Schema Markup是什么?用Rich Snippet提升CTR(含JSON-LD示例)

Schema Markup是让搜索者在Google上比对手先看到Rich Result的关键——星级、价格、图片、SERP里展开的FAQ。仅靠加对类型的Schema,CTR就能提升20-40%。

本文覆盖:

Schema是什么
泰国网站实用的8种类型
可复制的JSON-LD示例

Schema Markup是什么——简短定义

Schema.org是Google、Bing、Yandex共用的词汇表,用来描述网页上的内容。

例:您的某页是一篇文章,Schema告诉Google:

谁写的
何时发布
哪张图是Featured image
关于什么主题

Google用这些数据在SERP显示Rich Result。

使用哪种格式

三种格式:

JSON-LD —— Google推荐(放在<head>的<script>中)
Microdata —— 嵌入HTML(更难,维护麻烦)
RDFa —— 嵌入HTML

始终用JSON-LD —— 更简单,Google更喜欢。

泰国网站实用的8种Schema

1. Organization(所有网站都需要)

通过BaseLayout放在每页

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Southern Whale",
  "url": "https://southernwhale.com",
  "logo": "https://southernwhale.com/images/logo.webp",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+66-93-574-9544",
    "contactType": "customer service",
    "availableLanguage": ["Thai", "English"]
  },
  "sameAs": [
    "https://line.me/ti/p/7rYm89C06d",
    "https://www.facebook.com/southernwhale"
  ]
}

2. LocalBusiness(有实体位置的业务)

{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "name": "Southern Whale Phuket",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "...",
    "addressLocality": "Mueang Phuket",
    "addressRegion": "Phuket",
    "postalCode": "83000",
    "addressCountry": "TH"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 7.8804,
    "longitude": 98.3923
  },
  "telephone": "+66-93-574-9544",
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
    "opens": "09:00",
    "closes": "18:00"
  },
  "priceRange": "$$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "50"
  }
}

3. Article/BlogPosting(文章)

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "Schema Markup是什么?如何加Rich Snippet",
  "image": "https://southernwhale.com/images/blog/schema-markup-guide-2026.jpg",
  "datePublished": "2026-05-16",
  "dateModified": "2026-05-16",
  "author": {
    "@type": "Organization",
    "name": "Southern Whale"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Southern Whale",
    "logo": {
      "@type": "ImageObject",
      "url": "https://southernwhale.com/images/logo.webp"
    }
  }
}

4. BreadcrumbList

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "首页", "item": "https://southernwhale.com/" },
    { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://southernwhale.com/blog/" },
    { "@type": "ListItem", "position": 3, "name": "Schema Markup是什么" }
  ]
}

5. FAQPage(FAQ页或文章中的FAQ section)

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Schema Markup是什么?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema是Google用来理解您页面的词汇表..."
      }
    }
  ]
}

6. Product+Review+AggregateRating(电商)

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "...",
  "image": [...],
  "description": "...",
  "brand": { "@type": "Brand", "name": "..." },
  "offers": {
    "@type": "Offer",
    "price": "1500",
    "priceCurrency": "THB",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "120"
  }
}

7. Hotel+Offer(酒店网站)

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "name": "Pool Villa Karon",
  "starRating": { "@type": "Rating", "ratingValue": "4" },
  "amenityFeature": [
    { "@type": "LocationFeatureSpecification", "name": "Free WiFi" },
    { "@type": "LocationFeatureSpecification", "name": "Pool" }
  ],
  "priceRange": "฿8000-฿20000",
  "containsPlace": [
    {
      "@type": "Room",
      "name": "Pool Suite",
      "occupancy": { "@type": "QuantitativeValue", "maxValue": 2 }
    }
  ]
}

8. Service(服务页)

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "SEO Services",
  "provider": {
    "@type": "Organization",
    "name": "Southern Whale"
  },
  "areaServed": [
    { "@type": "City", "name": "Phuket" },
    { "@type": "City", "name": "Krabi" }
  ],
  "offers": {
    "@type": "AggregateOffer",
    "lowPrice": "40000",
    "highPrice": "300000",
    "priceCurrency": "THB"
  }
}

如何验证Schema可用

1. Schema.org Validator

https://validator.schema.org/ 输入URL或贴代码→看errors/warnings

2. Google Rich Results Test

https://search.google.com/test/rich-results 测试Google是否识别您的Schema并会显示Rich Result

3. Google Search Console

提交Schema 1-2周后,GSC Enhancements tab可看Google抓取到的Schema

常见错误

❌ 加与内容不匹配的Schema —— Google惩罚 ❌ 加假评价 —— Google能识别且重罚 ❌ 多个Schema冲突 —— 例如Organization+LocalBusiness的NAP不一致 ❌ 在被Google降权的Auto-generated页加Schema ❌ Microdata+JSON-LD同时用 —— 二选一

在您的网站开始加Schema

优先级:

Organization/LocalBusiness(sitewide)
BreadcrumbList(所有详情页)
Article(所有Blog post)
FAQPage(所有含FAQ的页面)
Product/Service(按业务类型)
特定:Hotel/Restaurant/Event/Course/Recipe

首次2-4小时,之后是可复用的Template。

申请Schema Implementation

SEO Audit服务每次都含Schema Implementation Plan+我们的Dev团队代您Implement。

或如果是即将开发的新站——我们用Astro/Next.js从首日就内建Schema.org,请看Web Development。