What is schema markup?

Schema markup is semantic code that can be added to a website to help search engines understand the site’s content.

Why is schema important to SEO?

Schema markup provides structured data about the information on a page and helps search engines return richer results on SERPs. Studies have shown that schema improves organic CTR. 

What schema markup should be used and on which pages?

  • Local Business: Provides rich data on a specific business appearing in Google Search, Maps, or Knowledge Graph.
    • Local business homepage. 
    • More local business schema properties
    • **A note here: Ideally, the phone number on every location page should be the local phone number that matches the number in that building’s GMB profile. That is the number that you mark up with schema.
  • Reviews: Displays star reviews on SERPs or in the Google Knowledge Graph. Studies indicate  that star ratings on SERPs increase organic CTR.
  • Events: Provides structured data about events and helps search engines display them in SERPs. 
  • Breadcrumbs: Indicates a page’s position in relation to the rest of a website’s hierarchy and displays this information on the SERP. 
  • Site Navigation: Helps search engines better understand the structure of your site and generate organic SERP sitelinks.
  • Articles: Enhances the way blog posts appeare on SERPs and allows entry into a top stories carousel or other rich result feature.

How do we implement schema?

  • Structured Data Highlighter in Search Console: This allows you to add basic markup to specific pages or page templates. 
    • ** Note: You can only used Structured Data Highlighter for Events, LocalBusiness, and Articles.
  • Microdata: This is an HTML specification used to encode data. 
  • JSON-LD: This is a markup data-linking format that allows for embedding of data in a <script> tag.

Schema Tools:

Structured Data Testing Tool

  • Tests for proper schema markup

The OpenLink Structured Data Sniffer (OSDS)

  • Scrapes and exports full schema tag lists into excel. 
  • Use Case: Competitive Schema Analysis