schema.org lists hundreds of types, which is intimidating. The good news: only a handful earn rich results in Google, and those are the ones worth your time. Here is the short map.
Types that earn rich results
- Article / BlogPosting — news and blog content
- Product with Offer — price, availability and review stars
- FAQPage — expandable Q&A
- HowTo — step lists
- BreadcrumbList — the path shown under the URL
- Event — event listings
- LocalBusiness — local packs and knowledge panels
- Organization — brand knowledge panel
- VideoObject — video rich results
- Review / AggregateRating — star ratings
Identity vs content
Two categories matter. Identity types (Organization, LocalBusiness, Person, WebSite) describe who you are. Add them once, site-wide. Content types (Article, Product, FAQ, HowTo) describe this page. Add them per page.
Rules that keep you out of trouble
- Mark up only what users can see
- Never fake reviews or ratings
- Use absolute URLs for images and pages
- One primary entity per page where possible
- Validate with the Rich Results Test before shipping
What to skip
Skip exotic types with no rich-result support, and avoid piling every type onto every page. Relevance beats volume.
Generate it
Our free generators cover the common types — Organization, Article, Product, FAQ, Breadcrumb and LocalBusiness. Paste your fields and copy clean JSON-LD.