Technical Foundations · 1.11
Schema Markup
Hidden code telling Google exactly what your page is about — price, location, business type — instead of it having to guess from the visible text alone.
Why this matters
The customer’s side
Two listings can appear right next to each other in Google's results, but one shows the price, photo, and rating directly in the search results while the other is just a plain blue link — the enhanced one is simply more likely to get clicked, purely because it looks more useful at a glance.
The search engine’s side
Not a ranking factor itself — but the switch that unlocks rich results
Google has said that having schema on a page doesn't push you up the rankings by itself. What it does do is unlock a "rich result": the same listing, but with extra details shown directly on the results page itself — a star rating with the number of reviews, or a price — pulled straight from your schema code, without anyone needing to click through first. If you were scrolling past ten plain-looking results and one suddenly had a star rating or a price shown, your eye would go straight to it. And because Google generally notices when a result keeps getting clicked more than others nearby, that extra clicking can, over time, become one small signal that helps your ranking too — though this last part is more "widely believed" than fully proven.
See it happen
Same listing, same search. One of these tells Google exactly what it's looking at.
No schema — plain result
rivingtons.co.uk
3-Bed Semi-Detached House For Sale, Oak Street
Guide price available on request. Contact us for viewing details and full particulars of this property…
Just a title and grey text. Nothing to catch the eye.
With schema — rich result
rivingtons.co.uk
3-Bed Semi-Detached House For Sale, Oak Street
★★★★★ 4.8 (127 reviews)
Guide price £450,000
3 bed · Semi-detached · Oak Street
Photo, rating, and price — pulled straight from the schema code.
How to check yours
Method 1 — Google's Rich Results Test
checks specifically for the schema types Google currently supports as rich results.
- 1.Open Google's Rich Results Test.
- 2.Enter your page's URL and run the test.
- 3.The result either lists your existing schema, or says "No items detected."
Method 2 — Schema Markup Validator, for full validation
checks all schema.org markup for correctness, not just the types Google currently turns into rich results — useful for catching syntax errors the Rich Results Test won't flag.
- 1.Open validator.schema.org.
- 2.Enter your page's URL and run the test.
- 3.Check for anything flagged in red.
How to fix what you find
No schema detected at all
take your real business details — name, address, phone, services — and ask an AI tool to generate JSON-LD schema markup from scratch.
- 1.Give ChatGPT or Claude your business details and ask for JSON-LD schema markup.
- 2.Add it to your site's header — usually a "custom code" area in your site builder.
- 3.No custom-code area? It's a quick, low-risk task to hand a developer.
Keeping on top of it
Site updates can silently break this without anything visibly changing on the page itself — worth re-checking monthly.
How Reyse handles this
Done With You
we generate the code and tell you exactly where to add it.
Done For You
we implement and monitor this directly, ongoing.