What is Schema Markup and how to use it successfully?
Have you heard of Schema.org, Schema Markup, Structural Data? You may have been scratching
your head thinking about what your peers (especially website developers) can talk about?
Well, you're in luck now! Pour clear water into the glass and see what it is all about!
What is Schema Markup?
Search engines work hard to understand the content of your website. And this is where Schema
markups come in.
Ryan Mackeller says: "No matter how smart Google is, it still struggles with the content of websites.
That's why there are schema markups, which are some form of metadata. This metadata that is
added to your web page helps Google categorize it. "
In other words, shcema markup is called structural data and can be considered as the language of
search engines with a unique vocabulary.
Structured data is code-based, which helps give search engines deeper and clearer information,
making it easier for you to understand and rank your page.
Some of these schemes are so common that you wouldn't even think of it. These include reviews and
ratings, prices that appear in search results.
Depending on the interface your site is built on, there are several ways to implement a schema. For
example, WordPress has plugins that you can install.
For other CMSs, depending on the language type, either manually, in the page header, or in HTML.
Schema markup is so important to search engines that it's actually a collaboration between Google,
Bing and Yahoo!. It's a great thing to bring these competitors together!
Why is schema markup important to me?
Search results for which a schema is specified, inform users more quickly. The user can see the
information right away and decide whether to click on you or look for something more relevant to
This information will help your website get better placement on different content and, by the way,
get more clicks, even more purchases in the web store!
However, it is important to keep in mind that this is not a SEO tip, it is just a help for the search
engines to categorize the content of your website.
The only way that schema can cause you problems is by your competitor using it and you’re not.
According to Search Engine Land research, if you use schema, you may see a 30% increase in clicks.
What types of Schema Markups exist?
There are hundreds of different markup types because people ask so many different questions to
You may have guessed right now that certain schemes work only with certain search engines.
Because the major search engines (Google, Bing, Yandex, Yahoo!) operate this system together, the
answer is no. Each search engine looks for and reads the same information.
Here are the top 10 most used schema markup!
# 1st Organizational Schema Markup
Organizational schema markup allows you to specify your company profile, logo, contact
information, location and social media profiles. This way, you can give people brief and relevant
information without having to dig deep into the content of your website. By the way, this method
makes it easier for people to contact you, even right away!
#2 Person Schema Markup
A person schema markup provides information about a specific person, such as name, birth, address,
qualifications, family members.
Google assumes that if you are searching for people by name, you are probably looking for some
This way, with this schema, you can see the answers right away without having to click on a web
#3 Local Business Schema Markup
This is great for local shops or businesses. Helps customers find your business location and other
information, such as address, opening hours, contact details. This is usually good for companies that
actually have a business, e.g. restaurants, entertainment venues, even pharmacies.
#4 Product and Offer Schema Markup
Use it to sell products or sell services.
You can enter the price, product name. This way, your product or service will stand out from the
crowd as the most important information is immediately available.
# 5 ”Breadcrumbs” Markup
The "breadcrumbs" markup lists the links to the current page. This helps the user to view the web
page and also reduces the bounce rate.
# 6 Article Schema Markup
Article schema markup is usually used for news and blog posts.
It makes it easier for search engines to understand the headline, the time of publication, the
highlighted knife and sometimes even the videos. However, there are article schema markups that
can be used for different types of articles, such as. blog post, news, etc.
# 7 Video Schema Markup
Video schema markup is a good way to help Google crawl the videos on your web page. This is
otherwise very difficult for search engines.
It also helps your videos appear on Google Video Search.
# 8 Event Schema Markup
The event schema markup provides additional information about events (eg concerts,
performances). You can make it easier for people by giving them basic information about the
purchase of tickets, the date, the venue and the prices.
# 9 Recipe Schema Markup
This is typically used by recipe websites. Helps users to see recipe details, ratings, preparation times
without a click.
# 10 Rating / Review Schema Markup
Who wouldn't look at reviews before using a service or buying a product?
With this schema markup, you can provide information that is useful to users so they don't have to
crawl through the masses of websites.
Schema encoding types
There are only three types of encoding: JSON-LD, Microdata, RFDa. SEMRush does a great job of
making it easy for average business people to understand.
As a marketer, it is important to understand that RDFa and Microdata are an older way of writing
These types of languages include embedding the code directly into HTML, but this can cause
problems on the page, such as incorrect HTML syntax and page loading.
JSON-LD is the preferred method for adding structured data to your site because it is the simplest
and most easy way to integrate site code. Until recently, most search engines did not use this type of
RDFa represents the descriptive frame of resources in attributes. This is a form of code that can be
added to any HTML, XHTML, and XML document.
In fact, they all do the same thing, the difference is that they are differently built into the site.
How do I integrate Schema Markup into my site?
Well, by now, you must have thought that it's great, you can learn another code language or spend a
lot of money again to improve your site.
You really don't need any of these.
No need to learn a new code language! Here's how to add Schema markups to your page using a
1. Visit the Google Sturcture Data Markup Helper.
2. Select the data you want to mark.
3. Paste the page or article URL you want.
4. Highlight and select the ones you want to mark.
5. Continue adding. Use the list of data as a guide and continue with the selection. Don't worry if you
can't add everything, just add the essentials. But keep in mind that more is better!
6. Create HTML.
7. Use the Structured Data Testing tool to see how your page will look with scema markups. You can
also use this tool to show you any errors.
8. Add the generated schema to your web page.
There are many tools that can help you create a schema markup.
Here are some:
• Google Data Highlighter
• Google Structured Data Markup Helper
• JSON-LD Schema Generator by Merkle
Validators and test tools
• Yandex Structured data markup
• Yandex Structured data validator API
• Structured Data Testing Tool
• Google Search Console Rich Cards
• Google Rich Results Tester
• Bing Webmaster Tools Markup Validator
For those who use WordPress, here are some plugins:
• Yoast SEO Local
• Yoast SEO