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Schema Markup for SEO Tutorial |The Complete Guide

Last updated on 18th Aug 2022, Blog, Tutorials

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What’s Schema markup and why is it important?

Schema markup, commonly known as Schema, is an additional set of HTML tags that provide an uniform semantic language for the website. Using these tags, you can improve your website’s visibility in search results by informing search engines about the page’s content and context.Schema markup clarifies for the search engine exactly what it is that your page’s content is attempting to convey. It reformats the information from its original, unorganised format. By improving the search engine’s crawlability, adding schema can boost a website’s position even when other SEO best practises are also followed.The search engine uses an algorithm to determine what it is looking for. The programme can make sense of the page’s content and the connections between its many elements. Schema then enters the picture to provide structure to the content.When combined with some code, the questions “who,” “what,” “where,” “when,” and “how” are all satisfactorily addressed.

What you need to know about including Schema markup in your web pages?

There are two approaches of utilising Schema markup:

Schema Markup in Webpage
  • Markup generators
  • Manual markup

Markup generators:

Structured data can be added with no coding knowledge required thanks to schema markup generators.We use Google Structured Data Markup Helper like most SEOs and website owners do. In terms of starting out, the 12 included Schemas are more than adequate.

When creating a markup, how do the generators function?

Select the appropriate Schema type and then check the boxes next to each element on your website.

After you’ve finished detailing the components, the tool will produce code that you can incorporate into your site.

  • Other markup generators provide a wider variety of Schema types.
  • Hall Analysis Schema Markup Generator.
  • Merkle Schema Markup Generator.
  • Schema Builder extension for Chrome.

Manual markup:

If the Schema you require isn’t available in markup generators, you can always add it by yourself.The code appears complex at first glance, but in truth, all you need to do is swap out a few numbers. Therefore, even if you don’t know how to code, you can experiment with doing markup manually.

Here are some examples of manual marking in action: Microdata, RDFA and Json-LD

Types of Schema Code Languages:

Microdata, RDFA and Json-LD are the 3 code languages that can be used to add schema markup to the web document.


Microdata enhances the machine readability of HTML tags by adding annotations. Their convenience comes at the cost of increased clutter, as they must be used with each and every html tag in the document’s main body.They include attributes such as, itemscope, itemtype, itemprop.

Microdata schema looks like this:

  • <"h2 itemprop=”description”> The best phones<"/"h2>
  • <"p>Address:”<"/p">
  • <"span itemprop=”address” itemscope itemtype=””>
  • <"p itemprop=”streetAddress”> 201 Juhu <"/p>
  • <"p itemprop=”addressLocality”> Mumbai, Mh <"/p><"/span>
  • <"p>Tel: <"span itemprop=”telephone”> 8888574321<"/p>
  • <"p><"a itemprop=”menu” href=”http:// “>Click here for phones<"/p>
  • <"p>We’re open:<"/p>
  • <"p itemprop=”openingHours”> Mon-Sat 10am – 7:30pm
  • <"p itemprop=”openingHours”> Sun: 10am – 1pm
  • <"/div>

Resource Description Framework in Attributes (RDFA):

Although both RDFA and microdata serve the same purpose, they are implemented by employing distinct HTML tags within the page’s content. In RDFA, various properties are typeof , property, about, datatype.

Different types of vocab examples can be found on

Rdfa schema markup code looks like this:

  • <"h2 property=”description”>The best phones
  • <"p>Address:
  • <"div property=”address” typeof=”PostalAddress”>
  • <"p property=”streetAddress”> 201 Juhu
  • <"p property=”addressLocality”>Mumbai, Mh
  • <"p>Tel: <"span property=”telephone”>8888574321
  • <"p><"a property=”menu” href=””>Click here for phones
  • <"p>We’re open:
  • <"p property=”openingHours”>Mon-Sat 10am – 7:30pm
  • <"p property=”openingHours”>Sun: 10am – 1pm

JavaScript Object Notation for Linked Data (JSON-LD) :

This code simplifies the creation process because it may be implemented anywhere in the page’s HTML body.JSON-LD can be included anywhere in an HTML document; it is not required to be included with every HTML tag.Attributes in JSON-LD include @context, @type.

JSON LD Schema Code looks like this:

Keeping tabs on your schema markup and how to fix problems

JSON LD Schema Code

The Enhancements section of Google Search Console lists all recognised markup types.

To view the report, select the appropriate schema type from the drop-down menu.

Markup Types

Issues shouldn’t arise here assuming the markup was validated prior to implementation. It’s also important to remember that some schema types have mandatory features that, if absent, could result in an error. These are usually inconsequential, so addressing them first might be unproductive.

The 9 most important schemas your site needs

    1. 1.Person
    2. 2.Organization / LocalBusiness
    3. 3.Product
    4. 4.Breadcrumbs
    5. 5.Article
    6. 6.HowTo
    7. 7.FAQPage
    8. 8.Recipe
    9. 9.VideoObject

Benefits of using Schema

1.Improve Your Content’s Indexing Speed

The web currently includes more than 3.23 billion pages, making it impossible for Google to index them all. Neither does it wish to; crawling is time-consuming and costly, and search engines would rather not index material that is redundant or of low quality.

2.Superior Click-Through-Rate

If your items have fantastic ratings, then having rich results show up for them in the SERPs is a terrific approach to enhance click-through rates and drive more attention to your listings.

3.Better Results

Conversion rates can be improved by providing detailed search results. More eyes on your listings, especially if they’re glowing reviews, means more potential customers for you.

4.Your Data Is Under Your Control

This is because structured data provides a framework for machines to comprehend your writing. It also allows companies to have some say over how their information is defined, giving them some say over how machines interpret the brand.When you provide Google with easily digestible data, you reduce their processing time and save on bandwidth.Search engines are in it for the long haul with structured data because it improves their ability to provide relevant, tailored, and fact-checked answers to users’ queries.The term “data retrieval” describes this process, which is distinct from the more common “information retrieval,” which can be time-consuming and bandwidth-intensive.

5.Comment on Structured Data

If structured data is not used correctly, a manual process may be required.Keep an eye on your site’s metrics (visitors, pageviews, search terms used, etc.) in case there’s a problem.Schema implementation and maintenance can be labour intensive. One small mistake in the coding can prevent your structured data from being validated.It’s important to stay on top of the ever-growing number of structured data types, as doing so can result in increased visibility and engagement metrics.

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