Structured Data & Schema Markup Guide
Have you ever wondered why some Google results show stars, prices, FAQs, or recipe images – but your website doesn't? The answer is...structured data(also called schema markup).
Structured data consists of machine-readable code snippets that help search engines understand your website's content. It's one of the most underrated SEO levers—and simultaneously one of the most effective. At GoldenWing, we asSEO agency in ViennaWith over 3 years of experience, the impact has been measured hundreds of times: Correctly implemented structured data can increase the click-through rate by 20–40%.
In this guide we explain everything you need to know aboutstructured dataeverything you need to know – from the basics to the most important schema types to concrete implementation with code examples.
What is structured data?
Structured data consists of standardized code formats that describe the content of a website for search engines. Instead of only analyzing the visible text (which search engine crawlers do anyway), structured data providesexplicit informationabout the content.
For example, if your website says "Wiener Schnitzel – €14.90", Google doesn't automatically know whether that's a product, a recipe, or a menu item. With structured data, you tell Google clearly: "This is a recipe called Wiener Schnitzel, with a preparation time of 45 minutes, a calorie count of 520 kcal, and a rating of 4.8 out of 5 stars."
The standard: Schema.org
Structured data is based on the vocabulary ofSchema.org– a joint project of Google, Microsoft (Bing), Yahoo and Yandex. Schema.org defines over 800 types and 1,500 properties that can describe anything: people, companies, products, events, recipes, articles, FAQs and much more.
The major search engines have agreed on this common vocabulary, which greatly simplifies implementation. You write the code once – and Google, Bing, and other search engines understand it equally well.
Why is structured data important for SEO?
Structured data has three key advantages for yourSEO:
1. Rich Results (Rich Snippets)
Google can enrich your search results with additional information: star ratings, prices, images, FAQ accordions, breadcrumbs, and more. These enhanced snippets immediately catch the eye in the search results and achieve significantly higher click-through rates.
2. Better understanding
Search engines understand the context of your content better. This can indirectly have a positive effect on your ranking because Google associates your page with the right search queries.
3. Knowledge Graph and Entities
Structured data helps Google recognize your company as an entity in the Knowledge Graph. This strengthens your brand authority and can lead to your own Knowledge Panel.
JSON-LD vs. Microdata vs. RDFa: Which format?
There are three formats for structured data. Here's a comparison:
| Format | Recommended by Google | Difficulty | Maintenance | Separation from HTML |
|---|---|---|---|---|
| JSON-LD | Yes (preferred) | Simple | Simple | Yes (in the ` |
JSON-LD (recommended)
JSON-LD (JavaScript Object Notation for Linked Data) is from Google explicitly recommendedFormat. The code is placed in a `<script>` tag within the `<head>` or `<body>` – completely separate from the HTML markup.
Advantages of JSON-LD:
- Easy to implement– no modification of existing HTML required
- Easy to maintain– Changes in a separate code block
- Flexible– can be dynamically generated via JavaScript
- Preferred by Google– explicit recommendation in the Google documentation
- Debugging friendly– clearly structured, readable code
Example of a simple JSON-LD snippet:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "GoldenWing",
"description": "Web design & SEO agency in Vienna",
"url": "https://goldenwing.at",
"telephone": "+43-XXX-XXXXXXX",
"address": {
"@type": "PostalAddress",
"streetAddress": "Example Street 1",
"addressLocality": "Vienna",
"postalCode": "1010",
"addressCountry": "AT"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 48.2082,
"longitude": 16.3738
},
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "18:00"
}
}
Microdata
Microdata is embedded directly into the HTML. It uses special HTML attributes such as `itemscope`, `itemtype`, and `itemprop` to mark up the content.
Example:
<div itemscope itemtype="https://schema.org/LocalBusiness">
<h1 itemprop="name">GoldenWing</h1>
<p itemprop="description">Web design & SEO agency in Vienna</p>
</div>
Microdata works, but is more difficult to maintain because the code is embedded directly in the HTML. Layout changes can accidentally break the schema.
Our recommendation
Use JSON-LD.It's easier to implement, easier to maintain, and is preferred by Google. In all our projects at GoldenWing, we rely exclusively on JSON-LD.
An overview of the most important schema types
Schema.org offers over 800 types. Here are the most important ones for Austrian websites and online shops:
1. Organization / Local Business
Describe your company – name, address, contact details, opening hours, logo.
When to use:On every company website. LocalBusiness for local businesses, Organization for supra-regional companies.
