What is Schema Markup?
Schema markup is a standardised vocabulary of code you add to a page so search engines understand what the content means rather than just what it says. Google reads it and can then show richer listings: star ratings, price bands, event dates, FAQ dropdowns. It sits in the HTML, invisible to visitors. Google recommends JSON-LD, which loads as a script block and leaves your visible layout alone.
Structured Data
How schema markup works
You drop a JSON-LD script into the head or body of the page, declare a type such as Hotel or Product or RealEstateListing, and then fill in the properties that matter for that type: name, address, priceRange, aggregateRating.
Google crawls the page, parses the block, and matches your declared properties against what it can already see in the visible HTML, which is the quiet step that decides whether any of this works. That matching matters. The markup has to describe content a visitor can actually find, so a boutique hotel in Cyber Hub declaring room rates of ₹6,500 to ₹11,000 in its schema needs those same rates published where guests can read them.
Once Google trusts the block, eligibility for rich results opens up. Eligibility, not a guarantee. Google decides per query whether to render the enhanced format.
Where teams get it wrong
The most common failure is markup describing something the page does not contain, as when an agency adds FAQ schema to a Gurugram builder’s project page, the questions never appear on screen, and the rich result quietly stops showing. Google treats that as a mismatch.
Second problem: markup added once and never touched again. Your Shopify store changes its price, the theme updates the visible number, and a hardcoded schema block carries on announcing last season’s figure to Google for months. Now your listing lies.
Third, stacking every type available, so Organization, LocalBusiness, Product, Review and BreadcrumbList all end up crammed onto one thin page in the hope that sheer volume counts for something. It reads as manipulation. It will not help.
What this looks like in practice
For a Delhi NCR real estate brand the useful set is small, really just RealEstateListing or Product on each project page, Organization on the homepage carrying the registered office address, and BreadcrumbList across the site. Add the RERA registration number as an identifier property, since it is legally required on your advertising anyway and it doubles as a trust signal.
Hospitality clients get more from Hotel plus Restaurant markup with correct opening hours and a geo block, and a Khan Market restaurant that keeps those hours matching across schema, Google Business Profile and Zomato tends to hold a cleaner knowledge panel. Test in the Rich Results Test first. Always.
Related terms: SERP Features · Server-Side Tracking · Session Recording.
Where this shows up in the work: SEO & AI Search · Full glossary.
Schema Markup — questions, answered.
No. Schema is not a ranking factor on its own, but it makes your listing eligible for richer formats that occupy more space in results, which tends to lift click-through over time.
JSON-LD. Google states a preference for it, and it is far easier to maintain because the block sits separately from your visible HTML rather than tangling attributes through your templates the way Microdata and RDFa both do.
Last updated 2026-08-08
Ready to replace guesswork with a growth engine?
Book a 30-minute strategy call. We’ll show you exactly where your funnel is leaking, before you spend a dollar.