Schema Markup and JSON-LD Implementation Service

Description

Service Schema markup and structured data implementation

Structured data is machine-readable markup that tells search engines what a page is about. WavX maps each page type on your site to the schema.org types that fit, writes the JSON-LD from the same data that renders the page, validates it and monitors it in Search Console. Markup makes a page eligible for specific rich results. It is not a ranking boost.

Discuss your SEO/GEO/AEO strategy Last updated 2 October 2026

What structured data does, and what it does not

Structured data is a standard format for stating facts about a page in a form a machine can read without guessing: this page is a product, this is its price, this is the organisation that sells it. The vocabulary comes from schema.org, and the usual format is JSON-LD, a block of data placed in the page alongside the visible content.

Google's documentation gives it two uses. Google uses structured data to understand the content of a page, and certain types make a page eligible for an enhanced listing, called a rich result. Three limits are stated just as plainly:

Eligible is not the same as shown. Google says correct markup may still not appear in search results.

It is not described as a ranking factor. The documentation presents markup as a way to understand pages and qualify for features. It does not say markup raises a page's position, and WavX does not sell it as if it did.

It is not a route into AI answers. Google's guide to its generative AI features says structured data is not required for them and that there is no special schema.org markup to add. Its one piece of advice on the subject is that markup should match the visible text.

That leaves a narrower, real job: describing each page accurately, qualifying for the rich results that exist, and not breaking the rules that remove that eligibility.

Which rich results exist now

The list changes. These are features in Google's search gallery that matter to most business sites, with their documented conditions as of October 2026.

Feature

Where it belongs

What Google documents

Condition worth knowing

Product: merchant listing

A page where a shopper can buy one product

Price, availability, ratings, shipping and return details in results

Needs a name, an image and an offer with a price above zero and a currency. Category pages do not qualify

Product: product snippet

A product page that does not sell directly, such as a review

Ratings and review details

For pages where people cannot buy the product on the page

Review snippet

Products, events, courses, software, recipes and other listed types

Star ratings and review excerpts

A business marking up reviews of itself on its own site with LocalBusiness or Organization is ineligible. Fake or undisclosed incentivised reviews are prohibited

Breadcrumb

Any page inside a hierarchy

The page's position in the site hierarchy

Shown on desktop only

Organization

The home page or about page

Logo and company details Google can use in results and a knowledge panel

No required properties; add what is true and relevant

Local business

The page for each physical location

Opening hours and other details in a knowledge panel

Needs a name and an address

Article

Blog posts and news

Better title, image and date in results

No required properties; author and dates are recommended

Event, Job posting, Video, Software app, Course list

Pages of that kind

A listing format specific to each

Each has its own required properties and content rules

Features that no longer exist matter as much, because agencies still sell them:

FAQ. Google's documentation updates record that the FAQ rich result stopped appearing from 7 May 2026, and the documentation was removed on 15 June 2026.

How-to. Removed in 2023.

Practice problems. Documentation removed in January 2026.

Course info, estimated salary, learning video, special announcement and vehicle listing. Documentation removed in September 2025.

A type can also be valid schema.org vocabulary with no Google feature behind it. Service and FAQPage are examples as of October 2026. They may be worth including for accuracy and for other consumers of the data, but nothing should be promised on the strength of them. WavX checks the gallery on the day of each build, not from memory.

How WavX implements it

Inventory the page types. A site has templates, not pages: home, service, product, category, article, location, contact. Each template is mapped to the schema.org types that describe it.

Separate eligible from descriptive. Every type in the map is marked as either tied to a documented Google feature or descriptive only, so you know what each one can and cannot earn.

Write the markup from the page's own data. The JSON-LD is generated from the same record that renders the visible page: the same price, the same stock status, the same author. Markup typed by hand drifts from the page as prices and content change.

Render it on the server. The markup is in the HTML the server sends. Google can read markup injected by JavaScript, but server output removes a point of failure.

Keep mobile and desktop identical. Google indexes from the mobile version of a page and says both versions should carry the same structured data.

Validate. Google's Rich Results Test shows which Google rich results a page can generate. The Schema Markup Validator checks all schema.org markup without Google-specific warnings. Both are run on every template.

Monitor. After release, the rich result reports in Search Console list valid and invalid items. An item with a critical issue cannot appear as a rich result, so those are fixed first.

A small example of the output, for an organisation's home page. The values are placeholders.

"@context": "https://schema.org",

"@type": "Organization",

"name": "Example Traders Private Limited",

"url": "https://www.example.com",

"logo": "https://www.example.com/logo.png",

"email": "hello@example.com",

"address": {

"@type": "PostalAddress",

"addressLocality": "Jaipur",

"addressRegion": "Rajasthan",

"addressCountry": "IN"

What you receive

A markup map : a table of every page type, the schema.org types on it, the source of each property in your data, and the Google feature it qualifies for, if any.

