What is Schema Markup in SEO?

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Schema Markup

Have you ever tried to increase the SEO of your website but given up due to the difficult technical terms and perplexing code?

This new form of optimization is one of the best yet least-used kinds of SEO currently available. Learn why schema markup is so important for SEO so you can improve your website’s ranking in the search engine result pages (SERPs) after you understand the theory and practice of schema markup.

In this article, we’ll discuss how to use schema markup for SEO and how it can be used to better organize data on a website so that search engines can use it.

Schema Markup, and it’s Importance

Schema markup is code that you apply to your website. You may provide additional information about your pages, posts, products, services, businesses, and more to search engines like Google by adding schema markup to your website.

For example, adding schema markup to a recipe page on your site provides details about cook time, ingredients, calories, and nutrition. This allows Google to display a rich snippet for that recipe in search results, complete with an image, cooking details, and ratings. The same goes for event pages, product pages, movie reviews, and local business listings.

What is the Schema Used for in SEO?

Schema markup helps search engines understand your web page’s content and structure. By adding schema markup to your site, you’re giving search engines extra details about your pages to improve how to boost SEO using schema, rank, and display your content in search results.

What can Schema do for Your SEO?

  • Improve search rankings. Schema markup gives search engines context about your content, helping them determine that your page is relevant for certain searches. This can improve your rankings for target keywords.
  • Enhance search snippets. Schema markup allows search engines to generate rich search snippets with additional details from your page, like ratings, prices, images, and more. These snippets attract more click-throughs from searchers.
  • Enable new search features. Schema markup allows your pages to qualify for special search result types like recipe cards, product listings, business profiles, and more. Appearing in these special results gets you more visibility and traffic.
  • Increase CTR. The additional details and media in schema-enhanced search results tend to generate more interest and clicks from searchers.


The Core Schema Markup Items to Include on Your Site

The core schema markup items to include on your website are:


If you sell products, the product schema markup is essential. Search engines can better grasp what you sell if you give them information about your product offerings. Incorporate details such as the item’s name, description, picture, cost, brand, and availability.


The Organization schema markup allows you to give details about your business or organization. Search engines will display this information prominently in search results and will better understand your company as a result.

Breadcrumb List

Breadcrumb markup creates a breadcrumb trail on your site to help users navigate and give search engines a sense of your site hierarchy. Include the homepage, any category pages, subcategory pages, and the current page in your breadcrumb list.


If you have product reviews or ratings on your site, review schema markup allows you to mark this up so it is understandable by search engines.

Using just these few core schema markup items can significantly improve how your content and information are understood, displayed, and ranked in search engines. Be sure to follow the guidelines for proper implementation to maximize the benefits.

Best Practices for Implementing Schema Markup

When adding schema markup to your website, follow these best practices: Use schema tags that are appropriate for your content. For example, blog posts, e-commerce items, events, etc. Make sure you are using current schema vocabularies and types.

  • Test your schema to ensure it’s properly formatted before launching. Use a tool like Google’s Structured Data Testing Tool to validate your schema.
  • Keep your schema concise and only include relevant details. Don’t overload the schema with too much information. Focus on the key highlights that will help search engines understand your content.
  • Use appropriate item types and properties. For example, if you have a product, use the item type and properties like name, image, brand, etc.
  • Place your schema markup in the head section or body of the HTML page it describes. The schema should be on the same page as the content it represents.
  • Use semantic HTML to structure your content. Schema works best when paired with well-structured content and semantic HTML elements, etc.
  • Review schema guidelines for the major search engines. Follow Google’s guidelines for the schema types you implement to ensure maximum benefit.
  • Test and track how schema markup impacts your search rankings and traffic. Look for increases in clicks, impressions, and rankings for pages using schema markup.


Schema Generator Tools to Make Your Life Easier

There are several free tools available to help you easily add schema markup to your website. These generators will save you time and ensure your markup is implemented properly.

Schema App

All you have to do is fill out the fields, copy the generated code, and paste it into the HTML of your page.

Schema Pro

For more advanced needs, Schema Pro provides an intuitive interface to create a schema for local SEO services, e-commerce sites, FAQs, recipes, and events. Select from many schema types and the tool will provide the fields to complete based on the schema you choose. It’s free to use and also offers useful schema validation to check your existing markup.

Google’s Structured Data Testing Tool

Once you’ve added schema markup to your pages, use Google’s testing tool to validate your markup and ensure there are no errors. Enter the URL of your page and the tool will parse your schema and report any issues found so you can fix them right away. Fixing errors and warnings will help Google understand your schema and use it to enhance your listings and rankings.

Using these and other schema generation tools will make the technical implementation of schema markup a breeze so you can focus on optimizing your content. Check your markup for errors and make any needed corrections to take full advantage of the SEO benefits of schema.org.

How to Test Your Schema Implementation for Errors

Use Google’s Structured Data Testing Tool.