Rich Result: Knowledge Panel, local pack in Google Maps.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "GoldenWing",
"image": "https://goldenwing.at/logo.png",
"@id": "https://goldenwing.at/#organization",
"url": "https://goldenwing.at",
"telephone": "+43-XXX-XXXXXXX",
"priceRange": "€€",
"address": {
"@type": "PostalAddress",
"addressLocality": "Vienna",
"addressCountry": "AT"
},
"sameAs": [
"https://www.linkedin.com/company/goldenwing360",
"https://www.instagram.com/goldenwing360"
]
}
2. Product
Describes a product – name, price, availability, reviews, pictures.
When to use:On every product page of an online shop.
Rich Result:Price, availability, and star ratings directly in Google search.
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Premium Web Design Package",
"description": "Professional web design including SEO optimization",
"brand": {
"@type": "Brand",
"name": "GoldenWing"
},
"offers": {
"@type": "Offer",
"price": "2990",
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock",
"priceValidUntil": "2026-12-31"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "47"
}
}
3. FAQ Page
Describes a page with frequently asked questions and answers.
When to use:On FAQ pages, product pages with FAQ sections, blog articles with FAQ sections.
Rich Result:Expandable questions and answers directly in the search results.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How much does a professional website cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A professional website costs between 2,000 and 15,000 euros, depending on its scope. Simple websites start at 2,000 euros, e-commerce shops at 5,000 euros."
}
},
{
"@type": "Question",
"name": "How long does it take to create a website?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Creating a website typically takes 4 to 12 weeks, depending on the scope and complexity of the project."
}
}
]
}
4. Article / Blog Posting
Describes an article or blog post – title, author, date, image.
When to use:On blog articles, news posts, and guides.
Rich Result:Article carousel, Top Stories (for news).
5. Breadcrumb List
Describes the navigation structure (breadcrumb navigation) of a page.
When to use:Each page features breadcrumb navigation.
Rich Result:Breadcrumbs instead of the URL in the search results.
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://goldenwing.at/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Blog",
"item": "https://goldenwing.at/de/blog"
},
{
"@type": "ListItem",
"position": 3,
"name": "Schema Markup Guide",
"item": "https://goldenwing.at/de/blog/structured-data-schema-markup-guide"
}
]
}
6. How-To
Describes a step-by-step guide.
When to use:Tutorials, instructions, and guides with concrete steps.
Rich Result:Step-by-step instructions with images directly in Google Search.
7. Website (with SearchAction)
Describes your website and enables the Sitelinks search box in Google.
When to use:Once on the homepage.
Rich Result:Search box directly in the search results.
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "GoldenWing",
"url": "https://goldenwing.at",
"potentialAction": {
"@type": "SearchAction",
"target": "https://goldenwing.at/suche?q={search_term_string}",
"query-input": "required name=search_term_string"
}
}
Implementing Schema Markup: Step by Step
Here is our proven approach for implementing structured data:
Step 1: Audit of the current situation
Before you begin, check what structured data is already present on your website. Many CMS systems and themes automatically add basic schemas.
Audit tools:
- Google Rich Results Test (search.google.com/test/rich-results)
- Schema Markup Validator (validator.schema.org)
- Google Search Console → Extensions
Test your website with ourSEO Checker, to get an overview of the SEO status.
Step 2: Setting priorities
Not every schema type is equally important for every website. Our recommendation, in order of priority:
Priority 1 (Must):
- Organization / Local Business (any company)
- Breadcrumb List (any multi-page website)
- Website with SearchAction (Homepage)
Priority 2 (Should):
- FAQ page (if FAQ content is available)
- Product (for online shops)
- Article / Blog Post (for blogs)
Priority 3 (Optional):
- How-to (for instructions)
- Event (for events)
- Recipe (for recipes)
- VideoObject (for video content)
- Review / Aggregate Rating (for ratings)
Step 3: Generate schema
You have three options for creating schema markup:
Option A: Write manually
For developers, this is the most flexible method. You write the JSON-LD directly and place it in the `<head>` or `<body>` of your page.
Option B: Use schema generators
Tools like the Google Structured Data Markup Helper, Merkle Schema Markup Generator, or TechnicalSEO.com help you create schemas without coding.
Option C: Use CMS plugins
For WordPress and other CMS, there are plugins that automatically generate schemas (see next section).
