Function Call (Schema Action)

What Is a Function Call (Schema Action)?

Function call (Schema Action) refers to structured data in JSON-LD format that enables executable actions directly from Google search results. A user can, for example, call a restaurant, make a reservation, book a movie, or start a game directly in Google Search — without visiting the website. This is an advanced form of rich results that not only displays information but enables real interactions, creating a bridge between search result and conversion.

Technically, function calls are implemented through schema.org markup with the type “Action” (e.g., ReserveAction, BuyAction, CallAction). The markup tells Google which concrete actions are available from the page and at which URL that action is triggered. When a user selects an action in the search results, Google redirects them to the corresponding action — such as a booking page or phone number. Google validates the action and only displays it if the markup is correct and the action actually works. This also requires a mobile-optimized user experience.

For practical implementation, Schema Action is particularly worthwhile in certain industries: restaurants use ReserveAction for table reservations. E-commerce sites implement BuyAction for direct purchases. Movie sites use WatchAction. Hotels implement ReserveAction. First check in the Search Console and in the Google Rich Results Test whether your page qualifies for such features. Then implement the correct schema.org markup. This not only increases visibility in search results but also reduces friction in the purchase process — users don’t need to visit the website first to complete an action. This leads to higher CTR and faster conversions.