Schema Markup | What is it and How Do you Implement it?

Technical SEO Optimization

Written by Jeremy Earle, JD

August 3, 2022

Schema markup (also known as schema markup or structured data) is among the essential skills you require in order to incorporate technological SEO into your website.

Search engines such as Google crawl your site more efficiently and, in turn, know the content on your website to deliver better results for your users.

Schema markup is one of the most effective methods you can use to make your site distinguish itself from competitors when it comes to search engine results. It’s a great option to make use of because just 30 percent of the pages on the internet use to mark up their websites. That’s the reason you need to make use of structured data to optimize your SEO.

What does schema markup mean in SEO, and how does it be used to apply schema markup to Google?

Continue reading to find out more, and then sign up for the Revenue Weekly to keep up-to-date with the most recent SEO trends and tricks!

What is schema markup?

Schema markup code lets you create improved descriptions that show up in results from searches.

The use of for marking up your website lets you optimize your website to ensure that search engines can understand your site’s content and deliver more relevant results to searchers.

Thanks to its standard terms, semantics, schema markup is a feature that you can add to your website’s HTML that can help major search engines to understand the information on your site better and provide more detailed, richer results such as this one for the users: provides information on more than 10 million websites that utilize the language to mark up their websites as well as email messages. The purpose of search engines such as Google is to provide users with useful, pertinent information.

To accomplish this for that, search engines must be aware of what’s on your site.

They could do this by looking at the headings of your text, keywords as well as other text. However, certain issues arise from doing it in this manner. Although machine learning is making improvements to the process, context-reading algorithms are still involved with the meaning of words.

Search engines may have difficulty in determining the difference between “apple,” the fruit and “Apple,” the product.

With structured data, search engines are able to tell without a doubt that a page is referring to”Apple” the brand “Apple” rather than the fruits, without having to make assumptions based on the content of the page.

Schema markup is a way to help search engines comprehend the context of these words. Search engines can make use of the value and class to classify and index your site.

Here are a few instances of class and values associated with them:


An Example of Value


Local local business


Sunergy Systems



4546 Leary Way NW, Seattle, WA 98107


(206) 297-0086


4.6 out 5

Structured data does more than help search engines index and crawl information but also assists search algorithms in understanding what they are taking in.

The distinction between structured and schema data

Schema markup is frequently utilized as a synonym for structured data. However, there’s a subtle distinction between the two.

  • Structured Data refers to any HTML code that gives explicit clues that allow search engines to understand and classify the page’s content in addition to information on the publisher’s company.
  • Schema markup is structured data that is standardized and has a value set and classes.

Schema markup, which is a uniform schema for structured data, comes as the outcome of, which is a collaboration of Google, Bing, Yahoo, and Yandex.

Schema markup helps to combat the problem of structured data where the webmaster, Google, and other platforms utilize their own specific vocabulary (or often multiple) together with many (often identical) classes to incorporate structure data in code.

The schema markup standardized tags help in marking structured data much more easily and leaves less chance of error because of incorrect formatting.

Schema markup for encoding: What are Microdata RDFa, JSON-LD, and RDFA?

Currently, the schema markup vocabulary can be used in conjunction with different encoding syntaxes like Microdata, RDFa, and JSON-LD. Google is currently supporting the three above-mentioned schema data types.

Here are the main distinctions:

  • RDFa (Resource Description Framework in Attributes): RDFa was one of the first known notations for structured data that could be inserted into your HTML code. Even though initially, it was complicated, however, there have been improvements throughout the years that have made it more complicated for publishers to use.
  • Microdata: Microdata encoders were initially advocated through over RDFa because of the difficulty of RDFa. Microdata is a complex system that has elements that are similar to RDFa. Its notation system may be utilized in your HTML code, much in the same way as RDFa. However, in most instances, it’s used in the HTML code’s tag.Image Source
  • JSON-LD (JavaScript Object Notation for Linked Data):JSON-LD is possibly the most structured encoding system that is the most widely used by website developers. It’s somewhat more user-friendly since all the schema language used for JSON-LD is able to be put in the HTML code’s <script>tag instead of being scattered across your HTML. This aids in the organization and accuracy of your HTML and is one of the main reasons why, along with Google, are currently recommending the JSON-LD. Another advantage is that Google can access any JSON-LD file you include in your website’s JavaScript element or in widgets.Image Source Web publishers have different reasons to choose one format over the other However, considering that JSON is a preferred format from the two organizations and Google, Many web publishers choose it due to its more simple organization structure under the <script> tag.

What is the significance of schema markup? essential for SEO?

