Schema markup that actually earns rich results

You can add Schema to every page on your site and earn exactly zero rich results. Markup is necessary but not sufficient; Google has to trust it, and trust comes from three things.

Rule 1: mark up what's visible

Schema must describe content a user can actually see on the page. Marking up a review that isn't rendered is a fast track to a manual action.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "...",
      "acceptedAnswer": { "@type": "Answer", "text": "..." }
    }
  ]
}

Rule 2: be complete

Half-filled markup gets ignored. Fill every recommended property the rich result needs, not just the required ones.

Rule 3: stay consistent

The entity in your markup, your on-page content and your other sources should all agree.

Rich results are earned, not declared. Markup just makes you eligible.