Schema markup that writes itself.

What schema markup is

Schema markup is structured data you add to a page so search engines can understand it without guessing. A person reading a recipe page sees ingredients, cooking time and reviews. A search engine sees text and has to work out which numbers are minutes and which are calories. Schema labels each piece: this is the recipe name, this is the cooking time, this is the average rating.

The vocabulary comes from Schema.org, a shared standard supported by Google, Bing and other search engines. The most common way to add it is JSON-LD, a small block of code in the page that sits apart from the visible content. Rilea SEO writes JSON-LD for you, based on your settings and the content of each page.

Why it matters

Schema doesn’t directly push a page up the rankings, but it helps in three ways.

Eligibility for rich results. Many enhanced search results, such as product prices and availability, review stars, recipe details, event dates and breadcrumbs in place of a URL, depend on structured data. Without it, a page can’t qualify.

Clearer understanding. Schema tells search engines who publishes the site, who wrote an article, what a product costs and where a business is. That reduces ambiguity, especially for brand names or products that share names with other things.

Context for AI assistants. Search features and assistants that summarise web content can use structured data to identify facts correctly, such as a price, an opening time or an author.

The site graph Rilea SEO builds

Rather than adding isolated snippets, Rilea SEO outputs a connected graph on every page. Each item refers to the others, so search engines can see how everything fits together.

• Organization or Person. Who is behind the site, with your name, logo or photo, and the social profiles you list, which become sameAs links. You choose which one in Rilea SEO, then Settings, then Schema.
• WebSite. Your site as a whole, linked to its publisher, with a SearchAction that tells search engines how your site search works.
• WebPage. The current page, linked to the website it belongs to.
• BreadcrumbList. Where the page sits in your site’s structure.
• Author. For articles, the person who wrote them.
• Primary image. The main image for the page.
• The page’s own type. An Article, Product, Event or whichever type fits, linked to the page it appears on.

Because everything is connected, search engines don’t see five unrelated statements. They see one consistent description of the page, the site and the people behind it.

Choosing a schema type

Rilea SEO sets a default schema type for posts, pages and products, which you can change in Rilea SEO, then Settings, then Schema. For individual posts, you can choose a different type in the Rilea SEO panel and fill in its fields. The builder covers more than 20 types, including:

• Article, BlogPosting and NewsArticle for written content
• Product for things you sell
• Service for services you offer
• LocalBusiness for physical locations
• Event for dated events with a place and time
• Recipe with ingredients, steps, times and nutrition
• Video for pages built around a video
• Course for educational courses
• JobPosting for vacancies
• Review for reviews of a specific item
• SoftwareApplication for apps and software
• Book, Person, PodcastEpisode and Dataset for more specialised content

Pick the type that describes the main thing on the page. A blog post reviewing a camera is an Article that contains a Review; a product page selling the camera is a Product.

Blocks that write their own schema

For the block editor, Rilea SEO adds four blocks that create content and markup together:

• FAQ. Add questions and answers; Rilea SEO outputs FAQPage schema.
• How-To. Add steps; Rilea SEO outputs HowTo schema.
• Table of contents. Builds a linked list of the headings on the page.
• Breadcrumbs. Shows the page’s position in your site, with BreadcrumbList schema.

Shortcodes are available for the same features if you use a page builder or the classic editor.

A note on rich results

It’s worth being realistic about rich results. Search engines decide what to show, and they change their rules. Google has stopped showing How-To rich results and now shows FAQ rich results only for a small number of authoritative government and health sites. The markup is still valid and still helps search engines understand your content, which is why Rilea SEO continues to output it, but you shouldn’t expect an FAQ block to change how your page looks in Google.

Product, review, recipe, event, video and breadcrumb rich results remain widely used, and those are where accurate schema makes the most visible difference.

Custom JSON-LD

Sometimes you need a type or property the builder doesn’t cover. In the Rilea SEO panel, you can paste your own JSON-LD for any post. Use it for specialised types, extra properties on an existing type, or markup your team already maintains elsewhere. Validate it before saving, and make sure it doesn’t duplicate a type Rilea SEO is already outputting for the same page.