Step 4: Implementation
Place the JSON-LD snippet in the `<head>` of your page (preferred) or at the end of the `<body>`. In Next.js (as we use it at GoldenWing), it looks like this:
export default function BlogPost({ post }) {
const jsonLd = {
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": post.title,
"datePublished": post.publishedAt,
"dateModified": post.updatedAt,
"author": {
"@type": "Organization",
"name": "GoldenWing"
},
"publisher": {
"@type": "Organization",
"name": "GoldenWing",
"logo": {
"@type": "ImageObject",
"url": "https://goldenwing.at/logo.png"
}
},
"description": post.excerpt,
"mainEntityOfPage": {
"@type": "WebPage",
"@id": \`https://goldenwing.at/de/blog/\${post.slug}\`
}
};
return (
<>
<script
type="application/ld+json"
dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
/>
{/* Page content */}
</>
);
}
Step 5: Testing
After implementationalwaystest:
- Google Rich Results Test– Shows whether Google recognizes your scheme and can generate rich results
- Schema Markup Validator– Checks the technical correctness
- Google Search Console– Displays errors and warnings over time
Testing tools for structured data
Here are the most important tools we use daily at GoldenWing:
Google Rich Results Test
URL: search.google.com/test/rich-results
The most important tool. It shows you:
- Is your scheme valid?
- What rich results are possible?
- Errors and warnings
- A preview of the Rich Results
Tip:Don't just test the live URL, but also code snippets directly in the tool. This way you can test changes before you make them live.
Schema Markup Validator
URL: validator.schema.org
This tool checks the technical correctness of your schema markup against the Schema.org specification. It is more stringent than the Google Rich Results Test and also displays warnings for missing recommended properties.
Google Search Console
In Google Search Console, under "Extensions," you'll find an overview of all the structured data detected on your website. Here's what you'll see:
- Which pages have valid structured data?
- Errors and warnings (with affected URLs)
- Trends over time
- Impressions and clicks for rich results
Our recommendation:Check Search Console for new errors at least once a week. Schema issues can arise from website updates, theme changes, or plugin updates.
Other helpful tools
| Tool | Purpose | Costs |
|---|---|---|
| Screaming Frog SEO Spider | Crawls all pages and checks schema | Free (up to 500 URLs) |
| Ahrefs Site Audit | Schema check as part of the SEO audit | From $99/month |
| Semrush Site Audit | Schema Analysis and Recommendations | From $119/month |
| Schema App | Schema Management for Enterprise | Individual |
WordPress plugins for structured data
If your website runs on WordPress, you have it particularly easy. These plugins automatically generate schema markup:
Rank Math SEO
Our favorite in GoldenWing. Rank Math offers:
- Automatic schemefor all page types (articles, products, pages)
- 15+ Scheme Typesdirectly integrated (FAQ, HowTo, Recipe, Product, etc.)
- Schema Editorwith a visual interface
- Custom Scheme– separate JSON-LD snippets per page
- Automatic FAQ schema recognitionfor FAQ blocks
- importfrom Yoast SEO scheme
The free version is sufficient for most websites. Rank Math Pro ($59/year) offers additional schema types and automatic video schema detection.
Yoast SEO
Yoast SEO (the most widely used SEO plugin) also offers schema functions:
- Automatic Organization/Person schemaon the homepage
- Article schemefor blog posts
- BreadcrumbList schemeautomatically
- Website Schemewith SearchAction
Yoast is solid, but offers fewer schema types than Rank Math. For advanced schemas (FAQ, HowTo, Product), you need Yoast SEO Premium (€99/year) or an additional plugin.
Schema Pro (by Brainstorm Force)
A dedicated schema plugin with:
- 20+ Scheme Types
- Automatic schema assignment by page type
- Custom Fields Integration (ACF, Pods)
- White-label option for agencies
Ideal if you are using another SEO plugin (e.g., All in One SEO) and still need comprehensive schema markup.
WooCommerce-specific plugins
For WooCommerce shops, we also recommend:
- JEPP Scheme– Automatic product schema with all variants
- Review Scheme– Rating scheme for WooCommerce products
- WooCommerce SEO by Yoast– Extends Yoast with a WooCommerce-specific schema
You can find more information about WordPress SEO in general in our [article/section/etc.].WordPress SEO Guide.
Rich Results: What types are there?
