Schema Markup: What It Is & How to Implement It

Schema Markup: What It Is & How to Implement It. Schema markup is like a secret code that tells search engines what’s on a webpage. When Google sees this code, it can make search results look cooler with extra information, and that makes more people click on a page.

Here’s a simple example of what this code can look like:

htmlCopy code

<script type="application/ld+json"> { "@context": "http://schema.org/", "@type": "Movie", "name": "Barbie", "dateCreated": "2023-07-21", "image": "https://m.media-amazon.com/images/M/MV5BOWIwZGY0OTYtZjUzYy00NzRmLTg5YzgtYWMzNWQ0MmZiY2MwXkEyXkFqcGdeQXVyMTUzMTg2ODkz._V1_.jpg", "director": { "@type": "Person", "name": "Greta Gerwig", "birthDate": "1983-08-04" } } </script>

Think of this code like a special message to Google. It tells Google that what’s on the webpage is like a movie. It even gives details like the movie’s name, when it was made, and who the director is.

Unlike regular text on a page, this code is organized and clear. Google loves this because it helps make search results look better.

Now, let’s talk about different types of this code and how and when to use them.

When you use Product markup, it’s like giving Google extra info about stuff you’re selling on your online store. This info can include the price, whether it’s in stock, ratings from customers, and even shipping details.

Why does this matter? Well, when people search for stuff online, Google can show them more details about your product right on the search page. This is super helpful for online stores because it gives shoppers a sneak peek before they even visit your website.

Imagine you’re looking for a new phone. You search for it on Google, and boom! You see a search result that not only tells you the price but also shows if it’s available and what others think of it. That’s what Product markup does, and it’s pretty cool.

Here’s an example of what the Product schema might appear as.

Local Business markup helps Google understand your business better. When you add this kind of code, Google can display your business hours, various departments within your business, and other important details.

Local Business rich results can appear like this:

Here’s an example of what the code for a Local Business listing can look like:

(Example code for a Local Business listing)

When you add Sitelink markup, it helps people who are searching for your website on Google. They’ll see helpful links to important pages from your site right in the search results. It makes it easier for them to find what they’re looking for. Here’s what it can look like:

Here’s an example of what the Sitelinks search box code can look like:

Event rich results are a great way to make your upcoming events stand out in Google search. Whether it’s an online webinar or an in-person gathering, these results catch people’s attention.

Here’s an example of what an Event rich result can look like:

Here’s an example of how you can use schema markup for an event happening at a physical location: Schema Markup: What It Is & How to Implement It.

Adding schema markup to your website is a good idea, but you should choose the types of schema that fit your website best. Here are some examples:

• If you run an online store, consider using Product, Breadcrumb, and Person/Organization schema.
• For blogs or news websites, think about adding Article, Breadcrumb, and Person/Organization schema.

If your website is about something specific, like food or job listings, you can use more specialized schema types like Recipe or Job Posting.

The good news is that many modern website systems (like Wix or Webflow) come with built-in schema features. If you use WordPress, you can use plugins like Yoast SEO to help with schema. These tools make it easier to add schema to your site without needing to be a coding expert.

After you’ve finished setting up, go to the “Schema” section within a post. Here, you can make further adjustments. By default, the schema page type is “Web Page,” and the post type is “Article.” This means your content is treated as a regular web page and article unless you decide to change it.

Here’s a helpful tip: If you want more detailed guidance, you can check out Yoast’s guide for WordPress users. But if you’re using platforms like Wix or Webflow, they also have their own schema markup guides. You can find them here:

• [Wix guide](link to Wix guide)
• [Webflow guide](link to Webflow guide)

Another way to add schema to your website is by manually adding the code yourself. However, this method allows for complete customization, but it’s a good idea to consult with an SEO expert or developer, especially if you’re not comfortable with coding.

Schema markup code comes in three different languages: microdata, RDFa, and JSON-LD. While Google supports all three, it’s recommended to use JSON-LD (JavaScript Object Notation for Linked Objects) because it’s less likely to have errors.

Next, you’ll need to fill in the necessary details in the provided fields. As an example, I’ve used a fictional SEO conference.

After you’ve generated the JSON-LD code, you need to add it to either the <head> or the <body> section of the webpage where you want it to apply. Google has confirmed that both options are acceptable. If you’re tech-savvy, you can also insert the code using JavaScript with Google Tag Manager.

To make sure your schema markup is correct, you can use either the Schema Validator or Google’s Rich Results Test tool. If you’ve installed Ahrefs’ SEO Toolbar, you can access these tools in the “Structured data” tab.

If you click through to the Rich Results Test, it’ll run a test and list any errors. You can click on the test result to get more details about that issue.

The Rich Results Test by Google is great for checking schema on individual pages, especially if you want to see how your page might appear in search results. However, if you want to keep track of all your rich results across your entire website, you’ll need to use Google Search Console.

Let’s say you have a small website, and you want to make sure your Review snippets are working correctly. Google Search Console can help you with that.

The thing to keep in mind is that both the Rich Results Test tool and Google Search Console mainly focus on checking schema for rich results. But schema markup can be beneficial in other ways too.

If you want to review all the schema on your website, not just the rich results, you can use Schema.org’s Markup Validator for individual pages. You can find this tool in Ahrefs’ SEO Toolbar by clicking on the “Validate” button.

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If you click on this problem, you can see all the places where your website’s structured data has issues. In this example, there are 1,332 problems.

I usually start by fixing the pages that get the most organic traffic. To do this, click on the “Organic traffic” heading, and then click “View issues” in the “Structured data issues” section to get more information about the problem.

In this example, we found three mistakes and one warning. First, we should fix these problems and then check them again.

Instead of running a new scan right away, it’s better to use the SEO Toolbar to quickly check your fixes.

Keep in mind that your improved search results won’t appear until Google rechecks your site, which might take a few days. Even then, there’s no guarantee they’ll show up in Google’s search results. It can take some time

Quick tip: If you want to speed things up for your most important pages, you can ask Google to recheck them using Google Search Console.

If you’ve followed all the steps and still face issues, there might be problems with your website’s quality. Here are some common reasons why your structured data might not show:

1. It’s misleading and doesn’t match the page’s main content.
2. Google thinks a text result is more suitable for your content.
3. Your page doesn’t meet Google’s structured data rules.

In conclusion, using schema markup is a smart way to claim more space on search results pages and boost your website’s click-through rate. It might take a bit of effort to set up, but many content management systems now make it easy to add schema with just a few clicks. If you have more questions, feel free to ask me on Twitter.

Read More: 12 SEO Best Practices to Improve Rankings in 2023