A Complete Guide to Implement Schema In your website (2021)

A Complete Guide to Implement Schema In your website (2021)

What is Schema.org Markup?

Schema markup is a set of microdata that helps Google understand your content easily so that people can find relevant information. Schema markup is a great way to appear on featured snippet. It’s a great way to describe your data and once implemented on your page can increase the quality of your content. In simple words if you want your product to show star ratings on google SERP you need to implement schema markup on your website.

What is micro data ?

Micro data is a HTML specification through which meta data is nested into a web page to further refine it for more rich browsing experience.

What is open graph?

Open graph is a type of schema markup that gives you command over how your content will look once it will be published on social media channels. Open graph markup code is an easy way to make your content look appealing, whenever you comment a link anywhere or share a link with someone, it automatically gets its title, description, and, image.

Why schema is important in 2021?

Schema markup is a snippet of code that tells search engine what the data actually means, so that it could reach the exact target audience. Schema markup is really useful for small businesses that are selling their products online because this way they can show how much stock they have, what kind of product they are selling and what are their ratings.

It is basic consumer buying behavior that people always choose product or service that have good ratings, complete descriptions and positive reviews. Schema helps search engines show all these information in search results and that directly effects your click through rate (CTR).

How schema can increase click through rate (CTR)?

Click through rate plays an important role in order to understand your audience and tells you which content or which strategy is working and which not. Google algorithm updates now and then but one thing that is here to stay is the way people buy things i.e the psychology of buying.

People tend to show trust issues while buying products online, I mean yeah they are not really wrong, why would they just believe someone online, right? that’s where user generated content comes, it shows people what other buyer think of this product and let you decide and have your satisfaction.

There’s a concept called social proof, it says individuals accept the activities of others copy the right conduct for a given circumstance driven by the presumption that the other individuals have more knowledge about the situation at the end of the day, people are wired to learn from the actions of others, and this can be a huge driver of consumer behavior.

How schema can boost local SEO?

Local SEO help local businesses strive in Google search and getting organic sales. Implementing the right schema for your business can help generate leads and make you stand out to your competition.

I mean, if you are a local marketing agency why wouldn’t you want to rank for the keyword “marketing agency <your city>”

Optimizing your local SEO with rich schema can help you get organic leads and presenting your audience with rich information related to the product, that will eventually result in acquiring that lead.

How to identify which schema is best for your business?

In order to identify which schema is best for your business you need to specify where do you want your company/business to be shown. If you’re an organization you will add ‘organizational schema.’ If you’re writing about a person so you will add ‘person schema.’ The more information you provide to Google, the easier for them to understand it and provide relevant information to the audience.

Different Formats Of Schema Markup

There are different formats of Schema markup data that can help you add more value to your content.

  1. JSON-LD
  2. RDFa
  3. Microdata

SEO best practices to implement schema 2021

Types of Schema

Schema markup is useful for all kinds of content either it’s an article schema or a restaurant schema, they all end up providing user the rich information and eventually boost your site.

1. Organization Schema Markup

In Organization Schema markup you describe everything related to your organization i.e company’s address, service option, website, phone number, logo, and, social profiles.

If you search any organization (example Facebook) the amount of information shown on knowledge panel of Google search result is because of Organization Schema markup.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Organization”,   “address”: {     “@type”: “PostalAddress”,     “addressLocality”: “Paris, France”,     “postalCode”: “F-75002”,     “streetAddress”: “38 avenue de l’Opera”   },   “email”: “secretariat(at)google.org”,   “faxNumber”: “( 33 1) 42 68 53 01”,   “member”: [     {       “@type”: “Organization”     },     {       “@type”: “Organization”     }   ],   “alumni”: [     {       “@type”: “Person”,       “name”: “Jack Dan”     },     {       “@type”: “Person”,       “name”: “John Smith”     }   ],   “name”: “Google.org (GOOG)”,   “telephone”: “( 33 1) 42 68 53 00” } </script>

2. Local Business Schema Markup

Local business Schema markup is essential for local business because it helps consumer find your company’s location, operating hours, menu, and, contact info.

You can even provide a call to action button to schedule an appointment.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Restaurant”,   “address”: {     “@type”: “PostalAddress”,     “addressLocality”: “Sunnyvale”,     “addressRegion”: “CA”,     “postalCode”: “94086”,     “streetAddress”: “1901 Lemur Ave”   },   “aggregateRating”: {     “@type”: “AggregateRating”,     “ratingValue”: “4”,     “reviewCount”: “250”   },   “name”: “GreatFood”,   “openingHours”: [     “Mo-Sa 11:00-14:30”,     “Mo-Th 17:00-21:30”,     “Fr-Sa 17:00-22:00”   ],   “priceRange”: “$$”,   “servesCuisine”: [     “Middle Eastern”,     “Mediterranean”   ],   “telephone”: “(408) 714-1489”,   “url”: “http://www.greatfood.com” } </script>