Rich Results (formerly Rich Snippets) are enhanced search results generated from structured data. Here are all the Rich Result types supported by Google:
| Rich Result Type | Schema Type | Description |
|---|---|---|
| Article | Article, BlogPosting | Thumbnail, Date, Author |
| Breadcrumb | BreadcrumbList | Navigation structure instead of URL |
| FAQ | FAQ Page | Expandable Questions/Answers |
| How-To | HowTo | Steps with pictures |
| Product | Price, Availability, Rating | |
| Local Business | Address, Opening Hours, Rating | |
| Recipe | Image, preparation time, calories | |
| Event | Event | Date, location, tickets |
| Video | VideoObject | Thumbnail, Duration, Upload Date |
| Job Posting | JobPosting | Title, Salary, Location |
| Course | Provider, Description | |
| Software App | Software Application | Rating, Price |
| Sitelinks search box | Website + SearchAction | Search field in the SERPs |
Important:Not every schema automatically leads to a rich result. Google decides for itself whether and when rich results are displayed. Structured data is a prerequisite – but not a guarantee. The probability increases with the quality of your content and the authority of your domain.
E-commerce scheme: The complete guide
Schema markup is particularly valuable for online shops. Here are the most important schema types forE-commerce:
Product Schema (mandatory for every shop)
The product schema displays price, availability, and ratings directly in the search results. Studies show that product-rich results can increase click-through rate (CTR) by up to 35%.
Required fields:
- name (product name)
- image (at least one image)
- offers (price and availability)
Recommended fields:
- description (product description)
- brand
- SKU (article number)
- gtin13/gtin8/mpn (EAN/UPC/MPN)
- aggregateRating (ratings)
- review (individual reviews)
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Handmade leather bag Vienna",
"image": [
"https://example.com/tasche-front.jpg",
"https://example.com/tasche-seite.jpg"
],
"description": "Handmade leather bag made from Austrian cowhide leather",
"sku": "LT-001",
"gtin13": "9780201379624",
"brand": {
"@type": "Brand",
"name": "Vienna Leather Manufactory"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/ledertaschen",
"priceCurrency": "EUR",
"price": "189.00",
"priceValidUntil": "2026-12-31",
"availability": "https://schema.org/InStock",
"seller": {
"@type": "Organization",
"name": "Vienna Leather Manufactory"
}
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"bestRating": "5",
"worstRating": "1",
"ratingCount": "89"
}
}
Product variants
For products with variations (size, color), there are two approaches:
Approach 1: Multiple Offers
{
"@context": "https://schema.org",
"@type": "Product",
"name": "T-Shirt Classic",
"offers": [
{
"@type": "Offer",
"name": "Size S",
"price": "29.90",
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock"
},
{
"@type": "Offer",
"name": "Size M",
"price": "29.90",
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock"
},
{
"@type": "Offer",
"name": "Size L",
"price": "29.90",
"priceCurrency": "EUR",
"availability": "https://schema.org/OutOfStock"
}
]
}
Approach 2: Aggregate Offer
{
"@context": "https://schema.org",
"@type": "Product",
"name": "T-Shirt Classic",
"offers": {
"@type": "AggregateOffer",
"lowPrice": "29.90",
"highPrice": "34.90",
"priceCurrency": "EUR",
"offerCount": "3",
"availability": "https://schema.org/InStock"
}
}
Collection/Category Pages
For category pages, Google recommends the following:Item List-Schema:
{
"@context": "https://schema.org",
"@type": "ItemList",
"name": "Leather bags",
"numberOfItems": 24,
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"url": "https://example.com/ledertaschen-classic"
},
{
"@type": "ListItem",
"position": 2,
"url": "https://example.com/ledertaschen-premium"
}
]
}
Austria-specific e-commerce schemes
For Austrian online shops, we also recommend:
- Delivery informationvia `shippingDetails` (delivery time, shipping costs to Austria)
- Return policyvia `hasMerchantReturnPolicy` (14-day return policy according to FAGG)
- VATClearly mark the price as gross (in Austria, B2C prices are always gross).
The 10 most common mistakes with structured data
From our experience asSEO agencyWe keep seeing the same mistakes:
Error 1: Scheme for content that is not visible on the page
Google requires that the content described in the structured data be visible to the user. Hidden content or incorrect information may lead to manual action.
Error 2: Incorrect ratings in the scheme
Reviews must come from real users. Self-written reviews or fictitious rating scores violate Google's guidelines and can lead to a penalty.
