Schema Markup: Which Types Actually Earn Results
There are hundreds of schema types. These are the ones that produce visible outcomes.
Technical SEO
Types with direct SERP impact
FAQPage produces expandable questions in results and feeds AI answer extraction. Product with offers and reviews drives price and rating display. Article strengthens news and blog eligibility. BreadcrumbList replaces the URL with a readable path. LocalBusiness feeds knowledge panels and map results.
Types worth adding even without visible results
Organization establishes entity identity, which increasingly matters for how language models understand who you are. Person schema on author pages supports E-E-A-T. HowTo structures instructional content for extraction even where the rich result has been reduced.
Implementation rules
Use JSON-LD, not microdata. Only mark up content actually visible on the page. Validate with the Rich Results Test before deploying. Never mark up content that does not exist, which is a manual action waiting to happen.
Key takeaways
- FAQPage and Product schema produce the most visible SERP impact
- Organization schema increasingly matters for AI entity recognition
- Use JSON-LD and only mark up visible content
- Validate before deploying to avoid manual actions
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