How to Decide Which Schema Markup is Right for Your Page

Learn a step-by-step approach for selecting the right schema markup for each page or post, boosting your website’s AI visibility and search performance.

May 30, 2025

Here’s a step-by-step approach for how a business should decide which schema markup to apply on each page or post:

🌟 Step 1: Understand the Page’s Primary Purpose

Ask:
✅ What is this page fundamentally for?
✅ What type of content does it represent?

Common types:

Product → Product schema
Service page → Service or LocalBusiness schema
Blog post → Article or BlogPosting schema
Event → Event schema
FAQ section → FAQPage schema
Recipe → Recipe schema
Video → VideoObject schema
Review → Review or AggregateRating schema

👉 Tip: Google’s Search Gallery has a good list of supported types.

🌟 Step 2: Match the User Intent + SERP Features

Ask:
✅ What kind of rich result or AI summary do I want this page to appear in?

For example:

Want featured snippets or FAQ boxes? Add FAQPage.
Want to appear in product carousels? Use Product.
Want your business details highlighted? Use LocalBusiness or Organization.
Want to boost events on Google? Add Event.

👉 Tip: Look at what top-ranking competitors use by running their pages through Google’s Rich Results Test or a tool like Schema Markup Validator.

🌟 Step 3: Prioritize High-Impact Pages

You don’t have to mark up everything at once.
✅ Start with money pages (e.g., product, service, lead gen)
✅ Then layer in blog posts, FAQs, events, and other content

👉 Pro tip: Focus on pages where schema unlocks specific features (e.g., reviews, ratings, FAQs) that boost clickthrough or visibility.

🌟 Step 4: Go Beyond Basics with Custom Schema

For advanced GEO, you can:
✅ Add sameAs links to connect entities to authoritative profiles (like Wikidata, LinkedIn, Google Business Profile)
✅ Use mainEntityOfPage and about to clarify the main entity the page is about
✅ Add speakable schema if you’re targeting voice search or AI summaries

👉 Pro tip: Use tools like Merkle’s Schema Markup Generator to build custom code snippets easily.

🌟 Step 5: Test and Validate

✅ Use Google’s tools to check for errors or warnings
✅ Check that the schema matches visible content (Google penalizes hidden or misleading markup)
✅ Monitor Search Console for schema-related enhancements over time

Example Table of Pages + Schema

Page Type	Suggested Schema Types
Homepage	Organization, WebSite, LocalBusiness
Product Page	Product, Offer, AggregateRating
Blog Post	Article, BlogPosting
Service Page	Service, LocalBusiness
FAQ Page	FAQPage
Event Page	Event
About Page	AboutPage, Organization
Contact Page	ContactPage

Summary

✅ Start with: What is the page’s purpose?
✅ Choose schema types that match the content + user intent
✅ Prioritize important pages
✅ Use tools to generate + validate
✅ Iterate over time to layer in more advanced, entity-rich schema

Tip: AI can audit your site or provide a checklist specific to your own page types! Would you like me to help map that out for your blog or website? 🚀

Frequently Asked Questions (FAQ)

1. Why is choosing the right schema markup important?

Choosing the right schema helps search engines and AI models understand your content better. It increases your chances of appearing in rich search results, voice assistant answers, and even AI-generated recommendations.

2. How do I know which schema type fits my page?

Start by asking: what is the primary purpose of this page? For example, if it’s a blog post, use BlogPosting; if it’s a product page, use Product; if it’s a tutorial, consider HowTo. Matching the schema type to your page’s intent is key.

3. Can I mix different schema types on the same page?

Yes, you can! Many pages benefit from multiple schemas. For example, a blog post with a Q&A section can use both BlogPosting and FAQPage schemas. Just make sure the schemas accurately reflect the content.

4. Do I need technical skills to add schema markup?

Not necessarily. Many website platforms and SEO plugins (like Yoast or Rank Math on WordPress) help you add schema without coding. For more control, you can add JSON-LD code manually.

5. How can I check if my schema markup is working?

You can use Google’s Rich Results Test or Schema Markup Validator to check if your schema is correctly implemented and error-free. This helps ensure it’s boosting your visibility as intended.

Kent Lundin

Kent Lundin is a faculty member in the Department of Marketing at BYU-Idaho. He holds a bachelor’s degree in accounting and an MBA in quantitative analysis from Brigham Young University. Before joining BYU-Idaho in 2001, Kent had extensive industry experience, including serving as a vice president of marketing at CapSoft Development Corporation and teaching business and computer classes at the College of the Sequoias. In addition to teaching, he has served as department chair and remains actively involved in initiatives like the Snake River DMC. His academic interests include digital marketing, leadership, and management strategies.

KentLundin.com