Posted by: Mike Isaacs
11 November 2024
What is schema markup, and why is it important for SEO?
Schema markup impacts your SEO and digital marketing. Many marketers want to know how schema can help their websites show up better in search results, work with voice search and AI, and stand out online. This guide answers common questions about schema markup to help you use it effectively.
Let's look at schema markup and how it can boost your SEO strategy.
Imagine you've written great content for your website, but it's not showing up well in search results. That's frustrating, right? Schema markup can help solve this problem.
Here are the main things schema markup does:
- It helps search engines understand your content better
- It makes your website more visible in search results with extra information
- It helps with voice search and AI-powered searches
Think of schema markup as a way to tell search engines exactly what your content means. When you add schema markup to your website, you're clearly explaining what your content is about. It's like adding labels to your website so nothing important gets missed.
If this sounds complicated, don't worry. I'll explain everything step by step. You’ll learn what schema markup is and how it can make your website easier to find in search results. Ready to make your website stand out in search results? Let's get started.
How does schema markup work, and what does it do for search engines?
Schema markup works by providing search engines with context about the entities on your page. Instead of simply indexing a page as a "recipe," schema tells Google that it's a "recipe" with details like ingredients, cooking time, and ratings. This helps search engines return more accurate results to users, increasing your content's relevance and visibility in search results, especially in AI-powered searches that rely on structured data for fast, accurate responses.
Here's an example of schema markup using JSON-LD for a local business:
{
"@context": "<https://schema.org>",
"@type": "LocalBusiness",
"name": "Acme Bakery",
"image": "<https://example.com/photos/1x1/photo.jpg>",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "NY",
"postalCode": "12345",
"addressCountry": "US"
},
"telephone": "+1-234-567-8901",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday",
"Wednesday",
"Thursday",
"Friday",
"Saturday"
],
"opens": "09:00",
"closes": "18:00"
}
]
}
This schema markup provides search engines with structured information about a local bakery, including its name, address, phone number, and opening hours. When implemented on a website, this markup can help the business appear in rich results and local search features.
Here's an example of schema markup for a B2B website using JSON-LD:
{
"@context": "<https://schema.org>",
"@type": "Organization",
"name": "TechSolutions Inc.",
"description": "Leading provider of enterprise software solutions",
"url": "<https://www.techsolutionsinc.com>",
"logo": "<https://www.techsolutionsinc.com/logo.png>",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-555-123-4567",
"contactType": "sales",
"email": "sales@techsolutionsinc.com"
},
"sameAs": [
"<https://www.linkedin.com/company/techsolutionsinc>",
"<https://twitter.com/techsolutionsinc>"
],
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Tech Park Drive",
"addressLocality": "Silicon Valley",
"addressRegion": "CA",
"postalCode": "94025",
"addressCountry": "US"
},
"offers": {
"@type": "Offer",
"name": "Enterprise Software Suite",
"description": "Comprehensive software solution for large businesses",
"price": "10000.00",
"priceCurrency": "USD",
"availability": "<https://schema.org/InStock>"
}
}
This schema markup provides search engines with structured information about a B2B company, including its name, description, contact information, social media profiles, address, and a sample product offering. When implemented on a website, this markup can help improve the company's visibility in search results and provide potential clients with key information directly in the search listings.
What's the difference between schema markup and structured data?
Schema markup is a type of structured data, but not all structured data uses schema. Structured data is any data organised in a way that's easy for machines to interpret. Schema markup is the most common form of structured data used for SEO and is specifically designed to enhance search engines' understanding of website content.
Here's an example to illustrate the difference between schema markup and structured data:
Structured data (generic JSON):
{
"name": "John Doe",
"age": 30,
"city": "New York"
}
Schema markup (using schema.org vocabulary):
{
"@context": "<https://schema.org>",
"@type": "Person",
"name": "John Doe",
"age": 30,
"address": {
"@type": "PostalAddress",
"addressLocality": "New York"
}
}
While both examples are structured data, the schema markup version uses specific vocabulary from schema.org, making it more meaningful for search engines to interpret in the context of SEO.
