Technical SEO Basics: Intro To Schema Markup

Digital Marketing » Search Engine Optimization » Technical SEO Basics: Intro To Schema Markup

Schema markup is a type of code that website owners can add to their web pages to help search engines to better understand the content. This makes it easier for search engines to display relevant and rich snippets in their search results.

By adding schema markup, website owners can provide search engines with additional information about the content on their site, such as the type of content, location, contact information, reviews, and more. Search engines then use this information to create enhanced search results that include rich snippets, which can help to improve click-through rates and drive more traffic to a website.

Schema markup is important for SEO because it helps improve the website’s visibility in search results. When a website has schema markup, search engines can more easily identify the relevance and importance of the content, making it more likely to appear in the top search results for certain queries. This can lead to increased traffic, higher click-through rates, and, ultimately, more conversions and sales for the website owner.

This article will explore schema markup, its specific role in SEO, and how it can benefit organizations as they attempt to drive traffic to their websites.

What is Schema Markup?

Schema markup is a type of structured data that helps search engines understand web pages and their content. It is written in a specific language called, which allows webmasters to include additional information about a page or website other than the text that is visible to users. This information can include things like the author of an article and the type of product being sold on a page. 

Schema markup works by providing more detailed information about what is on each web page. Search engines can use that information to provide more accurate results when someone searches for something related to your website. For example, if you have an online store selling books, you could add schema markup stating that it’s an online store selling books so that when someone searches for “buy books online,” your website appears higher in the search results. 

Some examples of schema markup in action include: 

  • Article schema markup: Used for blog posts and articles on websites; includes metadata such as author name, date published, and description. 
  • Review schema markup: Used for reviews, including ratings and reviews from customers or critics.
  • Product schema markup: Used for products listed on websites; includes price range and availability details.

Types of Schema Markup

There are various types of schema markup, each of which offers relevant information and can help boost SEO. When trying to increase web traffic, it’s essential to be aware of how different types of schema markup vary from each other and how and when each should be used. Some of the most common types include:

  • Organization schema markup: This type of schema markup provides information about an organization, including its name, logo, contact information, social media profiles, and other relevant details.
  • Article schema markup: This schema markup is used for articles or blog posts and provides information about the headline, author, date published, image, and more.
  • Local business schema markup: Local business schema markup gives information about a local business, such as its name, address, phone number, and business hours. This type of schema markup is particularly useful for businesses that have physical locations and want to appear in local search results.
  • FAQ schema markup: This schema markup is used for Frequently Asked Questions (FAQ) pages and offers information about the questions and answers, including the question text, answer text, and other relevant details.
  • How-to schema markup: How-to schema markup is used for step-by-step instructions and provides information about the steps and tools required for the topic at hand.
  • Product schema markup: This schema markup provides information about a product, including its name, image, price, and availability.
  • Review schema markup: Review schema markup is used for product or service reviews and provides information about the reviewer, rating, and more.
  • Video schema markup: This schema markup provides information about a video. Relevant information may include its title, description, duration, and thumbnail. Video schema markup can be used for videos embedded on a webpage or hosted on a video-sharing platform such as YouTube.

How to Implement Schema Markup

There are a number of ways that schema markup can be implemented. For example, Google’s Structured Data Markup Helper is a free tool designed to help users create and implement schema markups on their websites. Here’s how to use it:

  1. Go to Google’s Structured Data Markup Helper tool.
  2. Select the type of data you want to markup (e.g., article, local business, product).
  3. Paste the URL of the page you want to markup or paste the HTML code into the tool.
  4. Use the tool to highlight the different elements on the page and assign the appropriate schema markup.
  5. Once you have completed the markup, download the generated HTML code and add it to your website.

You can also add schema markup to HTML manually by following these steps:

  1. Identify the content on your website that you want to markup.
  2. Choose the appropriate schema markup type for the content (e.g., article, local business, product).
  3. Add the relevant schema markup tags to the HTML code.
  4. Test your schema markup using Google’s Structured Data Testing Tool to ensure that it is working correctly.

There are various tools that can help you create schema markup for your website. They include Schema App, JSON-LD Schema Generator, and Rank Ranger’s Schema Markup Generator. Tools like these can be particularly useful if you are not familiar with HTML or are just looking to save time.

Whether you decide to use an online tool or not, there are a few common errors to watch out for when implementing schema markup on your website. These can negatively impact your website’s performance. Common errors you may encounter in the process include using incorrect or outdated schema markup types, duplicating schema markup, and not testing your schema markup.

Benefits of Using Schema Markup

Using schema markup can benefit website owners and users in many ways. First and foremost, it can improve search engine visibility by providing additional information about the content on a web page. This helps search engines to better understand the context of the content and display it more prominently in search results. 

With additional clarity, users can ultimately boost their search engine rankings and increase visibility for their websites. This is a critical aspect of SEO and is paramount to business growth. By prioritizing schema markup, they can attract more site visitors and garner interest in their products or services.

Schema markup can also increase click-through rates by providing users with more relevant and informative search results. By displaying rich snippets that include additional information such as ratings, reviews, and pricing, schema markup can help users to make more informed decisions about which results to click on.

Finally, schema markup can improve the user experience by making it easier for users to find the information they seek. In today’s content-saturated digital climate, people aren’t looking to spend a lot of time searching for what they need. Businesses that position their content in a way that’s easier to find and read tend to experience greater SEO success than those that do not.

Get Started With Schema Markup to Improve SEO

It’s no secret that SEO has become more important than ever. With a growing number of businesses competing in the online space, website visibility can make or break the success of your company. Schema markup is an essential tool for website owners that want to improve their search engine visibility, increase click-through rates, and offer a better user experience. 

The schema markup process works to enhance web page content so that search engines can gain a better understanding of the meaning behind content. This, in turn, enables those engines to display content more effectively. It can lead to increased traffic and, ultimately, more conversions.

Website owners who have not yet implemented schema markup on their websites should consider doing so. Schema markup is a relatively simple and inexpensive way to improve the search engine optimization of a website and can significantly boost user engagement. In this way, schema markup allows site owners to spread brand awareness and stand out from the crowd in search results.

By taking the time to understand and implement schema markup, site owners can ensure their content gets seen by the right people at the right time. Rather than relying solely on guesswork, they can leverage proven strategies for increasing the relevance of their content and getting it on page one. Get started with schema markup today to transform your SEO strategy.

About The Author

Matthew Post

Matthew Post

Matthew Post has dedicated over two decades to building and optimizing websites. He has worked in-house for nationwide e-commerce companies and large local firms to increase customer engagement through conversion rate optimization and search engine optimization. His expertise covers both the development and growth of digital properties.