Schema SEO

Image - Schema SEO
Image – Schema SEO

Schema SEO works to implement Structured Data with Schema and JSON-LD. Understand JSON-LD syntax and how to use it on your site. Create the markup for individual pages by using the Google Structured Data Testing Tool. Structured data [aka Semantic Search Marketing, markup] in Technical SEO is about metadata. Metadata is hidden from users but visible to search engines. It influences search results by producing rich snippets. These rich snippets contain additional information that attracts more users. Add Structured Data tags to communicate with search engines to provide a better understanding of your website. Apply Structured data to drive traffic to your website. An example is a Local SEO to summon products, prices, reviews, opening hours, etc. Find more information on rich snippets at <>. Plugins make it easy to add basic customized rich snippets to search listings.

Table of Contents – Schema SEO

1-Video on Schema SEO

Schema SEO – Introduction

It is up to Google as to how they understand the markup on the page to display rich snippets. Not only Search Engines but mobile, social media, voice search, and personal assistants like Alexa, Siri, and Google also use schema markup.

fig 2 - Schema SEO: Markup Format
fig 2 – Schema SEO: Markup Format

Schema is typically created in a coded language known as JSON-LD, but there are other formats as well, such as RDFa and Microdata fig1. On adding microdata to your website it will automate a description that appears for your page in SERP. This description is known as Rich Snippets. For this, you need to add a code to your webpage which can be obtained from You can also use a Merkle schema markup generator to generate code

Schema SEO – Types covers everything in microdata you need to get started. This includes vocabulary used to highlight content types such as

  • Creative works: CreativeWork, Book, Movie, MusicRecording, Recipe, TV series
  • Embedded non-text objects: AudioObject, ImageObject, VideoObject
  • Event
  • Health and medical types: notes on the health and medical types under MedicalEntity.
  • Organization
  • Person
  • Place, LocalBusiness, Restaurant
  • Product, Offer, AggregateOffer
  • Review, aggregate rating
  • Action
  • Thing

Schema SEO – Type: Organization

JavaScript Objective Notation for Linked Data abbreviated JSON-LD that Google recommends for marking websites. Schema/Organization allows the search engines to understand information about the business that includes address, logo & contact. An example of JSON-LD code for the type Organization is given below-

<script type=“application/ld+json”>
“@context” : “”,
“@type” : “Organization”,
“@id” : “”,
“description” : “Make Money With Digital Marketing”,
“address” : {
“@type” : “PostalAddess”,
“addressLocality” : “Mumbai”,
“addressCountry” : “INDIA”,
“postalCode” : “400070”,
“streetAddress” : "Premier Road",
"contactPoint": {
"@type": "ContactPoint",
"contactType": "admin",
"telephone": "[+91-9867847849]",
"email": ""
"logo” : “",
"sameAs” : [“”,

As per W3C in Semantic Web, data is shared and reused across application, enterprise, and community boundaries based on a common framework. eg Siri – Apple’s voice-recognition assistant.

Schema SEO – Local Business

The information for Schema/LocalBusiness must include the NAP with as much information provided in the below list.

  • Business Name
  • Address
  • Phone Number
  • Email Address
  • Business Hours
  • Geo-location Information (coordinates and map)
  • Reviews
  • Logo
  • Business Description
  • Social Media Links
  • Web Site Name
  • Products
  • Media (images and videos)
  • Events
  • Contacts
  • Sitelinks Search Box

The additional type – property in the Schema allows additional details for classification. Use to describe your product in more detail and classify your business.

fig3 - Google Maps
fig3 – Google Maps

Geo-location Information (coordinates and map)

To get the link to your map, find your business in Google Maps fig2, and grab the link to share by clicking the share button.

URL –,72.8864786,16z/data=!4m6!3m5!1s0x0:0x7c3196d8cc9712d2!4b1!8m2!3d19.0815565!4d72.8874917 Search for lat/long in google maps Geolocation Information -URL. Sap Canvas lat/long in Google Maps is 19.0819328,72.8864786.