Why should I use schema markup on my website?
Schema markup is a powerful way to stand out in search results. It makes your website content more relevant, appealing, and clickable, which can boost your brand's visibility and drive more organic traffic. As search engines increasingly prioritise user experience, schema markup allows your site to deliver clearer, more useful information, potentially leading to better engagement and higher SEO performance.
Is schema markup the same as rich results or rich snippets?
Schema markup is the code you add to your site, while rich results and rich snippets are the enhanced listings that appear in search engine result pages (SERPs) thanks to that markup. Rich results are visual elements, such as images, ratings, or FAQs, that make a listing more engaging. Rich snippets, specifically, refer to the enhanced text-based results created by structured data, but schema markup can enable both.
Here are examples of a rich result and a rich snippet:
Rich Result Example:
A rich result for a recipe might include:
- An image of the finished dish
- Star rating and number of reviews
- Cooking time and calorie information
- A list of ingredients
This visually appealing result stands out in search results and provides users with key information at a glance.
Rich Snippet Example:
A rich snippet for a product listing could show:
- Product name
- Price
- Availability (in stock/out of stock)
- Star rating
While less visually rich than a full rich result, this snippet still provides valuable information directly in the search results, potentially increasing click-through rates.
How does schema markup help with voice search?
Schema markup is really important for voice search because it gives search engines the exact details they need to answer natural language queries. Voice search relies on clear, structured data to interpret user intent and provide concise answers. For example, FAQ schema can make your content more accessible for voice search by directly answering common questions.
Here's an example of FAQ schema markup that can help with voice search:
{
"@context": "<https://schema.org>",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What are the benefits of regular exercise?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Regular exercise offers numerous benefits including improved cardiovascular health, weight management, stronger bones and muscles, better mental health, and reduced risk of chronic diseases."
}
}, {
"@type": "Question",
"name": "How often should I exercise?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Adults should aim for at least 150 minutes of moderate-intensity aerobic activity or 75 minutes of vigorous-intensity aerobic activity per week, along with muscle-strengthening activities at least twice a week."
}
}]
}
This FAQ schema markup provides clear, structured answers to common questions. When implemented on a website, it helps voice search algorithms quickly find and deliver relevant responses to user queries, enhancing the likelihood of your content being used for voice search results.
Does schema markup improve my search rankings?
While schema markup doesn't directly affect rankings, it can indirectly improve SEO by increasing CTR and engagement. Rich results are visually appealing and provide more context to users, making them more likely to click. A higher CTR can positively impact rankings over time.
How can schema markup increase my click-through rates?
Rich results are often more engaging and visually appealing than standard results. For example, product listings with reviews and ratings stand out, as do recipes with images and cooking times. These added details catch the user's eye, make your listings more attractive, and encourage more clicks.
What types of schema markup are best for improving visibility in search results?
The best schema types for visibility depend on your content:
- Product schema for eCommerce sites
- FAQ and How-to schemas for tutorial content
- Local Business schema for physical stores
- Recipe schema for food and recipe sites
- Event schema for live or virtual events
Choosing the right schema type helps search engines accurately represent your content and boosts your chances of rich results.
Here are code examples for each of the schema types mentioned:
Product Schema Example:
{
"@context": "<https://schema.org/>",
"@type": "Product",
"name": "Executive Leather Office Chair",
"image": "<https://example.com/chair.jpg>",
"description": "Ergonomic leather office chair with lumbar support",
"brand": {
"@type": "Brand",
"name": "OfficePro"
},
"offers": {
"@type": "Offer",
"url": "<https://example.com/chair>",
"priceCurrency": "USD",
"price": "299.99",
"availability": "<https://schema.org/InStock>"
}
}
FAQ Schema Example:
{
"@context": "<https://schema.org>",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What is schema markup?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Schema markup is a code that you put on your website to help search engines return more informative results for users."