Error 3: Outdated prices in the product schema
If the price in the scheme doesn't match the actual price on the page, Google may flag it as spam. Make sure prices are dynamically generated and that `priceValidUntil` is up to date.
Mistake 4: Misusing the FAQ format
The FAQ format is intended only for genuine questions and answers – not for advertising copy, product descriptions, or general information. Google has tightened its guidelines and now only displays FAQ rich results for authoritative pages.
Error 5: Implementing schema nesting incorrectly
Nested schemas (e.g., Organization within a Product) must be referenced correctly. Incorrect nesting leads to parsing errors.
Error 6: Duplicate schemes on one page
Multiple competing schemas of the same type on a single page confuse search engines. Only one primary schema should be present per page (e.g., a Product schema on a product page).
Error 7: Omitting required fields
Each schema type has required fields. Without these, Google will not display rich results. Always check the official Google documentation for the current requirements.
Error 8: Schema forgotten after website relaunch
Structured data is often lost during a relaunch or theme change. Create a schema inventory before every relaunch and check after the launch whether everything is still working.
Error 9: No regular checks
Schema is not a "set and forget" solution. Google changes its requirements, plugins are updated, and content changes. Review your structured data at least monthly.
Error 10: Too many schema types at once
Some webmasters mark every element on the page with a schema. This is unnecessary and can even be counterproductive. Focus on the schema types that generate rich results and are relevant to your business.
Frequently Asked Questions (FAQ)
Will structured data directly improve my Google ranking?
Structured data is not a direct ranking factor – Google has confirmed this repeatedly. However, it has a strong indirect influence: Rich Results increase the click-through rate by 20–40%, which in turn sends a positive signal to Google. Furthermore, it helps Google better understand your content and match it to relevant search queries. In practice, at GoldenWing, we regularly see ranking improvements after schema implementation – especially for informational search queries.
Can I be penalized by Google for using schema markup?
Yes, if you violate Google's structured data guidelines. The most common reasons for penalties are: false or misleading information in the schema (e.g., fabricated reviews), schemas for content that isn't visible on the page, and spam schemas (e.g., FAQ schema for advertising copy). Stick to the official guidelines and test regularly—then you'll be on the safe side.
How long does it take for Google to display rich results?
After implementing structured data, it typically takes 2–4 weeks for Google to recognize the changes and display rich results. You can speed up the process by submitting the affected URLs to Google Search Console for re-indexing. Note: Google never guarantees that rich results will be displayed—even with a technically correct schema, Google decides whether a rich result is relevant for a particular search query.
Which schema plugin is the best for WordPress?
We recommend Rank Math SEO as an all-in-one solution. It offers the most comprehensive schema features (15+ types, custom schema, automatic detection) and has an intuitive user interface. The free version is sufficient for most websites. Alternatively, Yoast SEO Premium is a solid choice if you're already using Yoast. For more advanced requirements without switching SEO plugins, we recommend Schema Pro as a standalone plugin.
Does structured data need to be on every page?
No – but on every page that can benefit from rich results. The Organization/LocalBusiness schema should be implemented on the homepage and ideally on every page. The BreadcrumbList schema belongs on every page with breadcrumbs. The Product schema only on product pages, and the FAQPage schema only on pages with FAQ content. Quality over quantity: It's better to have a few correct schemas than many incorrect ones.
How do I test whether my structured data works?
Three steps: 1) Google Rich Results Test (search.google.com/test/rich-results) – shows you immediately whether your schema is valid and which rich results are possible. 2) Schema Markup Validator (validator.schema.org) – checks the technical correctness against Schema.org. 3) Google Search Console under "Extensions" – shows you over time whether Google recognizes your structured data and whether errors occur. Test after every change and check the Search Console at least weekly.
Do structured data also work for Bing and other search engines?
Yes. Schema.org was jointly developed by Google, Microsoft (Bing), Yahoo, and Yandex. All of these search engines understand and use structured data. Bing even has some of its own extensions (e.g., for Bing Webmaster Tools). In Austria, Google is dominant with over 93% market share, but Bing is gaining ground through its integration with Microsoft Edge and Copilot. The implementation is identical – you don't need to do anything extra for Bing.
Is structured data worthwhile for small websites?
Absolutely. Small websites and local businesses especially benefit disproportionately from structured data. LocalBusiness schema improves visibility in Google's local search results, FAQ schema can double the click-through rate on page 1, and Product schema makes even a small online shop appear professional in search results. Implementation with WordPress plugins like Rank Math can be done in just a few hours and costs nothing extra.