Testing your schema

After setting up schema, check a few pages:

1. Google’s Rich Results Test shows which rich results a page is eligible for and flags missing required properties.
2. The Schema.org validator checks the markup against the full vocabulary, including types Google doesn’t use for rich results.
3. Google Search Console reports schema errors across your site in its enhancement reports once Google has crawled your pages.

Common schema problems

• Duplicate schema. If your theme or another plugin also outputs schema, you can end up with two Product or Organization entries that disagree. Turn off the other source, then test again.
• Marking up content that isn’t on the page. Schema should describe what visitors can see. Adding review ratings or prices that don’t appear on the page goes against search engine guidelines.
• Outdated details. A price, date or opening time in schema that doesn’t match the page causes confusion. Rilea SEO builds schema from your content and settings, so keeping those up to date keeps the schema accurate.
• Missing required properties. Some types need specific fields to qualify for rich results. The Rich Results Test lists what’s missing.

Schema on Shopify

Rilea SEO for Shopify outputs Product schema priced in the shopper’s currency, with GTIN from variant barcodes, an offer per variant for products with up to 10 variants, review ratings from Shopify’s standard review fields, and shipping and returns details if you set them. Collections get CollectionPage schema, blog posts get BlogPosting, and every page gets breadcrumbs. You can choose other types per item, paste custom JSON-LD, and use the built-in schema validator to find duplicates between the app and your theme.

Setting up schema, step by step

1. Describe your site. Go to Rilea SEO, then Settings, then Schema. Choose whether the site represents an organization or a person, enter the name, upload a logo or photo, and add your social profile URLs, one per line.
2. Set default types. In the same tab, choose the default schema type for posts, pages and, if you run WooCommerce, products. Most blogs use Article or BlogPosting for posts and WebPage for pages.
3. Turn on breadcrumbs. In Rilea SEO, then Settings, then Breadcrumbs, turn them on and add the breadcrumbs block, shortcode or template function to your theme, so visitors see them too.
4. Adjust individual pages. For pages that need a different type, such as an event, recipe or job posting, open the Rilea SEO panel, choose the type and fill in the fields.
5. Test. Run your homepage, a post and a product or service page through the Rich Results Test.

Schema for different kinds of sites

Blogs and publishers

Articles benefit most from accurate authorship and dates. Make sure each author has a proper profile, set a featured image on every post, and use NewsArticle for news content if you publish in Google News. A clear Organization entry with a logo helps search engines connect your articles to your brand.

Local businesses

LocalBusiness schema carries your name, address, phone number, opening hours and location. Rilea SEO’s local SEO settings fill this in for your main business and each extra location, so the details on your site match your Google Business Profile.

Online stores

Product schema with price, availability, brand and identifiers such as GTIN is what qualifies product pages for richer shopping results. Shipping and return details add to that. Reviews add ratings, but only mark up reviews that actually appear on the page.

Service businesses and agencies

Use Service for individual service pages, with a clear description of what you offer and where. Combine it with LocalBusiness if you serve customers from a physical location.

Software and apps

SoftwareApplication describes an app’s name, category, operating system and price. It suits product pages for plugins, apps and online tools.

Events and courses

Event schema needs a name, date, time and location or online link, and Course schema needs a name, description and provider. Both are easy to get wrong when details change, so update the schema whenever the event or course does.

Schema and social tags are different things

Schema is sometimes confused with Open Graph and X card tags, because both are hidden metadata in the page. They do different jobs. Schema describes what the page is for search engines. Open Graph and X tags control how the page looks when someone shares it on social media: the title, description and image in the preview card. Rilea SEO outputs both, from separate settings, so you can have a precise schema description and a share image designed for social feeds on the same page. If a shared link shows the wrong image, check the Social section of the Rilea SEO panel, not the schema.