What Is Schema Markup And How Is It Used?

Search engines index and show your pages to the right audience. Schema markup allows them to set up the search result in a nice and engaging format. So, are you ready to implement schema markup on your pages?

What Is Schema Markup?

Schema markup is a piece of data that tells search engines more about your content. The use of schema markup makes Google better grasp your article context, and display it nicely on search engine results page.

The Benefits of Schema

Schema markup helps Google and other search engines. To provide the best user experience, they rank up exemplary content. They read the embedded schema markup, a clue what the page is about. Then display the excerpt in a nice and eye-catching format.  

Schema helps users find their needs. A movie with a five-star rating below the image and brief description is worth the time. Likewise, users love to read. But they want to know the context before entry. It’s frustrating to scan a 5k words article, which never had the desired information.

Happy users and getting the favor of search engines benefit you as the website owner. You’ll get a higher ranking, more organic traffic, and more referral visitors. Every visitor is a chance for conversion. With good web design and good copywriting skills, more traffic means more chances with high probability.

Types of Schema Markup

Thinking of which schema markup to use? Schema.org has the complete list. However, it’s hard to check them all and decide which one. To help you decide, I’ll tackle the 9 commonly used types.

1. Local business schema markup

For local companies and local organization branches. Consumers can find more information about the company’s products and services. Including their location, business hours, and contact details.

2. Organization schema markup

Similar to the local business schema, with details like location, business hours, and contact details. However, it highlights community service, instead of profit.

3. Person schema markup

It’s about a person’s basic information such as name, birthday, address, education, and family members. May also include appearance, behaviors, personality, and preferences.

4. Article schema markup

Common for news and blog sites. Besides brief text, search engines will also pull the headline, published date, featured image, and video if present.

5. Breadcrumbs markup

Breadcrumbs show the article’s location. Example, food > recipe > fried egg. If you don’t have, Google mirrors the meaningless URL.

6. Product schema markup

Use to sell products and services. Citing company, product name, item condition  and shipping details. Includes features, benefits, price range, and ratings.  

7. Review/rating schema markup

Reviews encourage hesitant buyers to spend their cash. A 5-star rating average from 1k reviews is worthy of attention. Often, getting the attention of random visitors.

8. Video schema markup

Helps Google crawl and index videos. Search engines don’t watch them for the sake if indexing. It’s a tough job.

9. Event schema markup

Shows info for events such as seminars, concerts, and games. In addition to date, location, and price. Top results appear on Google Maps to guide customers.

10. Recipe schema markup

Meant for the recipe blogs. It shows with a featured image, recipe rating, and cooking time. Nutritional information and dietary restrictions are plus factors.

How to Implement Schema Markup

With bits of coding knowledge, you can implement schema markup without breaking a sweat. Google has a simple and intuitive structured data markup helper. It’s a wizard that guides you through the steps.

1. Go to Google’s structured data markup helper

Then sign-in with your Google account. Instead of codes, you’ll see a clean and intuitive page. This schema markup helper has three sections. Enter Page, Tag Data, and View Html.

2. Select the type of data that you plan to markup

Select the website tab and pick a schema. Various options are available like local businesses, products, and events. However, choose “Articles” for the sake of this tutorial. Try other schema types later.  

3. Paste in the URL of the page or article that you want to markup

Then click “start tagging.” The helper will divide the browser into two panes. The left pane loads the page while the right pane shows data items for selected schema markup.

4. Highlight and select the type of elements to be marked up

A tooltip will appear next to the highlighted item.  Highlight the author and click the author from the tooltip. Then see the author’s name appears in “data items.”

5. Continue adding markup items

Add applicable items and let the rest blank. Select the image, published date, and rating if the page has. Editing later is not possible but starting from scratch is easy.

6. Create the HTML

Click “create html” after tagging. Select JSON-LD or Microdata, whichever suits your application. Both formats support all Google data types but JSON-LD has no breadcrumbs support. Just be creative in permalink creation, so Google can mirror it nicely.

7. Add schema markup to your web page

Add the generated snippet to your html source code or CMS. Take note that you need some coding skills. Go and learn the basics bit by bit.

8. Use Google’s rich results test to find out how search engines interpret your added markup

Paste your webpage URL to test. Or, paste either JSON-LD or Microdata on the code tab. Then, you’ll see a past or failed result, and details on your recently created schema markup.

YANDEX Structured Data Validator is a good alternative.

Frequently Asked Questions (FAQs)

Know the answers to your 7 common questions. Doing so helps you better conceive schema.

1. Why is schema markup important?

It allows search engines to interpret your content better. Users, then, get your context faster, skipping the mind games. Your CTR will increase and your traffic will increase. Then, the conversion rate will shoot up.

2. Where do I put schema markup?

Put the schema markup in the <head> or <body> section of the page. Coding knowledge is required to put it manually. But if it intimidates you, plugins will be of great help.

3. What is a rich snippet in SEO?

Besides the title and a brief description, a rich snippet gives more information. It’s eye-catching, easy to understand, and results in higher CTR. Implement a recipe schema, so search engines can show rich snippets of your recipe blog.  

4. What is local schema markup?

A piece of code that tells search engines your domain is a business website. It speaks to Google what you do or sell. It has your business name, logo, address, phone numbers, and hours of operation.

5. How do I find the schema markup?

It’s hidden in the code, within <head> or <body> section. Inspect the page schema by using Google Rich Results Test or Yandex Structured Data Validator. Use a plugin for WordPress blog.

6. What is schema in digital marketing?

Schema markup is one of the best digital marketing assets. Implement it correctly and search engines will do the bulk work for you, bringing tons of potential customers to your site.  

7. What is structured data markup in SEO?

It’s a ranking factor in SEO. Search engines can understand the content better, index it faster and display it in SERP in a prettier manner.  Then, the displayed result catches users’ attention more. The combined effects result in higher ranking and traffic boost.


Schema markup is great for SEO and can help your website or blog rank higher on SERPs. Yet only a few businesses use it. If you haven’t used schema yet, make sure you take advantage of its benefits. It is fairly simple to install and you can implement it without any coding knowledge.

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