Schema Markup for local businesses in Austria
For local businesses in Austria, schema markup is a particularly effective SEO tool. Correctly implemented structured data can increase the click-through rate in search results by [amount missing].up to 30%increase the chances of prominent placements in the Local Pack.
LocalBusiness Scheme: The Basics
The LocalBusiness scheme is the foundation for every local business. It tells Google where your business is located, when it's open, and what services you offer.
Complete LocalBusiness scheme for an Austrian company:
\'\'\'json
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Your Company GmbH",
"image": "https://www.ihrunternehmen.at/logo.png",
"url": "https://www.yourcompany.at",
"telephone": "+43-1-1234567",
"email": "info@yourcompany.at",
"address": {
"@type": "PostalAddress",
"streetAddress": "Mariahilfer Straße 100",
"addressLocality": "Vienna",
"addressRegion": "Vienna",
"postal code": "1060",
"addressCountry": "AT"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 48.1951,
"longitude": 16.3472
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "18:00"
}
],
"priceRange": "EUR",
"areaServed": [
{"@type": "City", "name": "Vienna"},
{"@type": "State", "name": "Lower Austria"},
{"@type": "State", "name": "Burgenland"}
],
"sameAs": [
"https://www.facebook.com/yourcompany",
"https://www.linkedin.com/company/yourcompany",
"https://www.instagram.com/yourcompany"
]
}
\'\'\'
Special features for Austrian companies
Important points that are often overlooked:
- addressCountryAlways use"AT"(ISO 3166-1), not "Österreich" or "Austria"
- telephoneUse international format with +43 country code
- areaServedDefine your catchment area precisely. Google uses this information for local search queries.
- currencyUse "EUR" as the price range, not "Euro" or the Euro symbol.
Industry-specific scheme types
Schema.org offers specialized types for various industries, providing more detailed information:
- restaurantKitchen, reservations, menu URL, delivery options
- Medical Business / Doctor: Specialization, accepted insurance companies, medical specialties
- Legal Services / Lawyer: Areas of law, law firm size
- Real Estate AgentProperty types, regions
- Financial ServicesBanking products, advisory services
- Auto Repair / Car Repair ShopBrands, services, certifications
Practical tipAlways choose the most specific scheme type. A restaurant should not only use 'LocalBusiness', but 'Restaurant'.The more specific the type, the more relevant the structured data is for Google.
Ratings and Reviews Scheme
For local businesses in Austria, ratings are a critical ranking factor. The AggregateRating scheme displays star ratings directly in the search results:
\'\'\'json
{
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "127",
"bestRating": "5",
"worstRating": "1"
}
\'\'\'
ImportantGoogle only allows AggregateRating for certain schema types. For 'LocalBusiness' and its subtypes, it is permitted.However, this does not apply to your homepage in general.Only place this scheme on pages that actually contain or aggregate ratings.
Multi-site scheme for branch companies
Companies with multiple locations in Austria should create a separate page with its own LocalBusiness schema for each location. Link these via the 'Organization' schema of the main page:
- Each location gets its own URL (e.g. /locations/vienna-1060/, /locations/graz/)
- Each location has its own complete LocalBusiness scheme.
- The main page links to the individual locations via 'department' or 'subOrganization'.
- Make sure that the NAP data (Name, Address, Phone) exactly matches the Google Business Profile.
Extended scheme types: Event, Course, Recipe and more
In addition to the standard schema types, Schema.org offers a variety of specialized types that can generate rich results in search results. Many companies in the DACH region (Germany, Austria, and Switzerland) are not yet utilizing these advanced types, which represents a significant opportunity.
Event Scheme
The event schema is particularly valuable for event organizers, venues, and companies that regularly host events. Google prominently displays events in its search results, often including the date, location, and price.
Key properties for events in Austria:
- startDate and endDate: In ISO-8601 format with time zone (e.g. '2026-04-15T19:00:00+02:00' for CEST)
- location: Physical ('Place') or online ('VirtualLocation') or both ('MixedEventAttendanceMode')
- offersTicket prices and availability – especially important for display in search results.
- organizerLink to your company profile
- eventStatus'EventScheduled', 'EventPostponed', 'EventCancelled' -- particularly important for up-to-date communication
- performerRelevant at concerts or shows
Best PracticeCreate a separate page for each event with a dedicated event schema. Update the 'eventStatus' promptly when changes occur – Google penalizes outdated event data.