The markup itself , built into the templates in your repository or theme, not pasted into individual pages.

Validation results for each template from both testing tools.

A list of what was deliberately left out , with the reason. Typical entries are review markup the site is not eligible for and types whose rich result Google has withdrawn.

A monitoring note : which Search Console reports to watch and what a new error in each one means.

On stores, this work overlaps with product data and variants, covered under e-commerce SEO . On Shopify, the theme and apps decide much of what is output; see Shopify SEO .

The rules that cost sites their rich results

Google's structured data guidelines are short, and breaking them has a defined consequence.

Markup must describe content that is visible to the visitor on that page. Marking up a rating, a price or a question that the page does not show is a violation.

Markup must not be misleading or irrelevant to the page.

Every required property for the feature must be present.

Reviews must be real, visible on the page, and not self-serving in the sense described in the table above.

A page that breaks these can receive a structured data manual action. Google's guideline says this means the page loses eligibility for rich results. It also says the action does not affect how the page ranks in web search. The faults a technical audit usually turns up are less dramatic: two plugins outputting conflicting markup, prices in markup that no longer match the page, and required properties missing on half the catalogue.

What it cannot promise

That a rich result appears. Google decides per query and per page, and says valid markup may not be shown.

That a feature stays. The removals listed above have all happened since 2023. Work done for a feature has to be judged with that in mind.

A higher position. Nothing in Google's documentation supports that claim.

AI citations. Google says no special markup is needed for its AI features. For what does influence visibility in AI answers, see generative engine optimisation .

When you do not need this service

If your platform, theme or SEO plugin already outputs valid markup for your main page types, and the Rich Results Test agrees, leave it alone.

If the site is a brochure of a few pages, the useful markup is Organization or Local business on one or two pages. That is a small job for whoever maintains the site, not a project.

The service is worth paying for on catalogues and content sites with many templates, on custom builds where nothing is generated by default, and after a redesign or platform change that silently dropped the markup the old site had.

Frequently asked questions

Does schema markup improve rankings?

Google's documentation does not describe it that way. It says structured data helps Google understand a page and makes the page eligible for certain rich results, and that even correct markup may not be shown. We implement it for eligibility and accuracy, and we do not sell it as a ranking factor.

Will structured data get us cited in AI Overviews or ChatGPT?

We cannot promise that, and Google's own guide says structured data is not required for its generative AI features and that no special schema.org markup needs to be added. What Google does ask is that markup matches the visible text. Accurate markup is good practice; it is not a lever for AI citations.

Is FAQ schema still worth adding?

Not for a Google rich result. Google's documentation updates record that the FAQ rich result stopped appearing in Search from 7 May 2026 and that its documentation was removed in June 2026. FAQPage is still valid schema.org vocabulary, so existing markup does not need to be torn out, but it should not be bought as a feature.

Which format do you use?

JSON-LD. Google supports JSON-LD, Microdata and RDFa, and recommends whichever is easiest to implement and maintain, which it says is JSON-LD in most cases. It sits in one block, separate from the page's HTML, so it is easier to generate from data and to test.

Our platform already adds schema. Do we need this?

Possibly not. Run your main page types through Google's Rich Results Test first. If the markup is valid, complete and matches the page, there is nothing to buy. We are useful when the markup is missing, wrong, duplicated by several plugins, or out of step with what the page shows.

How much does it cost?

We do not publish a price for SEO work. Structured data is quoted after an audit of the page types involved, because the cost depends on how many templates there are and how clean the underlying data is.

Sources

Google Search Central: Introduction to structured data markup in Google Search · read 2 October 2026

Google Search Central: General structured data guidelines · read 2 October 2026

Google Search Central: Structured data markup that Google Search supports (search gallery) · read 2 October 2026

Google Search Central: Latest documentation updates (FAQ, practice problem and other removals) · read 2 October 2026

Google Search Central: Optimizing your website for generative AI features on Google Search · read 2 October 2026

Google Search Central: AI features and your website · read 2 October 2026

Google Search Central: Product structured data · read 2 October 2026

Google Search Central: Merchant listing structured data · read 2 October 2026

Google Search Central: Review snippet structured data · read 2 October 2026

Google Search Central: Breadcrumb structured data · read 2 October 2026

Google Search Central: Organization structured data · read 2 October 2026

Google Search Central: Local business structured data · read 2 October 2026

Google Search Central: Article structured data · read 2 October 2026

Google Search Central: Schema markup testing tools · read 2 October 2026

Search Console Help: Rich result reports · read 2 October 2026

Google Search Central: JavaScript SEO basics · read 2 October 2026

Google Search Central: Mobile-first indexing best practices · read 2 October 2026

Related

Generative engine optimisation (GEO)

Technical SEO audit

E-commerce SEO

Shopify SEO

SEO and GEO services

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