schema.org Types Cheatsheet

Overview

schema.org has hundreds of types; Google supports about thirty for rich results. This card lists the ones worth shipping, the fields each one needs, and the rich result it can earn. Ship JSON-LD in a <script type="application/ld+json"> block; Google prefers it over Microdata or RDFa. For the broader rules, see structured-data.

Top-level types

The types most pages need.

Type	Use for	Rich result enabled
Article / NewsArticle / BlogPosting	Editorial content.	Article carousel, Top Stories.
Product	E-commerce product page.	Product snippet, Merchant listings.
LocalBusiness	Storefront with an address.	Knowledge panel, Maps placement.
Organization	Company-level entity.	Sitelinks, knowledge panel.
Person	Individual contributor or public figure.	Knowledge panel.
Recipe	Cooking recipe.	Recipe rich result.
Event	Concert, conference, meetup.	Event listing.
FAQPage	Page of question-and-answer pairs.	Once shown as expandable; now mostly retired by Google.
HowTo	Step-by-step tutorial.	HowTo rich result (mostly retired in 2023 except for some queries).
VideoObject	Hosted video.	Video carousel, key moments.
BreadcrumbList	Site hierarchy for the page.	Breadcrumbs in search snippet.
WebSite	Site-level metadata.	Sitelinks search box.
JobPosting	Open role.	Google Jobs.
Course	Educational offering.	Course list.
SoftwareApplication	App or game listing.	App rich result.
Review / AggregateRating	Standalone review or ratings summary.	Star ratings (limited; must be on a host type).

FAQPage and HowTo still validate but have lost most of their rich-result impact. Ship them only if they help structure the content for AI summarizers.

Article

For editorial pages: blog post, news story, magazine feature.

Field	Required	Notes
@type	yes	Article, NewsArticle, or BlogPosting.
headline	yes	Maximum 110 characters.
image	yes	At least one; high-res preferred (1200x675 16:9).
datePublished	yes	ISO 8601.
dateModified	recommended	ISO 8601; powers freshness signals.
author	required	Person or Organization; include url.
publisher	recommended	Organization with name and logo.url.
mainEntityOfPage	recommended	Canonical URL of the page.

author as a string still validates; Google prefers a full Person with url and sameAs.

Product

For commerce. Pair Product with one of Offer, AggregateOffer, or a review subgraph.

Field	Required	Notes
@type	yes	Product.
name	yes	Product name.
image	yes	At least one URL.
description	recommended	One paragraph.
sku / gtin / mpn	strongly recommended	One unique identifier; required for Merchant listings.
brand	recommended	Brand or Organization.
offers	required for snippet	Offer with price, priceCurrency, availability, url.
aggregateRating	optional	Drives stars in SERP.
review	optional	Individual Review items.

Offer.availability uses https://schema.org/InStock, OutOfStock, PreOrder, or Discontinued. The full URL is required, not the short token.

LocalBusiness

For brick-and-mortar businesses. Use a more specific subtype when one fits: Restaurant, Dentist, AutoRepair, etc.

Field	Required	Notes
@type	yes	LocalBusiness or a subtype.
name	yes	Business name.
address	yes	PostalAddress with all fields.
telephone	recommended	E.164 format preferred.
geo	recommended	GeoCoordinates with latitude, longitude.
openingHoursSpecification	recommended	Array of OpeningHoursSpecification.
priceRange	recommended	$, $$, etc.
image	required for some panels	Storefront or logo.
url	yes	Canonical URL.

A LocalBusiness block on every location page is the strongest signal for local pack placement.

Organization

Site-wide entity. Place once on the home page; reference it elsewhere by @id.

Field	Required	Notes
@type	yes	Organization or Corporation.
name	yes	Legal or operating name.
url	yes	Canonical home URL.
logo	recommended	Square or near-square; minimum 112x112.
sameAs	recommended	Array of social profile URLs (LinkedIn, X, Wikipedia).
contactPoint	recommended	ContactPoint with telephone and contactType.

sameAs populates the knowledge panel; ship every official profile.

VideoObject

For hosted video. Most rich results require a thumbnail and upload date.

Field	Required	Notes
@type	yes	VideoObject.
name	yes	Title.
description	yes	Maximum 5000 characters.
thumbnailUrl	yes	At least one; multiple aspect ratios help.
uploadDate	yes	ISO 8601.
contentUrl	recommended	Direct file URL.
embedUrl	recommended	Embeddable player URL.
duration	recommended	ISO 8601 duration: PT2M30S.
hasPart	optional	Clip items for key moments.

hasPart with timed Clip entries unlocks “key moments” navigation in the SERP.

BreadcrumbList

Cheap to add; usually shows up in the SERP.

Field	Required	Notes
@type	yes	BreadcrumbList.
itemListElement	yes	Array of ListItem.
ListItem.position	yes	1-based.
ListItem.name	yes	Display label.
ListItem.item	yes	Canonical URL of the level.

Position numbers must be contiguous starting at 1; gaps invalidate the markup.

Common gotchas

• Pages must show what the markup claims. If a Product block lists a price the page does not show, Google flags it as misleading.
• Review and AggregateRating need a host type (Product, LocalBusiness, etc.); free-floating reviews do not earn stars.
• Use Google’s Rich Results Test, not just the schema.org validator. The latter accepts more than the former rewards.
• FAQPage and HowTo mostly stopped earning rich results in 2023. They still help LLM summarizers parse the page.
• Use full schema URLs for enumerated values: https://schema.org/InStock, not InStock.
• Place @id on the Organization block and reference it from publisher and author.worksFor to avoid duplicating entity data.
• Use JSON-LD over Microdata. It is easier to maintain, easier to template, and the preferred format.

Related

• structured-data
• schema-markup-deep
• technical
• http-status-codes
• Cheatsheets