Schema Markup in SEO and how to use it effectively »Compa Marketing

Besides traditional SEO practices, there are modern ways to improve SEO and mark your schema (also known as structured data or microdata) as one of these techniques.

In this article, you will learn what is schema markup, why it becomes so important and how to use schema markup to improve your SEO. At the end of this post, you will also learn how to use Google Search Console to fix structured data errors.

What is a schema markup?

Schema markup is a way to 'describe' your content to search engines in a way that they can understand it.

This is done by adding snippets of code to your HTML including predefined tags (semantic vocabulary) that search engines understand.

What does structured data look like?

As mentioned above, structured data is a set of tags added in your HTML code.

They are not visible to users but can be read by search engines when crawling your pages.

Structured data may be in the form microdata or json-ld .

Don't worry if this is too technical for you because as we will see below, there are easy ways to add structured data to your site without knowing the low technical details.

Here is an example of how the schema markup looks like:

Example of Schema Markup

When Google or other search engines crawl a website, their main goal is to find out what that page is.

The crawler cannot view the web as a human being, but they process the HTML of the page trying to find different things like meaning of content, date of publication, author and other factors they find useful in the indexing process.

Schema Markup is supported by major search engines

To make their work easier and faster, the major search engines agreed to a common set of standards, also known as schema .

The schemas cover a variety of content types including articles, videos, images but also different types of entities such as organizations, local businesses, citizens and more.

Why is structured data important for SEO?

Although structured data is not yet part of Google's ranking algorithm, it is still important for SEO for a variety of reasons.

Prepare your website for the ‘future’ SEO

First, it's a feature that is gaining ground and Google officially announced that it could be something that will enter the ranking algorithm in the near future.

So, besides taking advantage of the benefits described below, you also prepare your site for future SEO.

Make your search more informative and engaging

Second, structured data enhances your SERPS presence with rich snippets of code.

This means your entry in Google search results will be more attractive and informative than others, and this will result in a better CTR (click through rate) and more visits to the site. your.

Structured data enhances your website's presence on the SERPS

Currently Google supports the following schemas:

  • Article
  • Book
  • Bread
  • Conveyor
  • Contact company
  • Course
  • Critic critique
  • Data set
  • General evaluation of employer
  • Incident
  • Reality check
  • Post job
  • direct
  • Local business
  • Logo
  • Communication activities
  • Job
  • Product
  • Question and answer page
  • Recipe
  • Review the excerpt
  • Link to the SearchBox website
  • Social profile
  • Talking

Pro tip: You can watch library search For more information about each schema.

The schemas are great for local SEO

Third, the schema is great for local SEO. With structured data, you can give search engines more information about your local business including address and contact information.

Combined with well-optimized Google My Business page, it can boost your local SEO.

Marking structured data is required for Google Shopping campaigns

Fourth, it is a requirement to run successful Shopping campaigns. When setting up shopping campaigns on Google Ads, you need to have microdata on its product landing page so Google can verify the data submitted in your shopping feed.

Without microdata, chances are your shopping campaigns won't be optimized.

Schema is required for AMP pages

Mobile sites are speeding up Much depends on structured data for some of their advanced features.

If you want your AMP pages to appear in the top story carousel on mobile search results, you need to have the structured data deployed on your AMP pages.

Structured data markup helps voice SEO

Now when you voice search something on Google, it can give you a voice answer if there's a specific excerpt for that search term.

Open your Google Assistant and talk about what is off-page SEO. Chances are you'll hear the game according to SEO Off-page SEO.

Google is getting answers from my featured snippets. Having structured data on your page can help you rank in Google's featured snippets and thus be more exposed in voice search.

How to add schema markup on your website

Now that you are convinced of the importance of structured data for SEO purposes, see how you can use it on your website.

Before you go into deployment, you need to know what kind of structured data to use.

Some common use cases are:

Blog: If you have a blog, you can use it sitemap to provide Google with information about your website, logo, name, etc. and both article schema for your blog posts and posts.

Ecommerce: For ecommerce websites, you can also use it product schema including product details, prices, names, reviews, etc.

Local business: local businesses can take advantage Local business schema as well as the sitemap.

Note: You can use more than one schema in your site as long as the implementation is correct. Use Tool for checking structured data to test it.

How to implement structured data on your website

There are 2 ways to add structured data on your site.

The first way is to manually edit your HTML files and add the necessary tags and the second way is through a plugin or combination of plugins.

Google's structured data markup helper (Manual process)

To make the manual process a bit easier, Google has a tool called Structured data markup helper .

With this tool, you can visually tag your pages and generate the necessary HTML code, but you still have to edit your HTML files or templates.

To get an idea of ​​how this works:

  1. Open structured data helper tool ,
  2. Select the type of schema you want
  3. Enter a URL from your website in the URL box
  4. Click Start

Google structured data markup helper tool

The tool will load your site in the left pane and in the right pane, you get a list of tags available for the selected schema type.

All you have to do now is highlight the areas of your site and assign them to tags.

Google structured data markup helper tool - Tagging

When you're done, you can view and download the generated structured data code.

You should use the JSON-LD Marking format. The generated output is a script that you can insert into the HEAD section of your website.

Structured data as JSON-LD markup

Before adding to your site, you can check out using Structured data checking tool on the validity of your code.

Add structured data using the plugin (Automatic way)

Obviously, the above method is not the easiest way to add schema information to your website.

If you are using WordPress, the easiest way is to use the plugin and fortunately, there are several plugins that can help you do this.

In most cases, you need to add schema information to your homepage and to your article pages (if you're running a blog) or product page (if you have an ecommerce website).

Add Schema with Yoast SEO Plugin

Free version of Yoast SEO plugin There is built-in support for several schemas including:

  • Webpage
  • Organ
  • People
  • Article
  • Picture
  • Video (Premium version)
  • Local SEO (through local SEO plugins)

The good idea about Yoast SEO is that it automatically processes schema information.

All you have to do is go to SEARCH - GENERAL and select whether you are an Organization or a Person.

Add schema with Yoast SEO

When you add values ​​to the required fields and click the SAVE CHANGE button, the plugin will add the necessary JSON-LD markup script on your homepage.

You can check using structured data checking tool what is added and if everything is fine.

Alternatively, you can also click SOCIAL and add URLs to your social media pages.

The plugin will link your page to your social media pages using the ‘ sameas ’ .

WEBPAGE, ARTICLE, and IMAGE schemas are handled automatically by the plugin so you don't have to do anything else.

An alternative to Yoast SEO that supports more schemas is the plugin Schema - All In One Schema Rich Snippets .

How to check for structured data errors

Besides checking your pages with the Structured Data Testing Tool, there are two other ways to fix structured data errors in Google Search Console.

URL testing tool

You can use the URL testing tool to check any page from your website.

Among other things, the generated report will show you errors related to structured data. Clicking on the error will give you more details.

Troubleshoot schema markup errors with URL Testing Tool

Advanced report

See reports in the Improvements section of Google Search Console (left menu). Google will show you details about various features such as Logo, Product, Sitelink search box and more.

Google Search Console improvement report


Structured data is very important for SEO and it's something you will need to consider sooner or later if you want to remain in sync with modern SEO practices.

The first step is to check if your website is using bookmark data and the easiest way to do this is to use Google's structured data checking tool and check your homepage. and other sites.

If you use marker data but there is an error in the testing tool, hiring a developer to make the necessary corrections may be easier.

If you do not have the schema on your pages, then use the methods described above to add it.