}
}, {
"@type": "Question",
"name": "How does schema markup help SEO?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Schema markup helps search engines understand your content better, which can lead to rich snippets in search results and potentially higher click-through rates."
}
}]
}
How-to Schema Example:
{
"@context": "<https://schema.org>",
"@type": "HowTo",
"name": "How to Change a Flat Tire",
"step": [
{
"@type": "HowToStep",
"text": "Park your vehicle on a flat, stable surface and turn on the hazard lights.",
"image": "<https://example.com/step1.jpg>",
"name": "Ensure safety"
},
{
"@type": "HowToStep",
"text": "Locate the spare tire and tire-changing tools in your vehicle.",
"image": "<https://example.com/step2.jpg>",
"name": "Gather equipment"
}
],
"totalTime": "PT30M"
}
Local Business Schema Example:
{
"@context": "<https://schema.org>",
"@type": "LocalBusiness",
"name": "Joe's Pizza",
"image": "<https://example.com/joespizza.jpg>",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10001",
"addressCountry": "US"
},
"telephone": "+1-212-555-1234",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday"],
"opens": "11:00",
"closes": "23:00"
}
]
}
Recipe Schema Example:
{
"@context": "<https://schema.org/>",
"@type": "Recipe",
"name": "Classic Chocolate Chip Cookies",
"image": "<https://example.com/chocolatechipcookies.jpg>",
"author": {
"@type": "Person",
"name": "Jane Doe"
},
"datePublished": "2021-05-01",
"description": "Delicious, chewy chocolate chip cookies that are easy to make.",
"prepTime": "PT15M",
"cookTime": "PT10M",
"totalTime": "PT25M",
"recipeYield": "24 cookies",
"recipeIngredient": [
"2 1/4 cups all-purpose flour",
"1 tsp baking soda",
"1 cup butter, softened",
"3/4 cup granulated sugar",
"3/4 cup brown sugar",
"2 large eggs",
"2 cups semi-sweet chocolate chips"
],
"recipeInstructions": [
{
"@type": "HowToStep",
"text": "Preheat the oven to 375°F (190°C)."
},
{
"@type": "HowToStep",
"text": "Mix flour and baking soda in a bowl."
},
{
"@type": "HowToStep",
"text": "Cream together butter and sugars, then beat in eggs."
},
{
"@type": "HowToStep",
"text": "Gradually add flour mixture and stir in chocolate chips."
},
{
"@type": "HowToStep",
"text": "Drop spoonfuls of dough onto ungreased baking sheets."
},
{
"@type": "HowToStep",
"text": "Bake for 9 to 11 minutes or until golden brown."
}
]
}
Event Schema Example:
{
"@context": "<https://schema.org>",
"@type": "Event",
"name": "Annual Tech Conference 2024",
"startDate": "2024-09-14T09:00",
"endDate": "2024-09-16T17:00",
"location": {
"@type": "Place",
"name": "Tech Convention Center",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Innovation Blvd",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94101",
"addressCountry": "US"
}
},
"description": "Join us for the latest in technology trends and innovations.",
"offers": {
"@type": "Offer",
"url": "<https://example.com/tickets>",
"price": "350",
"priceCurrency": "USD",
"availability": "<https://schema.org/InStock>",
"validFrom": "2024-01-01T00:00"
},
"performer": {
"@type": "Person",
"name": "Jane Tech, Keynote Speaker"
}
}
These examples demonstrate how to structure schema markup for different types of content, helping search engines better understand and display your information in rich results.
How does schema markup affect my brand's presence in search results?
Schema markup enables a more polished and professional appearance in search results. By including rich details, like company logos, contact information, and social links through Organisation schema, or showcasing ratings for Products and Services, you can build credibility and enhance brand recognition right on the search results page.
How do I add schema markup to my website?
You can add schema markup by embedding code in your website's HTML. The most popular format is JSON-LD (JavaScript Object Notation for Linked Data), which Google recommends. You can place JSON-LD scripts in the <head> or <body> sections of your HTML.
