What schema markup does for a business
Search engines read text, but they do not always grasp its meaning. A number next to “UZS” could be a price, a plan fee or an order total. “Chilanzar” could be your office address or a passing mention in a blog post. Markup removes that ambiguity by labelling the name, price, address and opening hours explicitly.
Markup does not guarantee higher rankings or star ratings. It helps a search engine interpret the page correctly and makes the page eligible for rich results, provided it follows the guidelines and the search engine chooses to show them. Think of it as a precision tool, not a shortcut.
How the vocabulary works: types and properties
The vocabulary rests on two ideas. A type answers “what is this?”: an Organization, a Product, an Article. Properties describe it: name, address, telephone, price, author, date published.
Types sit in a hierarchy from general to specific. A Dentist is a kind of MedicalBusiness, which is a kind of LocalBusiness, which is a kind of Organization. So pick the most specific type that fits: AutoRepair for a car service, Restaurant for a restaurant, rather than a generic organization.
Which schema markup types fit your site
The right set depends on what your site does. A practical guide:
Say a coffee shop in Tashkent gives each location its own page with address, district, phone, opening hours and coordinates. Or a store that sells through its website and Uzum lists prices in UZS and stock status. In both cases the markup must match what a visitor actually sees.
- Company site: Organization or LocalBusiness on the home page, BreadcrumbList on inner pages.
- Service site: Service on service pages, and FAQPage only where a real question-and-answer block exists.
- Online store: Product with Offer on product pages; AggregateRating only when you have genuine customer reviews.
- Blog and news: Article or BlogPosting, with Person for the author and Organization for the publisher.
- Clinics, cafes, car services, salons: a specific LocalBusiness subtype rather than the generic one.
Adding schema markup with JSON-LD
Of the three syntaxes (JSON-LD, microdata and RDFa), Google recommends JSON-LD. It is a separate block of data in the page code, so it does not get tangled with layout. It is easier to generate from a template, update and test. On a CMS or site builder there is often a plugin or a field for it; on a custom site a developer can build it from the database.
Keep the data identical to what is visible on the page and to your other profiles: your map listing, Instagram and Telegram channel. A mismatched phone number or opening hours erodes trust. On a multilingual site, write the markup in the language of each page, so the Uzbek version carries Uzbek names and the English version English ones.
Common mistakes
Breaking the guidelines can mean rich results stop appearing, and in serious cases the search engine may take manual action. Honest markup is the safer route.
- Using a generic type where a precise one exists.
- Marking up content that is not on the page: hidden reviews, invented ratings, prices visitors cannot see.
- Leaving outdated data: an old phone number, a previous address, an expired promotion.
- Copying another site’s markup without editing it, including their name and address.
- Missing the required properties for the rich result you want.
How to test your markup
Run pages through the Schema Markup Validator, which checks syntax and conformance to the vocabulary, and through Google’s Rich Results Test, which shows whether a page can qualify for rich results. Google publishes which properties are required or recommended, and those requirements change, so always check the current documentation. After launch, watch the enhancement reports in Search Console.
Test again after every redesign or template change. Markup often breaks silently.
Where to start
Do not mark up everything at once. Begin with the home page (Organization or the right LocalBusiness subtype), then the pages that bring in enquiries: services or product pages. Blog posts and FAQ blocks come next. For each type, check the requirements and make sure the data is real.
If you want structured data handled as part of broader SEO optimisation in Uzbekistan, the markdev team can audit your existing markup and set it up alongside technical fixes. Tell us about your site and we will suggest which types make sense for it.
FAQ
Does schema markup improve rankings?
Not directly or by guarantee. It helps search engines understand a page and can make it eligible for rich results, but it does not raise positions on its own.
Do I need a developer to add it?
On a CMS or site builder a plugin or a dedicated field is often enough. On a custom site, a developer can generate the markup from your database so it stays accurate.
Which format should I use?
JSON-LD. It sits in its own block, does not interfere with layout and is easier to maintain than microdata embedded in HTML.
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