Course Scheme
For educational providers, coaches, and companies offering training, the Course schema is a powerful tool. Google displays course information in special rich results.
Relevant properties:
- ProviderYour company as a course provider
- courseMode: 'online', 'onsite' or 'blended'
- hasCourseInstanceSpecific dates and procedures
- offersPrices and booking options
- educational levelTarget group: Beginners, advanced learners, experts
- inLanguage: 'de-AT' for German-language courses in Austria
How-to diagram
The how-to format is perfect for instructions and tutorials. Google can display these as step-by-step instructions directly in the search results.
Areas of operation in the DACH region:
- DIY instructions ("How to fix a dripping tap")
- Software tutorials ("Creating an Excel pivot table")
- Cooking recipes using the Recipe scheme (not HowTo)
- DIY projects and craft instructions
ImportantGoogle has restricted the visual display of HowTo rich results since 2023. HowTo results are no longer displayed as rich results on mobile devices. However, the structured data still helps Google better understand the content, and desktop users continue to benefit.
Video Scheme
If you embed videos on your website (e.g., YouTube or Vimeo), you should definitely implement the VideoObject schema.Videos with schema markup appear 2.7x more often in video results.
- name,description,thumbnailUrlBasic information
- uploadDate and duration: For correct display
- contentUrl or embedUrl: URL of the video
- transcriptParticularly valuable for SEO -- Google can index the video content.
Schema Markup and AI Search: Preparing for AI Overviews
With the introduction of Google AI Overviews (formerly SGE) and the growing importance of AI-powered search systems, schema markup has taken on a whole new dimension. Structured data is key to remaining visible in the era of AI search.
How AI Overviews use structured data
Google AI Overviews generates summary answers directly in the search results. The system prioritizes websites that...clear, machine-readable dataProvide structured data. In this context, structured data is no longer an optional extra, but a basic requirement.
What AI Overviews handles particularly well:
- FAQ schemeQuestion-answer pairs are frequently quoted directly in AI Overviews.
- How-to schemeStep-by-step instructions are ideal sources for AI-generated answers.
- Product SchemeProduct features, prices, and reviews are used to make purchase recommendations.
- Article schemeAuthor, publication date, and organization help with source validation.
E-E-A-T and Schema Markup
Google's E-E-A-T principle (Experience, Expertise, Authoritativeness, Trustworthiness) is directly supported by schema markup:
Experience and expertise signal:
- Use the 'author' scheme with detailed information about the author.
- Link to author profiles with 'sameAs' (LinkedIn, specialist portals)
- Use 'qualifications', 'hasCredential' and 'alumniOf' in the Person schema.
Strengthen authoritativeness and trustworthiness:
- 'Organization' scheme with 'foundingDate', 'numberOfEmployees' and 'award'
- 'isPartOf' and 'publisher' links for editorial content
- 'citation' and 'sourceOrganization' for scientific or data-based statements
Speakable Schema for Voice Search
The Speakable scheme marks text sections that are particularly well-suited for speech output. With the increasing prevalence of voice assistants (Google Assistant, Alexa, Siri), this scheme is becoming ever more relevant.
\'\'\'json
{
"@type": "WebPage",
"speakable": {
"@type": "SpeakableSpecification",
"cssSelector": [".article-summary", ".key-takeaway"]
}
}
\'\'\'
Recommendation for the Austrian marketAlthough Speakable is still labeled as beta, its implementation is already worthwhile.23% of Austrian householdsVoice assistants are now being used, and the trend is increasing.
Future-proof scheme strategy
To optimize your website for AI-based search in the long term, we recommend the following measures:
- Feeding the Knowledge GraphLink your organization schema to Wikidata if possible. This strengthens your presence in the Google Knowledge Graph.
- Clearly define entitiesUse '@id' references consistently across your entire website so that Google understands the relationships between your content.
- Regular updatesUpdate your structured data quarterly. Schema.org regularly releases new types and properties.
- MonitoringCheck your structured data monthly in Google Search Console to ensure it is being recognized correctly. Pay particular attention to warnings and errors.
- Testing before deploymentUse the Rich Results Test and the Schema Markup Validator before every deployment. Ideally, automate this step in your CI/CD pipeline.
Schema Markup Automation: Generating Dynamic Structured Data
For websites with dozens or hundreds of pages, manually maintaining structured data quickly becomes a bottleneck. Dynamic schema generation solves this problem by automatically generating structured data from existing data sources – consistently, accurately, and always up-to-date.