Where do I add schema markup to the website? Google provides a free structured data testing tool where you can enter a page URL and it will analyze the schema markup. It will check for issues like invalid properties, missing required properties, and formatting errors.

You’ll get a report of any issues found so you can make corrections. Once the tool shows no errors, you know your schema markup is valid and should be working properly.

View the Page Source.

Look at the actual code on your page to make sure the schema markup is present. Search for “Schema.org” to find the schema tags. Check that the markup has proper syntax, uses supported schema types, and includes all required properties for the chosen type.

Test in Other Tools

Other free tools like Woorank’s Schema Validator, Moz Pro’s Schema Markup Validator, and Microsoft’s Bing Webmaster Tools can also analyze your schema markup for errors. Use multiple tools to confirm that there are no issues.

Search on Google

Do some searches on Google for your business name, product name, or other important keywords.

Double-check that your schema markup is error-free across tools and tests. Make any needed corrections to your code so you can benefit from enhanced search listings and a better experience for your site visitors.

Is Schema Necessary for SEO?

Schema markup is not technically required for search engine optimization (SEO), but it can provide substantial benefits. Adding schema markup to your website helps search engines better understand your content.

Search engines can better deliver relevant results to users by having access to more high-quality information about your content and company. Schema markup is a best practice that can give you a competitive edge, even if it’s not 100% needed for SEO.

When properly implemented, schema aids search engines in indexing and ranking your most crucial pages, which generates more relevant organic traffic and improves exposure in the search results.

Schema markup isn’t technically required for SEO but it is highly recommended. By implementing schema on your website, you’re giving search engines valuable context about your content and business. This additional information helps improve rankings, traffic, and visibility, all of which are important for success with SEO.


How Many Schemas are there in SEO?

Structured Data Schema

These are used to provide additional context for search engines about the content on your pages. Some examples are schema.org schemas like Recipe, NewsArticle, Product, etc. Using these can help your content rank better in search results and provide rich snippets.

To implement structured data schemas, you add code to the HTML of your web pages that provides information about the content in a standardized format that search engines can understand.

Local Business Schema

If you have a physical business location, you’ll want to use schema to markup information like your business name, address, phone number, opening hours, etc. This helps search engines identify your business and can enable features like the knowledge panel and local SEO service business badges.

Breadcrumb Schema

Breadcrumb schemas are used to indicate the page hierarchy on your site. They show the path a user took to arrive at a page through linked text or images. Breadcrumb schemas make it easy for users to navigate backward through the sections and categories of your site.

FAQ Schema

You can mark up the inquiries and responses on your frequently asked questions websites by utilizing the FAQ structure. This may lead to your FAQ content showing up right in the search results, giving users access to the information they need without having to visit your website.

The key is to choose schemas that are relevant to the content and features of your particular site. E.g., WordPress SEO service

Which Schema Markup Should I Use?

Schema markup helps search engines understand the content and relationships on your web pages. There are many types of schema you can implement, so choosing the right ones for your site can be tricky.

Focus on Your Page Type.

Think about what each page on your site represents. Is it an article, product, recipe, event, or organization? Choose schema types that match your content. For example, use the article schema for blog posts, the product schema for product pages, and the recipe schema for recipe pages.

Add Markup Gradually.

Don’t feel overwhelmed by all the schema options. Start with just one or two types that are most relevant for your site. You can always add more schema as you go. Focus on pages that get the most traffic first.

Test and Validate Your Markup.

Use a tool like Google’s Structured Data Testing Tool to validate your schema code. Check for any errors and make sure search engines can properly read your markup. Fix any issues before launching the updated pages on your site.

Keep Your Markup Up To Date.

Schema standards change over time. Review your schema code periodically and make any needed updates to ensure compliance with the latest standards. This helps search engines continue to properly understand and display your content.


How Can I Improve My SEO With Schema Markup?

Schema markup is code you add to your website to help search engines better understand your content.

  • Add schema markup to your page using JSON-LD (JavaScript Object Notation for Linked Data).
  • Choose a schema type that matches your content. On a blog post page, use article schema and include a headline, article body, date published, author, comments, etc.
  • Make sure your schema markup is valid by testing it with Google’s Structured Data Testing Tool. Invalid markup won’t provide any SEO benefits.
  • Well-implemented schema markup may lead to enhanced search appearances like featured snippets, knowledge panels, or image carousels in Google search.
  • Monitor how to add schema markup to your website and how your pages rank and appear in searches to see if you’re getting the desired benefits. Make adjustments as needed to continue optimizing.

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Related: What is technical SEO?


Here’s a quick guide on how to use schema markup to give search engines a better understanding of the organization and content of your website. Although it may require some additional work, adding schema markup to your website can significantly improve its exposure and search ranking. The short-term investment will eventually pay off through more organic traffic and an improved user experience.

Pick a content type, choose the appropriate schema properties, and get to work adding semantic richness to your web pages.


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