Alternatively, many content management systems (CMS) like WordPress offer plugins (e.g., Yoast or Rank Math) that make adding schema markup easier for non-technical users.
For Umbraco CMS, adding schema markup can be done in several ways:
- Use the Umbraco.JsonSchema package: This package allows you to add schema markup to your Umbraco pages using a custom property editor.
- Implement custom code: You can create a custom solution by adding schema markup directly to your Razor views or through a custom controller.
- Utilise third-party plugins: Some Umbraco plugins, like SEO Checker, offer schema markup functionality.
Here's a basic example of how you might add schema markup in an Umbraco Razor view:
@{
var schemaData = new {
@@context = "<https://schema.org>",
@@type = "Article",
headline = Model.Value("headline"),
author = new {
@@type = "Person",
name = Model.Value("authorName")
},
datePublished = Model.Value("publishDate")
};
}
<script type="application/ld+json">
@Html.Raw(Newtonsoft.Json.JsonConvert.SerializeObject(schemaData))
</script>
Remember to adjust the schema properties according to your specific content model in Umbraco.
How can I add schema markup as a content editor in Umbraco CMS?
We get asked this all the time. As a content editor in Umbraco CMS, you can add schema markup without directly editing code by following these steps:
- Use pre-configured property editors: Your developers may have set up custom property editors that are in the site settings (the same place you would add you Google Analytics or other scripts).
- Utilise SEO plugins: Some Umbraco packages, like SEO Checker, offer user-friendly interfaces for adding schema markup within the content editor.
- Fill in metadata fields on each individual page: Many Umbraco setups include metadata fields that can be used to generate schema. Ensure you complete all relevant fields for your content.
- Use structured content blocks: If your Umbraco instance uses block list editors or nested content, these can be configured to output schema markup automatically.
If these options are not available, you may need to consult with your development team to implement a solution that allows content editors to add schema markup easily within the Umbraco back office.
What's the easiest way to implement schema markup without technical skills?
If you're not comfortable with HTML, you can use tools like Google's Structured Data Markup Helper or schema plugins for your CMS. These tools guide you through the process of generating schema markup, and plugins often allow you to select the schema type without any coding.
How do I check if my schema markup is working?
To verify your schema markup's effectiveness, use Google's Rich Results Test or Schema Markup Validator. These tools provide a preview of how search engines interpret your markup and identify any errors that might hinder rich results from appearing in search listings.
What tools can I use to test my schema markup?
Top tools for testing schema markup include:
- Google's Rich Results Test (for Google-specific results)
- Schema Markup Validator (for general schema validation)
- Google Search Console (for structured data insights and error reports)
These tools allow you to validate your schema, preview how it will appear in search results, and troubleshoot issues.
Why isn't my schema markup showing up in search results?
Schema markup eligibility does not guarantee that rich results will appear; Google uses various factors to determine if a page qualifies. Errors in your markup, competition in the search space, or Google's testing algorithms can all affect visibility. Ensure your markup is error-free and follows Schema.org guidelines for the best chance at rich results.
How long does it take to see results from schema markup?
Typically, it can take several days to weeks for schema changes to show in search results, depending on factors like crawl frequency and search engine algorithms. You can track these changes in Google Search Console.
What types of content get the most benefit from schema markup?
Content that provides specific information—like products, recipes, articles, and local businesses—benefits the most. Schema markup is also effective for instructional content (How-to), FAQs, and anything with rich media or ratings that would enhance a search listing.
How do I measure the impact of schema markup on my SEO?
The impact of schema markup can be tracked through Google Search Console. You can monitor impressions, CTR, and any rich result coverage issues here. Analytics tools can also show how schema affects user engagement metrics like bounce rate and session duration.
How does schema markup support AI-powered search results?
AI-powered search relies on structured data to interpret natural language queries more accurately. Schema markup helps by providing clear, labeled data that AI can use to pull accurate, context-rich results. For example, AI can easily pull structured data from a page to answer voice or conversational queries.
