What is Schema Markup?

Ever wondered why some organic search results contain review stars, listings for events and other features? These are all thanks to Schema Markup, the result of a collaboration between Google, Bing, Yahoo & Yandex with an aim to give search engines more insight on the content of web pages.

How do I implement Schema on my website?

Schema Markup is simply a piece of code that sits within the HTML of your website. This can be added as JavaScript using JSON-LD, Microdata or RDFa. Google recommends using JSON-LD where possible (see here). The code contains snippets of information suitable for different formats that search engines can read.

Types of Schema

The product Schema displays the number of reviews the product has received with a star rating out of 5 and stock availability. Certain listings contain the price of a product by adding additional offer Schema to the code.

SONOS PLAY:1 Product Schema

Below is the Schema code used to produce the above product snippet for the Sonos PLAY:1.

The event Schema displays upcoming event dates and the location within search results.

Kasabian Event Schema SERP

Below is the Schema code used to produce the above event snippet for Kasabian tickets on Live Nation.

Kasabian Event Schema Code

The organisation Schema is used for brand signals. It enhances Google Knowledge Graph data and allows you to add business data, logo and social media profile links.

Apple Organisation Schema

Below is the Schema code used to display the organisation snippet from the Apple website.

Apple Organisation Schema Code

Local Business
The LocalBusiness & PostalAddress Schema can be used to add further impact to your Google My Business listing in search. These Schemas can be implemented to include the nearest store/location address, opening hours, payment methods and more.

Homebase PostalAddress Schema

Homebase LocalBusiness Schema

Below is an example of the Schema used on the webpage to find my nearest Homebase and opening times.

Homebase Schema Code

Above are some of the examples in which Schema helps to build on listings in search results. Depending on the content of your website you can add software, recipe, news & video Schema markups. A full list of Schemas can be found here.

How do I test my Schema Markup?

Google’s Structured Data Testing Tool makes it easy for you to test and validate Schema markup. The tool has two options available, you can copy your Schema directly into the tool to test if it validates or you can also copy and paste a web page URL as well. The tool will then scan the HTML and identify any Schema which is found. By using this tool, you can check that your Schema has been added correctly and that it also validates for search engine use. You can also use this tool to examine which Schema markups your competitors may be using.

Schema and SEO

Although Schema isn’t a direct ranking factor for SEO up to now, it’s still worth implementing. The main aim of using Schema currently is to improve CTR (click through rate) by enhancing current search engine listings with more information, which in turn is used to give more opportunities for users to click through to a website.

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