Schema markup is crucial because it:

  • Enhances the ability of search engines to crawl your website. Schema lets you be able to inform search engines precisely what’s on your site. This helps particularly local businesses as it can help to clarify their information regarding their business like the products they sell and how to get in touch with them.
  • Enhances the visibility of your site on search results: Schema markup adds more details to your results on organic search and makes them more noticeable, attractive, and appealing to users. Schema enhances your SEO as people are more likely to visit your website than those without schema markup. If you get more clicks, you’ll be more prominent in results for searches.
  • Enhances your visitors’ satisfaction The additional information helps users make better-informed choices which means you’ll receive higher quality traffic and increased conversion rates. Google utilizes the schema markup that you have on your site to generate rich small snippets in the search results. These snippets give users information like reviews or product details that will make them more likely to visit your website.

An organic outcome without a rich snippets

An organic outcome with rich snippets:

Google also utilizes schema markup to provide data sources in the creation of Knowledge Graphs, which provide details about the background of well-known entities, such as brands.

Although schema markup does not directly impact your ranking, Google shows organic results that have schema markup higher in the results pages.

They usually use up more space on search results than organic results that do not have marking. If your results are more prominent, such as this one will be more noticeable to visitors and increase your website’s click-through rates.

Need help with SEO for your marketing manager? Take a look at the SEO Guide for Marketing Managers to get started driving more leads, traffic to your site, and revenues!

How can you boost your SEO by making use of schema markup

If you’re thinking of adding schema markup on the pages on your website, Google provides a couple of tools that can help you achieve this without having to delve into

The addition of schema markup does not ensure that your page will appear in search results. However, it will make sure that Google is armed with the information it needs to decide whether your site is useful to users. Remember that any schema markup that you add to your site must be applicable to the entire page, not just a portion.

If you are using WordPress for your website, you can utilize Yoast SEO, a no-cost Yoast SEO plug-in to assist you in implementing schema markups to your website.

If not, take these steps:

1.Select the page you wish to apply schema markup

Begin by identifying the pages that will benefit the most from schema markup. Google offers an online catalog of the most popular pages that are compatible with schema markup. So If you’re not sure what to do, then you can begin there.

Pages that contain your contact information typically benefit from schema markups, as Google highlights them prominently in search results.

2.Test your website

After you’ve found the webpage you’d like to develop, It is recommended to test your website with the Google Tools for Testing Structured Data. There are a few reasons why you should do this:

  • It allows you to identify the schema markup that you already have on your page (if there is any)
  • It offers schema markups that can be beneficial for your site
  • It identifies the errors within your schema markup

The test of your website can give you an idea of the kind of markup that would be beneficial to incorporate in the event that you’re not sure how to begin. It is also necessary to check your website again as a final stage before adding schema markup on your page. Don’t forget to do this.

3.Generate your schema markup

Google’s Structured Data Markup Helper is a helpful tool to help you to code your schema markup. You can select to add schema to an email or website.

We’ll show you how to achieve this with a web page. First, you’ll need either the URL of your site as well as HTML codes.

It is also important to determine the type of content on the webpage. Once you’ve got that information selected, click “Start Tags.”

The aider will direct you to a web page that allows you to add schema tags for your articles.

When you arrive on this page, you begin to tag by simply highlighting the items that appear on your page. An item that is highlighted like the solar panel’s cost in the illustration opens an options menu from which you can choose the information kind that is most appropriate for the item you have highlighted.

(In our case, the order is Price > Offer.)

You can also add tags manually for data that you aren’t able to select. Once you’ve chosen tags for all relevant information on your page, choose “Create HTML” in the upper right-hand corner, and it will take you to the page where you’ll be able to choose your schema syntax.

Here’s an example using Microdata to mark up schemas:

Google automatically highlights certain parts of schema markup included in your HTML.

You can locate them by looking for the markings on the scroll bar. You can paste the Microdata excerpts in your HTML body or download the code in it is an HTML file.

On the opposite, here’s what JSON-LD could appear to be:

JSON is much easier to integrate into your program because Schema markups are placed together, as opposed to Microdata.

Copy and paste it into the head section within your HTML.

Need assistance? Ask Rank Fire to help you with the schema markup!

Schema markups can be a challenge.

There are numerous kinds and types of properties, and you must determine and encode the ones that best match the information you have on your site.

This is a lot of data to sort through. Take your time and energy while enjoying all the benefits of schema markup when you work together with the best SEO firm in the world!

We offer SEO solutions that will ensure you’re getting the results you’re looking for.

Contact us via email or phone us at 833 777-RANK to find out more!

You May Also Like…

Robot.txt File for SEO

Robot.txt File for SEO

Robots.txt to optimize SEO the Ultimate SEO Guide Beginning SEO Users One of the latest and most significant...

Google Algorithms Explained

Google Algorithms Explained

Search engine optimization (SEO) and Google’s algorithms are well-known concepts in internet marketing. Has your...