Based on your web pages determine which schema types for Local Business you would want to use. Schema markup has to be applied only to important parts of your websites such as Articles & blogs, Breadcrumbs, Featured Snippets, Products, Site Search & Site Links, and many more. Read more by clicking on Local SEO.

fig 4 - Rich Snippets - Rating Schema, Review Schema and Pricing Schema
fig 4 – Rich Snippets – Rating Schema, Review Schema and Pricing Sch4ma

Rating/ Review/ Price/In-Stock Schema Markup

The Schema markup to identify the key page elements fig3 is Schema/Rating, Schema/Review, Schema/Product, Schema/Price, and Schema/InStock. This data can be pulled into the search results. The Rich results displayed in the search results with a summary of the page for ‘Gadgets Now’ will have a bearing on CTR.

fig 5 - Featured Snippet Includes Image
fig 5 – Featured Snippet Includes Image

Recipe Schema Markup

As the name implies JSON-LD/Recipe structured data applies only to recipes. Schema/Recipe structured data fig4 shows a Rich Snippet display that includes data such as rating, reviews, the Schema/time required (to prepare the sandwich), Schema/Calories, and Schema/Image.

Article & Blog Schema

Adding Articles to Blog Posts for business necessitates that the Organization Schema has been already implemented. Of the different types of Article Schema, the most common ones are News Articles and Blog Posting. Blog owners who frequently update their posts can use Google Tag Manager to generate dynamically or use a Yoast SEO plugin for WP.

fig 6 - Breadcrumbs
fig 6 – Breadcrumbs

Breadcrumbs Schema

fig5 shows breadcrumb-rich snippets generated for pages in the SERPs using the Schema/Breadcrumbs.

fig 7 - Rich Snippets featuring event dates
fig 7 – Rich Snippets featuring event dates

Event Schema

fig6 is an example of a Rich Snippet that features Schema/Event dates. Information includes dates, location, time, etc

Video Schema Markup Microdata Code

Check the list of parameters by going to Schema/VideoObject and best practices. Use the tags that are relevant to your video content. The Video Schema markup helps the search engines understand what your content is all about. Leverage embedded or hosted video content through Schema/VideoObject.

<div itemprop="video" itemscope itemtype="">
<h2><span itemprop="name">sapcanvas com SD 480p</span></h2>
<meta itemprop="duration" content="PT2M54S" />
<meta itemprop="uploadDate" content="2019-05-22T14:08:50.000Z"/>
<meta itemprop="thumbnailURL" content="" />
<meta itemprop="interactionCount" content="58" />
<meta itemprop="embedURL" content="" />
<div id="schema-videoobject" class="video-container"><iframe width="853" height="480" src="" frameborder="0" allowfullscreen></iframe></div>
Kundan Jewellery -></span>

Use the Video Rich Snippet Generator for Markup – SISTRIX to generate schema markup microdata code for any of your uploaded videos on YouTube and Vimeo.

fig 8 - Product Schema
fig 8 – Product Schema

Product Schema

Schema/Product is about adding simple tags to different elements on your product pages eg Title, Description, Product ID, Image, Price, Ratings, Reviews, Stock status, Availability & Brand tags. The Product Schema Markup provides search engine information about the particular product.

fig 9 - Search box and Sitelinks
fig 9 – Search box and Sitelinks

Fig8 shows the Site links search box. The block of information to the right is known as the Knowledge Graph. It contains information about a specific search result. Google compiles this information after checks and evaluations of related content concerning the specific subject. After verification by Google, information such as name, logo, company info, and social media profiles can appear within this block.

To get site links for your website make sure that your site has a unique name. The page title needs to be relevant to the content. Use Structured data and follow SEO best practices. Your brand needs to rank on page one. Create an XML site map and add it to your Google Search Console. Use internal linking and improve your site structure and navigation by adding important pages -Home, About, Privacy, Contact, etc. It is up to Google to display site links in search results as the process is automated depending on their algorithms.

fig 10 - Rich Results Test
fig 10 – Rich Results Test

Run your site URL in the Google Rich Results Test fig9 to find out if your page supports rich results.

