How Schema Markup Helps Your Website Stand Out in Search Results

How Schema Markup Helps Your Website Stand Out in Search Results

An organized data vocabulary called schema markup ( aids search engines in comprehending the content on your website.

Search engines can provide rich results, or rich snippets when they understand the relationships and meaning behind the entities.

The actual data is known as structured data, and schema is a language used to represent it.

Structured data organizes the content on your page and makes it simpler for Google to comprehend.

For instance, you may utilize structured data on a recipe page for a birthday cake to inform Google about the cooking time, user reviews, and more, as seen in the example in the image above.

Types of Schema Markup

The coding known as schema markup explains elements on your website in a language that is understood by all of the major search engines. Search engines can then show people more relevant results in this manner.

For instance, a how-to markup informs Google that a certain piece of content is a step-by-step instruction manual.

32 types of schema are recognized by Google. Which are:

  • Article
  • Book
  • Breadcrumb
  • Carousel
  • Course
  • Dataset
  • Employer Aggregate Rating
  • Event
  • Fact check
  • FAQ
  • Home Activities
  • How-to
  • Image license
  • Job posting
  • Learning video
  • Math Solvers
  • Movie
  • Education Q&A
  • Estimated Salary
  • Podcast
  • Practice problems
  • Q&A
  • Recipe
  • Software app (Beta)
  • Speakable
  • Subscription and paywalled content
  • Video

Here are five typical schema examples and how they appear on a search engine results page (SERP):

Schema Markup

Logo Markup

Google can identify your logo thanks to logo markup. In this way, each time someone searches for your business, the right version of your logo will show up in the Google knowledge panel.

Local Business Markup

Local Company markup identifies the parts of your website that provide your contact information, physical address, and other vital business information. Then, on the right side of some SERPs, Google shows the data in a Local Business Panel.

This markup guarantees that Google provides those users with the appropriate information and promotes local foot traffic.

Review Markup

The bottom portion of your results page entry gains a star rating thanks to the review markup. It reveals to users what other users think of your website or goods. Customers are more likely to buy things with reviews, therefore this is advantageous.

Your entry on the results page gains additional navigational links thanks to site link markup. Searchers will notice links to your blog, careers tab, and other crucial pages in addition to merely your home page.

Product Markup

Product markup provides Google with more details about the products that are displayed on your website so that users may view more information about them immediately on the results page.

Additionally, it provides Google with a picture of your product that could show up in Google Image Search. If you neglect image searches, which make up 22.6% of all searches, you could lose out on a lot of traffic.

Not all pages with structured data will have rich results displayed by Google. However, by including schema markup on your website, you’ll increase your chances of receiving a rich result that occupies more space on the results page.

The Importance of Schema Markup For SEO

Your data should be structured to improve communication with search engines. Google gives users better results when it has a deeper understanding of entities.

After gathering data from structured data, items like rich cards, rich snippets, and the knowledge panel appear on SERPs.

Although there is no proof that schema can boost your ranks, it does offer a tonne of chances.

In contrast, a search result with sitelinks shows users the primary linked page in addition to related site pages that might be of more interest.

There are still a few opportunities to draw the user in using sitelinks if the title tag wasn’t persuasive enough to get them to click.

Additionally, some schemas function as online billboards. Because it has so many rich snippets, Walmart occupies the whole space above the fold of the SERP.

According to studies, rich results’ enhanced real estate can increase click-through rates.

In actuality, consumers click on rich results 58% of the time compared to non-rich results 41% of the time.

According to Google, appropriately formatted data can enhance the overall look of search results.

Although there is no concrete proof to support it, organised data significantly enhances the search experience. Without ever visiting a page, users may read FAQs, look at ratings, discover crucial business information, and more.

This may enhance click-through rates and broaden the audience for your business.

How to Create and Test Your Own HTML Schema?

JSON-LD, microdata, and RDFa are three coding languages you can use to inform search engines exactly what is on your website.

JSON-LD (Javascript Object Notation for Linked Objects) 

JSON-LD is a script that is added as a data block and is not included in the page’s main code. Because JSON-LD data blocks are easier to arrange and alter or edit when necessary, Google advises utilising them “wherever possible.”

This is how it appears:

<p> My name is Kelly </p>
<script type="application/ld+json">
"@context": "",
"@type": "Person",
"name": "Kelly"

In this illustration, the JSON-LD script underneath the webpage code, “My name is Kelly,” is entirely distinct from it.


In essence, JSON-LD and microdata perform the same functions, but microdata is presented differently. It is more difficult for beginners to write and update the code because it must be integrated into the HTML of a webpage.

For larger websites, it’s also more challenging to use on a wide scale (like ecommerce sites).

Here is an illustration of how to use microdata:

<pitemscope itemtype="">
my name is <span itemdrop="name">Kelly</span>.

RDFa (Resource Descriptive Framework in Attributes)

Similar to microdata, RDFa is added to your page’s HTML code using tags and attributes. It is older and more complicated, though.

The advantage is that integrating it with other platforms or programmes that utilise it may be simpler.

In actuality, it appears as follows:

<p vocab="" typeof="person">
My name is <span property="name">Kelly</span>.

Create SEO-friendly Schema Markup

The Structured Data Markup Helper provided by Google makes it simple to create a schema. This is how to apply it:

First, choose a data type.

Select a common data type from the list provided. We choose “Articles” as our example.

Paste your URL

Insert the page’s URL where you want to add markup. The HTML can also be pasted as an option. Click “Start Tagging” after that.

Your page will load into the programme so you can begin annotating it. The data elements will appear on the right side, and your webpage will appear on the left. akin to this

Begin Marking your page

To begin, select the choice on the left that you want to mark up. You can select the “Author” data item from the menu that appears after highlighting the author of an article.

The author’s name will be added next to “Author” on the right-hand side by the tool.

Additionally, you can tag items that are not on your page. Scroll down until you see the “Add missing tags” button on the right side of your page.

To access a pop-up menu where you can manually add tags, click the button. For instance, we manually updated the URL tag with information.

Up to the point at which HTML is ready to be generated, keep adding markup elements.

Generate HTML

When finished, select “Create HTML” from the menu in the top right corner of the screen.

The code to put to your website will be sent to you. To switch between JSON-LD (preferred) and microdata, click the drop-down at the top.

Add the Markup to Your Site

Add your revised code to your content management system (CMS) now that you have it.

You can either download the complete HTML file and upload it to your website, or you can copy & paste.

Update the page you’re working on after you’re finished. If you’re unsure of how to carry out the subsequent stages, click the “Finish” button to obtain a list of instructions.

Testing the markup you added to your page is now necessary.

Test Your Structured Data

Google advises testing your schema markup using their Rich Results Test tool. Simply type in your URL or code snippet. The right-hand side of the screen will display errors, warnings, and any identified schema markup.

You can edit your code directly on the left side of the page if any issues need to be fixed. After making changes, revalidate your work by clicking the “Run test” button at the bottom of the page.

If any issues are found on your website, create fresh markup and revalidate it using the Rich Results Test. You can use the Schema Markup Validator on to validate your code for various search engines.