Глоссарий
What is Schema Markup / JSON-LD?
Подробно
Schema Markup (in JSON-LD format) is Google's recommended way to tell search engines what your site is about — i.e., "this page is about a restaurant", "this is a product priced at 50 ₾", "this is an event on 2026-04-30". Its essence: passing structured metadata in machine-readable form. Three formats exist: JSON-LD (Google-preferred — light, compatible), Microdata (inline HTML attributes), and RDFa (XML-based). In 2026 JSON-LD is the de-facto standard — every new implementation uses it.
The schema.org catalog has 800+ schema types, but for practical business 12-15 cover 95% of cases: (1) Organization — main company identity (name, logo, contact, sameAs, address); (2) LocalBusiness — Organization extended with physical address + openingHours + geo coordinates (critical for Maps Pack); (3) Person — author bio (name, jobTitle, knowsAbout, sameAs to LinkedIn/Wikidata); (4) Product — e-commerce item (price, currency, availability, brand, sku, AggregateRating); (5) Service — service offering (price range, areaServed, provider); (6) Article / BlogPosting — content article (headline, author, datePublished, dateModified); (7) FAQPage — Q&A list (mainEntity array of Question/Answer pairs); (8) HowTo — step-by-step (steps array, totalTime, tools, supplies); (9) Recipe — culinary recipe (cookingMethod, nutrition, recipeIngredient); (10) Event — events (startDate, location, organizer); (11) BreadcrumbList — navigation hierarchy; (12) Review — single review; (13) Course — educational courses; (14) JobPosting — job openings; (15) VideoObject — videos with thumbnail and transcript.
Schema's business value — entry into Google Rich Results. Rich Results are extended versions of a search result — stars, FAQ accordion, breadcrumb, price, availability. Statistically, snippets with Rich Results receive 35-50% more clicks than a plain blue link. Google's official position: "Rich Results aren't a ranking signal" — but the click-through-rate boost indirectly helps ranking.
Embedding JSON-LD on a site — in a `<script type="application/ld+json">` tag, usually in <head> or <body>. Performance/CDN neutral (no rendering impact — doesn't touch the DOM). Validation tool: validator.schema.org (official) or Google Rich Results Test (search.google.com/test/rich-results). Important: validation means JSON-LD is syntactically correct, but Google may still not show a Rich Result — its algorithm decides on its own. In practice ~70% of validated FAQPage schemas appear with Rich Result in Google.
For Georgian businesses, specific recommendations: (1) ProfessionalService (LocalBusiness subtype) — optimal type for services × Tbilisi pages; (2) Restaurant (FoodEstablishment subtype) — for restaurants + acceptsReservations + servesCuisine; (3) Hotel (LodgingBusiness subtype) — for hotels + checkinTime + amenityFeature; (4) MedicalClinic — for clinics + medicalSpecialty; (5) DefinedTerm — for glossary pages (Craftwebstudio uses this). Bilingual sites should declare inLanguage property — "ka-GE" for Georgian, "en" for English — this ensures AI cites in the correct language.
Recent additions: in Q1 2026 schema.org added AIRetreatAttributes (for AI bot attribution) and RetentionPeriod (for privacy compliance). Upcoming: GEO-specific "AnswerWith" property that explains AI's optimal answer format. Schema's versioning is an open specification — your data won't "go stale", but watch schema.org/version to keep up.
Examples
- 1Organization schema example: { "@type": "Organization", "name": "Craftwebstudio", "url": "https://craftwebstudio.ge", "logo": ... }
- 2Validation tools: validator.schema.org (official), Google Rich Results Test, schema markup validator browser extensions
- 3WordPress plugins: Yoast SEO, Rank Math (auto-generate Organization + Article + WebSite schema)
- 4Next.js implementation: <script type="application/ld+json"> in a component; use the schema-dts NPM package for type safety
- 5Most effective schema types for Rich Results (2026): FAQPage, HowTo, Product, Recipe, Event, JobPosting
- 6Craftwebstudio implementation: 13 schema generators in src/components/seo/schemas.ts (Organization, LocalBusiness, Service, Person, Article, FAQPage, DefinedTerm, SoftwareApplication, vertical schemas, AggregateOffer)
Связанные термины
Related services
Частые вопросы
Which schema type should I choose?▾
Article on blog, Product on e-commerce, LocalBusiness on company page, FAQPage on Q&A, Service on service detail page, BreadcrumbList on navigation.
Does schema markup increase rankings?▾
It is not a direct ranking factor, but rich snippets boost CTR by 30-40%. Indirect ranking effect — higher CTR signals query relevance.
JSON-LD vs Microdata vs RDFa — which to use?▾
JSON-LD only — Google official recommendation since 2017. Microdata and RDFa are legacy; do not use them on new projects.
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