<script type="application/ld+json">
"@context": "", 
"@type": "WebSite", 
"url": "", 
"potentialAction": { 
"@type": "SearchAction", 
"target": "{search_term_string}", 
"query-input": "required name=search_term_string" } 

Add an improved-sitelinks-search-box to the search results page by incorporating the above code to the head tag of your web pages.

<ul itemscope itemtype="">
<li itemprop="name"><a itemprop="url" href=>About Us</a></li>
<li itemprop="name"><a itemprop="url" href=>Privacy Policy</a></li>
<li itemprop="name"><a itemprop="url" href=>Contact</a></li>

Site Navigation Structured Data Markup

Above is the microdata code used for Site Navigation Element> About Us, Privacy Policy, & Contact pages. The Schema/SiteNavigationElement helps search engines understand your website structure and navigation. Use it to influence organic site links.

fig 11 - Site NavigationElement
fig 11 – Site NavigationElement

The results of the Code for the ‘Site Navigation Element’ tested in the Google Structured Data Testing Tool are given in the above fig10.

<div itemscope itemtype="">
<span itemprop="name">Sap Canvas</span>
<img itemprop="logo" src=“"/>

Brand Schema

An example of code used for the markup of the Schema/Brand. The Schema/Logo should be a stand-alone file visible on your home page without any animation. It informs the search engines that the image located at “” is the logo file that they should use when displaying the search results.

fig 12 - Google Structured Data Testing Tool
fig 12 – Google Structured Data Testing Tool

The markup of the brand logo code is tested by running the code in the Google Structured Data Testing Tool as shown in fig11.

Optimize the website for voice users. Voice search provides opportunities for websites to leverage schema markup with a Schema/speakable. Adding Schema Markup for Speakable schema allows search engines to identify sections in your blog post suited for audio playback that read out loud on devices enabled for TTS – text to speech.

Schema SEO – Adding Code

For WordPress websites, add Schema Structured Data by using a Schema plugin to the WordPress Schema theme, or the Yoast SEO plugin.

The All in One SEO Pack Pro plugin for WP adds structured data markup. Read more on SemperPlugin/SchemaSettings. Other WordPress plugins are Rich Snippets, Schema – All In One Schema Rich Snippets, Schema Pro, etc.

Schema SEO – Schema Generator & Testing Tools

Data Helper & Highlighter

Set up a data structure using the Google Structured Data Markup Helper tool. Tag elements of your web page using this tool for Google to generate the appropriate schema markup. Download the HTML and upload it to your website. Read the Search Console – About Data Highlighter Tool.’s Generator

Use the Microdata Generator Using Schema + JSON-LD tool to generate schema markup for local businesses.

Schema App’s JSON-LD

The Schema App Editor helps generate JSON-LD code by selecting any of the classes offered. Generate code and copy/ paste the code into your website. Double-check the generated code on Google’s Structured Data Testing Tool, before applying it to your website.

JSON-LD Generator

Some tools to generate JSON-LD Schema data markup which can be then tested with the Google structured data testing tool | validator are –

  • Hall Analysis
  • Rank Ranger
  • Merkle


Schema SEO widely known as Schema markup adds structured data to your webpages to describe the content to search engines. Using the JSON LD format implement schema by placing the <script> tag within the HTML of your page. The standard format of structured data helps search engines interpret it correctly. Google uses Schema to display Rich snippets by pulling the added data from the structured data in a page’s HTML. Though there are many schema types recorded in Google supports only a few such as Article Product, Event, Recipe, Local Business, Review, etc. Add structured data to your website pages to make your content stand up amongst others in search results. Apart from SEO, improving page visibility, click-through rate, etc schema markup enhances the user experience by feeding details and relevant information in search results.