Only 50.9% of the homepages of the 10,000 most visited websites carry schema markup, the code that tells search engines and AI systems what a page is about, against 55.7% across all websites. And the types that describe a business in detail are rare: LocalBusiness markup appears on 5.2% of homepages.
Analysis of 15,469,112 mobile homepages · HTTP Archive, September 2026
Key Findings
- 1.50.9% of the homepages of the 10,000 most visited websites carry schema markup, fewer than the 55.7% across all website homepages.
- 2.44.3% of website homepages have no schema markup at all, leaving search engines and AI systems to work out what the business is on their own.
- 3.LocalBusiness schema, which ties a website to a business's name, address and hours, appears on only 5.2% of website homepages.
- 4.The most common schema type on website homepages is WebSite, found on 38.3%, followed by Organization at 30% and WebPage at 25.6%.
- 5.47.8% of website homepages use JSON-LD, now the dominant schema format, against 19.9% using the older microdata format.
Summary
Ask Google or an AI assistant for a bakery open on Sunday near you, and the answer depends on what those systems can read with certainty. A bakery whose website states its name, address, phone number and opening hours in schema markup hands them those facts directly. One that does not leaves them to guess from the page text.
Schema markup is a standard vocabulary, from schema.org, that a website adds to its code to describe itself in a format machines read without interpretation. It powers rich results such as star ratings, prices and FAQs in Google, and it helps search engines and AI systems connect a website to the business, products and people behind it.
44.3% of website homepages have no schema markup at all, and the most visited websites are less likely to have it than the rest: 50.9% of the top 10,000 homepages carry schema markup, against 55.7% across the web. And where markup exists, it is mostly generic; LocalBusiness appears on 5.2% of homepages.
What we measured
We used the September 2026 HTTP Archive, a public dataset that tests millions of websites every month, and checked 15,469,112 mobile homepages for schema.org markup after each page had fully loaded. A homepage counts as using schema if it contains markup in JSON-LD or microdata, the two most common formats. For each homepage we listed the schema types it declares, such as Organization or LocalBusiness, and counted how many homepages carry each type. We grouped sites by popularity using Google's Chrome UX Report.
A schema type names what is being described: WebSite describes the site as a whole, Organization the company behind it, LocalBusiness a business with a physical location, and FAQPage a page of questions and answers. JSON-LD is a block of structured code separate from the visible page, and the format Google recommends; microdata is an older format woven into the page's own HTML.
Big sites are less likely to use schema
The most popular websites are less likely to have schema markup on their homepage than the web as a whole, 50.9% against 55.7%. A likely reason is how sites are built. Many small sites run on content management systems whose SEO plugins add basic WebSite and Organization markup automatically, while large custom-built sites need a developer to add it on purpose. Either way, a big brand is no guarantee that the markup is there.
JSON-LD is now the dominant format, on 47.8% of homepages, while microdata still appears on 19.9%. Some pages carry both, which is why the two shares add up to more than the 55.7% total.
Generic types dominate, business types lag
The most common types describe the website rather than the business behind it: WebSite on 38.3% of homepages, Organization on 30%, SearchAction on 27.5% and WebPage on 25.6%. These are the types that SEO plugins commonly add by default.
Source: Suff Digital analysis of 15,469,112 mobile homepages · HTTP Archive, September 2026
The types that describe what a business does and where it is are far rarer. PostalAddress appears on 12.4% of homepages, LocalBusiness on 5.2%, OpeningHoursSpecification on 3.6% and FAQPage on 3.4%. For a local business, LocalBusiness markup with an address and opening hours is what ties the website to its map listing, and 94.8% of homepages do not have it. That gap is room for any business willing to add a few lines of code.
What this means for businesses
Test your homepage in Google's Rich Results Test or the Schema Markup Validator. If nothing shows, start with Organization or LocalBusiness markup that states your name, logo, address, phone number and opening hours, the facts search engines and AI assistants look for when they describe a business.
If a plugin already adds WebSite and Organization markup, go one step further and add the type that matches each page: Product for product pages, Service for service pages and FAQPage where you answer real questions. Keep the details in the markup identical to your Google Business Profile, then re-test to confirm the result.
Our technical seo services add and test structured data across every template, so each page tells search engines exactly what it offers.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/schema-markup-adoption-rate">The Top 10,000 Websites Use Schema Markup Less Than the Web Overall: 50.9% vs 55.7% - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). The Top 10,000 Websites Use Schema Markup Less Than the Web Overall: 50.9% vs 55.7%. https://www.suffdigital.com/resources/data-studies/schema-markup-adoption-rate
The Top 10,000 Websites Use Schema Markup Less Than the Web Overall: 50.9% vs 55.7% - Suff Digital - https://www.suffdigital.com/resources/data-studies/schema-markup-adoption-rate