Schema Markup Guide: JSON-LD for Rich Results

Question

<!-- ========== SCHEMAS ========== --> <!-- FAQPage schema (generated from translation data) --> <!-- WebSite schema --> <!-- LocalBusiness schema --> ?> <!-- Organization schema --> <!-- BreadcrumbList schema (headline from translation) --> <!-- CommunicateAction schema --> <!-- ========== ARTICLE CONTENT ========== -->

Schema Markup Guide: Using JSON-LD to Win Rich Results

February 2026 16 min read

I’m Jacob Campbell, and schema markup is one of the most underused SEO wins out there — it’s how you turn a plain blue link into a rich result with stars, FAQs and prices. Structured data is just a small block of code that tells Google exactly what your page is: a product, a local business, a recipe, an FAQ. Get it right and Google can show your page in a richer, more clickable format. This guide explains how it works, which types matter, and how to add them properly — straight from Google’s documentation.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "BuiltToWinWeb",
  "url": "https://built2winweb.com",
  "logo": "https://built2winweb.com/logo.webp",
  "sameAs": [
    "https://www.linkedin.com/in/jacob-campbell-32a60a1a7/",
    "https://www.upwork.com/freelancers/~016276996a9883140f"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+15613017130",
    "contactType": "customer service",
    "availableLanguage": "English"
  }
}
</script>

{
  "@type": "LocalBusiness",
  "name": "BuiltToWinWeb",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "7322 Ashley Shores Circle",
    "addressLocality": "Lake Worth",
    "addressRegion": "FL",
    "postalCode": "33467",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "26.5986",
    "longitude": "-80.1784"
  },
  "telephone": "+15613017130",
  "openingHours": "Mo-Fr 09:00-17:00",
  "priceRange": "$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "5.0",
    "reviewCount": "7"
  }
}

{
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How much does a custom PHP website cost?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Flat‑fee packages: Business $1,750, Ecommerce $5,600, SaaS $10,000. One payment, no monthly fees."
      }
    },
    {
      "@type": "Question",
      "name": "Do you build ecommerce stores without Shopify?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes – custom PHP with Stripe checkout. No subscription fees, you own the code."
      }
    }
  ]
}

{
  "@type": "Product",
  "name": "Custom PHP Ecommerce Store",
  "image": "https://built2winweb.com/ecommerce.jpg",
  "description": "Full‑featured custom online store with Stripe checkout. One flat fee, no monthly costs.",
  "sku": "BTW-ECOMM",
  "offers": {
    "@type": "Offer",
    "price": "5600",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://built2winweb.com/services/ecommerce"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "5.0",
    "reviewCount": "7"
  }
}

{
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://built2winweb.com/" },
    { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://built2winweb.com/services/" },
    { "@type": "ListItem", "position": 3, "name": "Custom PHP Website", "item": "https://built2winweb.com/services/custom-php-website/" }
  ]
}

{
  "@type": "Article",
  "headline": "Schema Markup Mastery: JSON‑LD for Rich Results",
  "description": "Complete guide to implementing schema markup with copy‑paste JSON‑LD examples.",
  "datePublished": "2026-02-15",
  "dateModified": "2026-05-24",
  "author": {
    "@type": "Person",
    "name": "Jacob Campbell"
  },
  "publisher": {
    "@type": "Organization",
    "name": "BuiltToWinWeb",
    "logo": { "@type": "ImageObject", "url": "https://built2winweb.com/logo.webp" }
  },
  "image": "https://built2winweb.com/schema-guide.jpg",
  "mainEntityOfPage": "https://built2winweb.com/blog/schema-markup-guide"
}

{
  "@type": "HowTo",
  "name": "How to Add Schema Markup to Your Website",
  "step": [
    { "@type": "HowToStep", "name": "Choose your schema type", "text": "Select from LocalBusiness, FAQPage, Product, etc." },
    { "@type": "HowToStep", "name": "Generate JSON‑LD", "text": "Use a generator or write manually." },
    { "@type": "HowToStep", "name": "Add to your HTML head", "text": "Place the script tag in <head> or before </body>." },
    { "@type": "HowToStep", "name": "Test with Rich Results Tool", "text": "Validate at search.google.com/test/rich-results." }
  ]
}

<?php
function outputProductSchema($product) {
    $schema = [
        "@context" => "https://schema.org",
        "@type" => "Product",
        "name" => $product['name'],
        "description" => $product['description'],
        "sku" => $product['sku'],
        "offers" => [
            "@type" => "Offer",
            "price" => number_format($product['price'], 2),
            "priceCurrency" => "USD",
            "availability" => $product['in_stock'] ? "https://schema.org/InStock" : "https://schema.org/OutOfStock"
        ]
    ];
    if (!empty($product['image_url'])) {
        $schema['image'] = $product['image_url'];
    }
    echo '<script type="application/ld+json">' . json_encode($schema, JSON_UNESCAPED_SLASHES) . '</script>';
}
?>

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", "name": "..." },
    { "@type": "LocalBusiness", ... },
    { "@type": "FAQPage", ... }
  ]
}