What schema markup does for a Tilda site
Picture the website of a dental clinic or a car service in Tashkent. The contacts page shows an address, a phone number and opening hours. A person reads that at a glance, while a search crawler has to guess which string of digits is a phone number. Schema markup removes the guesswork by describing the same facts in a strict format based on the Schema.org vocabulary.
Keep expectations realistic. Markup alone does not push a site up the rankings. It helps a search engine understand the page correctly and makes the page eligible for rich results, but the search engine decides whether to show them, and the rules for individual markup types change over time.
Tilda can add some markup on its own, for example for products in a store catalogue. Before pasting your own code, run the page through a testing tool and see what is already there. Otherwise you risk duplicate and conflicting data.
Which schema types a business needs
You do not need to mark up everything. Pick types that match what is really on each page:
For a small service website, two things are usually enough: company markup on the home or contacts page, and FAQ markup on a few key service pages. If you run an online shop that accepts Click or Payme, add Product markup and give the currency as UZS.
- Organization or LocalBusiness: name, logo, address, phone, opening hours, links to Instagram and your Telegram channel.
- Service: what you offer, the company providing it and the area you serve.
- FAQPage: questions and answers, only if the page really has such a block.
- Product: catalogue items with a price in soums and availability.
- Article: blog posts with an author and publication and update dates.
- BreadcrumbList: the page's position in the site structure.
Where to paste JSON-LD in Tilda
JSON-LD is the most practical format. It is a separate script that does not mix with the layout and does not depend on how Tilda blocks are built. Google recommends it, and other search engines understand it too. There are three places to put it:
Always paste the code in full, including the opening and closing script tags with the application/ld+json type. Whether the code fields are available depends on your Tilda plan. If the site runs in both Russian and Uzbek, prepare the markup for each language version separately, in the language of that page.
- The HTML code block on the page you need. Visitors do not see it, so this is the simplest option.
- The head code field in the page settings, if the markup is meant for that page only.
- The site-wide settings, if the code must appear on every page. Company markup usually needs to live on one page only, so this option is rarely necessary.
Preparing the code without mistakes
Take a ready example of the type you need from Google's developer documentation or from Schema.org and fill in your own data. The key rule: everything in the markup must be visible to the visitor on the page. If the code lists one phone number and the page shows another, that is an error. Write numbers in international format with the +998 country code.
Do not mark up what is not on the page. A rating or reviews that visitors cannot see, or reviews the company wrote about itself, invite trouble with search engines. Questions and answers should be unique for each page rather than the same set copied across the site.
Testing the result
After publishing, open the page in Google's Rich Results Test and in the Schema Markup Validator. Yandex Webmaster also has its own markup checker. Fix the errors and warnings that affect important fields. Over time, Search Console will show reports on the markup types it found and any errors in them.
Common mistakes
Most problems repeat from site to site. Check yourself against this list:
- A missing comma or quotation mark breaks the whole block.
- Data in the markup differs from the text on the page.
- One identical set of questions copied to every page.
- Reviews written by the company about itself included in the markup.
- Address, phone or hours updated on the page but not in the code.
- Duplicates of markup that Tilda has already added.
Maintenance and where to start
Keep a list of pages that carry markup and update it whenever the address, phone, prices or questions change. Start small: company markup on the contacts page and FAQ markup on a few main service pages. Once the code passes testing without errors and you know how to maintain it, extend it to other pages.
If syntax is not something you want to deal with, you can order a template from a specialist and update the details yourself later. At markdev we handle SEO optimisation in Uzbekistan, including sites built on Tilda. Tell us about your project and we will talk it through.
FAQ
Will schema markup improve my Google rankings?
Not by itself. It helps search engines understand the page and makes it eligible for rich results, but the search engine decides whether to display them.
Do I need a developer to add JSON-LD to Tilda?
Not necessarily. JSON-LD looks like plain text, but one stray comma can break the block. If you have no experience, have a specialist prepare a template and update the details yourself afterwards.
Does Tilda add schema markup automatically?
For some blocks, such as store products, yes. Test the page before adding your own code so you do not create duplicates.
Which tools can I use to test markup?
Google's Rich Results Test, the Schema Markup Validator and the checker in Yandex Webmaster. Site-wide reports appear in Search Console over time.
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