Schema Markup Guide

Schema Markup Guide

What is Schema Markup?

Schema Markup is the code that shares necessary and important information about a page or post. It helps Google search engines to identify information about your page and show the page in featured snippets in Google SERP. Generated schema code must be added to the particular page or post in order to work efficiently. A person who creates and implements the schema code must understand the content and then create an appropriate schema code. 

For Example, 

  • If a web page is designed for the local business and a person wants to improve search visibility locally then you must implement a local business schema.
  • For the recipe website, you must implement the recipe type of schema. 
  • To product or e-commerce website, you must implement product schema.
  • For the video, video schema and for organization you can use organization schema, the list may go on, we will discuss all types in the article.

In technical terms, Schema is called a standardized format that provides information about the page and content. Schema provides the necessary and useful information to search users as well as Google search engine. Schema markup is an important part of onpage SEO and it also helps to improve the click through rate. 

Here are few Schema Markup example

Product Schema
Product Schema

Rich Snippet Vs Structure Data

Structure data gives clear and organised information about the page or product which helps search engines to understand the webpage content. is one of the popular type of structure data that is considered by Google. Open Graph is another type of schema markup that is specially used for social media networks like Facebook, Twitter and Pinterest. You need to generate structured data for the page in order to implement it. You can create it by using tools or create manually if you have coding knowledge. 

Rich Snippet is a tool or widget that Google creates for the web page data. We do not have any control over rich snippets but we can increase the chances of appearing in rich snippets with structure data. Rich Snippet is appear for the webpage which is at #1 (top position) position on Google search engine. 

There are many factors to make your page appear in rich snippets including schema markup, like quality of the article, length of the article and onpage SEO. Rich snippets are a great way to increase the traffic to the website and improve click-through-rate. Schema markup is one of the ways to appear in rich snippets. 

Here is example of rich snippet,

Rich Snippet example
Rich Snippet Example

Markup Type (Json, Microdata, RDFa )

There are 3 ways to generate the schema markup for the page, categories as,

  • JSON-ld
  • Microdata
  • RDFA

JSON-ld is a lightweight linked data structure format. For the PHP websites users generate the JSON-ld type of structure data. JSON script is easy to read and write for humans. JSON-ld is a popular and ideal format for generating structured data for the programming background user. You can also generate JSON code with the help of Schema Markup generating tool. JSON-ld offers the simplest way to generate the schema for the webpage and it is highly recommended to create schemas.

Here is format for JSON-ld

<script type="application/ld+json">
  "@context": "",
  "@type": "Product",
  "name": "[the name of the product]",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[rating]",
    "reviewCount": "[number of reviews]"

Microdata is the html specification which nest the metadata of the existing content of the webpage. Basically microdata can be autogenerated for the WordPress sites. Crawlers extract and process metadata and provide the rich experience to the user. 

Here is the format of the microdata

<div itemscope itemtype="">
  <span itemprop="name">[the name of the product]</span>
  <div itemprop="aggregateRating" itemscope itemtype="">
    <span itemprop="ratingValue">[rating]</span> stars – based on
    <span itemprop="reviewCount">[number of reviews]</span> reviews

RDFA Resource Description Framework in Attributes is a W3C recommendation which is used to add attribute extensions to HTML, XML and XHTML based document types to enable rich snippets for the web page. RDFA mainly uses three types of tags vocab, typeof and property.

Here is format of RDFA 

<p vocab="" typeof="PostalAddress"><br>
  <span property="name">Google Inc.</span><br>
  P.O. Box <span property="postOfficeBoxNumber">40001</span><br>
  <span property="addressLocality">Indira Colony</span>,<br>
  <span property="addressRegion">RR</span><br>
  <span property="postalCode">422009</span><br>
  <span property="addressCountry">India</span><br>

Structure data type

Schema is a set of types each associated with different properties. Users can generate the schema based on their requirement and use. Here we mention the few types of schemas that are popular and widely used by the user to create schema. 

Those types are,

  • Organization
  • Article
  • LocalBusiness
  • Recipe
  • Review
  • Video
  • Product
  • Event
  • Person
  • Breadcrumbs

These are few popular types of schema markup which are widely used. To check whether the Schema is successfully implemented or created, you can use the Schema markup testing tool.

How to Add Schema Mark-up to the Website

Schema Markup can be add to website in three ways:

  1. Add code manually
  2. Use of Data Highlighter
  3. Use of WordPress Plugin

Option 1: Add the Code Manually

You can create the code manually and add it to the website. Well, manually creating doesn’t mean that you write the code, the tool Structure data markup helper provided by Google or Structure data generator tool provided by Technical SEO to create the JSON-LD code. Your need to select the correct content type and add the information. This tool will automatically create the Schema code for you. 

Structure schema generator

After feeling up all the information, select the code generated on the right side and paste the code into the page before the closing of head tag. To check whether the created code is an error and warning-free, use the Schema markup tester tool. 

Option 2: Data Highlighter

Google provides an easy to use tool which tagging the data and creating the code for your page. You just need to login your official gmail account and enter the URL for which you want to create the code and select the correct content type. Tag the content on the web page and Data highlighter will create code for you. Make sure you have tagged the content properly. Hit the publish button after you finish the tagging. 

Data Highlighter

Option 3: Use of WordPress Plugin

If your website is built on WordPress, it is a good option to go with a plugin. Yoast WordPress plugin is one of the best options to create. You can also use a separate schema creator plugin name as the All in One Schema Rich Snippet plugin. Other SEO plugins for WordPress also provide schema features like Rankmath or All in one SEO plugin.


With the above information, you can create a schema code of your website and implement it on your site. We have covered more used schema markup types with different methods of creation. To check the schema markup is successfully added and whether Google reviews it or not, you can log in to the search console and check the schema under the Enhancement section. 

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