Why static schema markup doesn't scale
Imagine an Austrian craft business with 15 locations, maintaining a separate website for each one. With manual schema maintenance, address changes, new opening hours, or updated phone numbers must be updated in three places simultaneously: in the visible content, in the meta data, and in the JSON-LD schema. The error rate increases exponentially with the number of pages.
Typical problems with static schemes:
- Prices in the product schema no longer match the current prices.
- Opening hours in the LocalBusiness scheme are outdated, especially after holidays or seasonal changes.
- New blog posts don't receive an article schema because the editorial team forgets.
- Event data remains in the schema after the event and generates warnings in the Search Console.
Architecture of a dynamic schema solution
The most efficient approach is aServer-side schema generationwhich derives structured data directly from your database or CMS. The basic principle is simple: The data already exists in your system – you just need to transform it into the correct JSON-LD format.
For a Next.js or Nuxt-based website, this works via a central schema component that automatically renders the appropriate schema depending on the page type. The logic checks the content type of the current page and generates the corresponding JSON-LD object with all available data.
Data sources for automatic schema:
- CMS fieldsTitle, description, author, publication date, categories, images
- Product databasePrice, availability, SKU, reviews, variants
- Google My Business APICurrent opening hours, reviews, photos
- Events calendarEvent dates, times, ticket prices, availability
Rule-based schema generation by page type
Define a schema template with clear rules for each page type of your website:
Blog posts and guides→ `Article` schema with automatic population of author, date, main image, and publisher information. If the article contains an FAQ section (recognizable by H3 headings with question marks), an additional `FAQPage` schema is generated.
Service pages→ The `Service` scheme is combined with `LocalBusiness` and optionally `AggregateRating`, once sufficient ratings are available. The price range is automatically derived from a price list or calculator data.
Team pages and About us→ Use an `Organization` schema with all locations as `SubOrganization` and individual `Person` schemas for team members. Link these to the respective social media profiles using `sameAs` entries.
Location pages→ `LocalBusiness` scheme with precise geo-coordinates, opening hours (including special holiday hours for Austria), accepted payment methods and catchment area via `areaServed`.
Automate validation and monitoring
An automatically generated schema is only as good as its validation. Integrate the following checks into your deployment process:
- Build-time validation: Check with each deployment that all generated JSON-LD blocks are syntactically correct and conform to the Schema.org specifications.
- Required field checksMake sure that no required fields are left blank – a product schema without a price or a local business without an address is worthless.
- Search Console MonitoringMonitor the structured data reports in Google Search Console weekly for new errors or warnings.
- Rich result trackingDocument which pages receive rich results and correlate this with the implemented schema types.
Avoiding pitfalls in automation
Even with automated schema generation, there are typical sources of error that you should be aware of:
- Excessive nestingDo not generate nested schemas with five or more levels. Google prefers flat, unambiguous structures.
- Orphaned referencesIf an author profile is deleted, the article schema must not reference a non-existent person. Implement fallback logic.
- Avoid duplicates: Ensure that multiple schema blocks of the same type do not end up on one page, because different components generate schema independently.
- Exclude test data: Reliably filter out staging content, drafts, and test products from schema generation.
With well-designed automation, you can reduce the manual maintenance effort for structured data byup to 90 percentand at the same time ensure that your data is always up-to-date and error-free – an investment that quickly pays off through better rich results and higher click-through rates.
Conclusion: Structured data is not a nice-to-have.
Structured data is an indispensable component of any modern system.SEO strategyThey cost nothing (except for the one-time implementation time), can increase the click-through rate by 20–40%, and help search engines better understand your content.
Our recommendation for beginners:
- Start with the basics: Organization/LocalBusiness + BreadcrumbList + WebSite
- Expand as needed: FAQPage, Product, Article – depending on the website type
- Test regularly: Google Rich Results Test + Search Console
- Use the following tools:WordPress plugins like Rank Math make implementation easy.
- Stay up to date:Google changes its requirements regularly.
At GoldenWing, we implement structured data as standard in every web project – from simple company websites to complex e-commerce shops. With over 3 years of experience in the technical fieldSEO optimizationWe know exactly which schema types will have the greatest impact on your business.
Do you want to ensure that your website is fully utilizing the potential of structured data?Test your site with ourSEO Checker or contact usFor a professional schema audit. We analyze your current implementation and show you where the greatest optimization potential lies.