3. Product Review Schema Markup

Product reviews are really useful for e-commerce websites as 91% of the buyers trust online consumer reviews. Be it technology gadgets or grocery shopping, online consumer reviews affect purchasing behavior on a massive scale.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Product”,   “aggregateRating”: {     “@type”: “AggregateRating”,     “ratingValue”: “3.5”,     “reviewCount”: “11”   },   “description”: “0.7 cubic feet countertop microwave. Has six preset cooking categories and convenience features like Add-A-Minute and Child Lock.”,   “name”: “Kenmore White 17\” Microwave”,   “image”: “kenmore-microwave-17in.jpg”,   “offers”: {     “@type”: “Offer”,     “availability”: “https://schema.org/InStock”,     “price”: “55.00”,     “priceCurrency”: “USD”   },   “review”: [     {       “@type”: “Review”,       “author”: “Ellie”,       “datePublished”: “2011-04-01”,       “reviewBody”: “The lamp burned out and now I have to replace it.”,       “name”: “Not a happy camper”,       “reviewRating”: {         “@type”: “Rating”,         “bestRating”: “5”,         “ratingValue”: “1”,         “worstRating”: “1”       }     },     {       “@type”: “Review”,       “author”: “Lucas”,       “datePublished”: “2011-03-25”,       “reviewBody”: “Great microwave for the price. It is small and fits in my apartment.”,       “name”: “Value purchase”,       “reviewRating”: {         “@type”: “Rating”,         “bestRating”: “5”,         “ratingValue”: “4”,         “worstRating”: “1”       }     }   ] } </script>

4. Movie/Show Review Schema Markup

If you have a website with movie listings, there’s some great news for you. Movie Review schema let you show critics reviews, movie ratings.

We recommend that you should provide all the information in the item properties.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Movie”,   “actor”: [     {       “@type”: “Person”,       “name”: “Johnny Depp”     },     {       “@type”: “Person”,       “name”: “Penelope Cruz”     },     {       “@type”: “Person”,       “name”: “Ian McShane”     }   ],   “aggregateRating”: {     “@type”: “AggregateRating”,     “bestRating”: “10”,     “ratingCount”: “200”,     “ratingValue”: “8”,     “reviewCount”: “50”   },   “author”: [     {       “@type”: “Person”,       “name”: “Ted Elliott”     },     {       “@type”: “Person”,       “name”: “Terry Rossio”     }   ],   “description”: “Jack Sparrow and Barbossa embark on a quest to find the elusive fountain of youth, only to discover that Blackbeard and his daughter are after it too.”,   “director”: {     “@type”: “Person”,     “name”: “Rob Marshall”   },   “name”: “Pirates of the Carribean: On Stranger Tides (2011)” }

5. Breadcrumbs Schema Markup

Breadcrumbs Schema markup not only helps the user to navigate through the website but it also helps Google understand the structure of your website. It also helps reduce bounce rate.

Example code:

<script type=”application/ld+json”> {  “@context”: “https://schema.org”,  “@type”: “BreadcrumbList”,  “itemListElement”:  [   {    “@type”: “ListItem”,    “position”: 1,    “item”:    {     “@id”: “https://example.com/dresses”,     “name”: “Dresses”     }   },   {    “@type”: “ListItem”,   “position”: 2,   “item”:    {      “@id”: “https://example.com/dresses/real”,      “name”: “Real Dresses”    }   }  ] } </script>

6. Articles Schema Markup

Article Schema markup is generally used in news or blog article to help Google better understand the content.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Article”,   “author”: “John Doe”,   “interactionStatistic”: [     {       “@type”: “InteractionCounter”,       “interactionService”: {         “@type”: “WebSite”,         “name”: “Twitter”,         “url”: “http://www.twitter.com”       },       “interactionType”: “https://schema.org/ShareAction”,       “userInteractionCount”: “1203”     },     {       “@type”: “InteractionCounter”,       “interactionType”: “https://schema.org/CommentAction”,       “userInteractionCount”: “78”     }   ],   “name”: “How to Tie a Reef Knot” } </script>

7. Event Schema Markup

The event schema markup provides extra information related to any seminar, event, concert or webinars such as the price, date, and, location.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Event”,   “location”: {     “@type”: “Place”,     “address”: {       “@type”: “PostalAddress”,       “addressLocality”: “Denver”,       “addressRegion”: “CO”,       “postalCode”: “80209”,       “streetAddress”: “7 S. Broadway”     },     “name”: “The Hi-Dive”   },   “name”: “Typhoon with Radiation City”,   “offers”: {     “@type”: “Offer”,     “price”: “13.00”,     “priceCurrency”: “USD”,     “url”: “http://www.ticketfly.com/purchase/309433”   },   “startDate”: “2013-09-14T21:30” } </script>  

