank Math adds them to sameAs. Under Posts, set Schema Type to Article (Rank Math, Titles and Meta, accessed November 2026).
3. Shopify: the Dawn theme already outputs Organization, Product and Article. sameAs comes from Theme settings, Social media; enter full profile URLs, not usernames (Shopify Help Center, Theme settings, accessed November 2026).
4. Custom code, Haravan, Sapo: paste the JSON-LD block above into the home page <head>; post and product templates should add Article or Product. Category paths use BreadcrumbList.
5. FAQPage: if the page has an FAQ section, use the Yoast FAQ block or FAQ by Rank Math so the plugin generates the code.

After the fix, view the page source (Ctrl+U) and look for application/ld+json, then paste the URL into the Rich Results Test, accessed November 2026 to see which types Google reads, and the Schema Markup Validator, accessed November 2026 to check the syntax. Finally, rerun the AI Search checker on your home page.

Frequently asked questions

Does schema markup improve rankings?

Google does not call schema a ranking factor. It helps Google understand the page and makes the page eligible for rich results such as price and star ratings.

If I use Yoast or Rank Math, do I need to write schema by hand?

Usually not. Fill in your organization details and social profiles correctly. Write it by hand only when the plugin does not support the type you need.

For a review of schema and other technical items for AI Search, see Adtek’s SEO solution.