Schema markup is a powerful tool for enhancing your website's visibility in search results and improving its performance in AI-driven searches.
How do I optimise schema markup for natural language and voice queries?
To optimise schema for natural language, consider adding FAQ and How-to schemas, as these are often used in voice search responses. Ensure your schema is complete, clear, and accurately reflects your content for better results in AI-driven searches.
How can I use schema to improve my content's relevance for semantic search queries?
To use schema markup to improve your content's relevance for semantic search queries, consider the following strategies:
- Implement comprehensive and specific schema types that accurately represent your content. This helps search engines better understand the context and meaning of your information.
- Use schema types like FAQ and How-to, which are particularly useful for voice search and natural language queries.
- Ensure your schema markup is complete, clear, and precisely reflects your content. This accuracy is crucial for better performance in AI-driven searches.
- Focus on creating well-structured schema markup that provides detailed information about your content. This approach aids AI systems in better understanding and contextualizing your information, potentially leading to improved visibility in semantic search results.
By implementing these strategies, you can enhance your content's relevance and visibility for semantic search queries, making it more likely to appear in AI-powered search results and featured snippets.
Are there specific schema types that are more beneficial for AI-driven search compared to traditional search?
There are specific schema types that can be more beneficial for AI-driven search compared to traditional search. While all properly implemented schema markup can be helpful, certain types are particularly valuable for AI-driven search:
- FAQ Schema: This is especially useful for voice search and AI-powered queries as it directly answers common questions.
- How-to Schema: Similar to FAQ, this schema type is well-suited for voice and natural language queries, which are common in AI-driven searches.
- Speakable Schema: This markup identifies content that is particularly suitable for text-to-speech applications, making it valuable for voice-activated AI assistants.
- Dataset Schema: As AI systems often rely on structured data for analysis and information retrieval, this schema type can be particularly beneficial.
- Event Schema: AI-driven search often prioritises timely and location-based information, making event schema particularly useful.
These schema types provide clear, structured data that AI systems can easily interpret and use to generate more accurate and context-rich responses. By implementing these schemas, you can enhance your content's relevance and visibility in AI-powered search results
Why Umbraco is an excellent CMS for technical SEO implementation?
Umbraco is considered a brilliant CMS for technical SEO implementation for several reasons:
- Flexibility: Umbraco allows for custom development and integration of SEO features, including schema markup implementation.
- Content control: It provides content editors with the ability to manage SEO elements directly within the CMS interface.
- Extensibility: Umbraco supports the addition of plugins and packages that can enhance SEO capabilities.
- Performance optimisation: The CMS allows for optimisation of page load speeds, which is crucial for SEO.
- URL management: Umbraco offers robust URL management features, essential for SEO-friendly site structure.
- Integration with SEO tools: It can be integrated with various SEO tools and analytics platforms for comprehensive optimisation.
These features make Umbraco a powerful platform for implementing technical SEO strategies effectively.
How does GrowCreate help companies with Schema markup?
GrowCreate, as a digital agency specializing in Umbraco development, assists companies with Schema markup implementation in several ways:
- Custom Umbraco solutions: GrowCreate can develop tailored Schema markup solutions integrated directly into your Umbraco CMS, making it easier for content editors to add and manage structured data.
- Schema strategy: They can help devise a comprehensive Schema markup strategy aligned with your SEO goals and content types.
- Implementation and testing: GrowCreate's developers can implement Schema markup across your website and thoroughly test it using tools like Google's Rich Results Test.
- Training and support: They can provide training for your team on how to use and maintain Schema markup within your Umbraco setup.
- Ongoing optimisation: GrowCreate can monitor the performance of your Schema markup and make adjustments to improve its effectiveness over time.
By leveraging GrowCreate's expertise in Umbraco and technical SEO, companies can ensure their Schema markup is correctly implemented and optimised for better visibility in search results.