8. Recipe Schema Markup

Recipe schema markup is custom designed for website that post recipe related content, so that they could show rich results in Google SERP. Its review, what ingredients to use, its preparation time, and, all information about its nutrition.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Recipe”,   “author”: “John Smith”,   “cookTime”: “PT1H”,   “datePublished”: “2009-05-08”,   “description”: “This classic banana bread recipe comes from my mom — the walnuts add a nice texture and flavor to the banana bread.”,   “image”: “bananabread.jpg”,   “recipeIngredient”: [     “3 or 4 ripe bananas, smashed”,     “1 egg”,     “3/4 cup of sugar”   ],   “interactionStatistic”: {     “@type”: “InteractionCounter”,     “interactionType”: “https://schema.org/Comment”,     “userInteractionCount”: “140”   },   “name”: “Mom’s World Famous Banana Bread”,   “nutrition”: {     “@type”: “NutritionInformation”,     “calories”: “240 calories”,     “fatContent”: “9 grams fat”   },   “prepTime”: “PT15M”,   “recipeInstructions”: “Preheat the oven to 350 degrees. Mix in the ingredients in a bowl. Add the flour last. Pour the mixture into a loaf pan and bake for one hour.”,   “recipeYield”: “1 loaf”,   “suitableForDiet”: “https://schema.org/LowFatDiet” } </script>

9. Person Schema Markup

This schema is used to provide extra information such as person’s age, net worth, spouse information and education.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “Person”,   “address”: {     “@type”: “PostalAddress”,     “addressLocality”: “Seattle”,     “addressRegion”: “WA”,     “postalCode”: “98052”,     “streetAddress”: “20341 Whitworth Institute 405 N. Whitworth”   },   “colleague”: [     “http://www.xyz.edu/students/alicejones.html”,     “http://www.xyz.edu/students/bobsmith.html”   ],   “email”: “mailto:[email protected]”,   “image”: “janedoe.jpg”,   “jobTitle”: “Professor”,   “name”: “Jane Doe”,   “telephone”: “(425) 123-4567”,   “url”: “http://www.janedoe.com” } </script>

10. Health/Medical Schema Markup

The internet is filled with people googling their symptoms online and what better way to provide them relevant information other than implementing health schema. The components of health schema contains medical condition, drug, medical guideline and medical scholarly articles.

Example code:

<script type=”application/ld+json”> {   “@context”: “https://schema.org”,   “@type”: “MedicalWebPage”,   “about”: {     “@type”: “MedicalCondition”,     “name”: [       “High Blood Pressure”,       “hypertension”     ]   },   “mainContentOfPage”: [     “Diagnosis”,     “Treatment”   ],   “audience”: “https://schema.org/Patient”,   “drug”: [     {       “@type”: “Drug”,       “nonProprietaryName”: “propanaolol”,       “alternateName”: “Innopran”     },     {       “@type”: “Drug”,       “nonProprietaryName”: “atenolol”,       “alternateName”: “Tenormin”     }   ],   “lastReviewed”: “2011-09-14”,   “name”: “beta-blocker”,   “specialty”: “https://schema.org/Cardiovascular” } </script>

How to implement schema on your website?

The good thing about schema markup is that you don’t really need to have a coding background to implement it, so you don’t need a developer.

Steps to implement Schema through Schema markup testing tool

Below are the steps to generate schema markup for your desired website.

#1. Open Structured Data Markup Helper

#2. Select which type of schema you like to implement

#3. Paste your website URL

#4. Highlight the options

Once you click ‘Start tagging’ button it will load the given URL and their you can double click the part which you want to highlight and then right click to select options

#5. Create HTML

After tagging everything you need to click the create HTML button to generate schema markup data. It shows two options in the drop down menu, JSON and micro data.

How to Test Schema Markup?

After pasting the code on your article, you can validate your schema markup to check for errors since uploading in correct data can lead to Google penalties.

Best Free Schema Markup Testers

In order to prevent Google penalty and make your code error free you need to validate your data by using the following free schema markup tools.

#1. Google Rich Results Testing Tool

Google has their own tool to generate markup data and they have their own tool to test it too. Google Rich results testing tool that was formally called (Google’s Structured Data Testing Tool) tests your publicly accessible page to see which content has structured data so that it could show rich results.

#2. Schema.org Validator

Soon after Google deprecated its structured testing tool and launched rich results testing tool out of beta in July 2020, Google decided that they would remove Google-specific validation and migrated it to a new domain called Schema.org validator.

#3. Bing URL inspection Tool

On September 2020, Bing launched webmaster tools URL inspection tool to check crawling issues, index status, and markup info to make better search experience better for users and webmasters.

#4. Yandex Webmaster Structured Data Validator

Yandex webmaster tool is free service provided by yandex search engine that allows webmasters to track performance just like google search console. It also provide structured data validator to check various structured markup.

Final Conclusion

Schema markup is very essential for your website and it helps Google better understand your content, specially if you have an e-commerce store. If Google understands your data easily the more likely it will show data to the right consumer so we can say that rich schema markup do act as a ranking factor.

Knowledge panels are a great way to showcase your brand information to the end user and Google will notice whenever user search a query related to your niche they tend to click on your brand, this tells Google that your brand is the relevant result for their query.

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