Did you know websites with Schema markup ranks an average 4 positions higher on SERPs than those without it?

This alone should be sufficient to get anyone serious about Schema Markup, a rather underrated but crucial SEO factor that has been adopted by only 17 percent of marketers till now.


If you’re new to it, let’s hit back to the basics first…

What is Schema Markup?

Back in 2011, search giants Google, Bing, Yahoo, and Yandex started working on a project called Schema.org.

This collaboration was intended to make the information on webpages easy to read and understand for the search bots.

The result: they came up with a standardized structured markup called Schema Markup.

Basically, Schema Markup is a type of code or microdata that tells search engines the meaning of information on webpages. This helps them offer even more relevant results to search queries.

Also Read: What is a Pillar Content

How Does Schema Markup Work

Say you wrote an article on an upcoming event. You’re the author. You have mentioned the dates and time of events. There’s also a rating facility where users are rating and reviewing the event.

Now, normally search engines can crawl the webpage and know what it says. And then match what they understand with the users’ search queries.

However, when you include Schema Markup, the search engines would now easily be able to understand the meaning of the content on that webpage—which piece of information is the name of the author, which one is the rating, which one is the date and time of the event.

Also Read: What is Content Marketing

Schema Markups Examples

Of course, this is a rather broad and basic scenario. There are many (many) types of schema markups available that can give search engines an awful lot of information available on the webpage.

The data markups are most commonly used for:
  • Articles
  • Person/Business/Organization
  • Hotel
  • Products 
  • Reviews
  • Videos
  • Movies
  • Events
Everything displayed on SERP aside from the Meta Title and Meta Tags are extracted by the search engines through Schema Markups.

Like this one, it includes SiteNavigationElement and SearchAction schema.

schema-markup-seo

This one has an AggregateRating schema.

schema-markup-seo

Here are a few other types/examples of schemas:

schema-markup-seo

schema-markup-seo

Here’s a complete list of every type of schemas available.

How To Setup Schema Markup

First, let’s visualize how it looks:

schema-markup-seo
Via Schema.org

Now, if you want to add a markup on your blog, you can either do that manually by matching the content types of webpages with microdata type and then write the codes yourself or you can rely on powerful Google’s Structured Data Markup Helper.

(I would go with the second option)

Here are the steps to add Schema to your blog following the second method:

1. Open Google’s Structured Data Markup Helper, select the type of content the webpage has and paste your URL.

schema-markup-seo

2. You will see a markup tool open with your given webpage side by side. Now highlight different parts of the content, and tag them with the relevant tags.

For example, the headline of the article would be the name and whoever wrote that piece would be the author.

schema-markup-seo

3. Once you’re done adding markup items, click on the “Create HTML” button at the upper right side corner.

4. You will see added markups in the HTML code highlighted in yellow. Go to the source code of your webpage and add these highlighted markups in the right spots.

schema-markup-seo

5. Now that you’re done adding the code, time now to test if everything is running well. Go to Google’s Structured Data Testing Tool and add the URL of your webpage.

It will show you how the search engines will see your webpage with the newly added Schema Markups.

schema-markup-seo

If everything goes right, you’ve just successfully added schema markup.

Remember, the more Schemas you add, the better it is. The search engines will understand your website better.

For more help, refer Schema.org; there are a plethora of resources available.

Or to get a better understanding of the technical aspect of this, check out this clean guide by Tony Edward that talks about different types of Schemas and how you can add them manually.

Does Schema Markup Help SEO

This is a much-debated topic.

Mentioned already, websites with Schema Markup is stated to rank an average 4 positions higher than those who do not use markups.

However, even in this research, no DIRECT correlation could be drawn between the two.

Back in 2015, Search Engine Land reported that Google may add structured markup and data to its ranking algorithm.

Brian Dean of Backlinko, too, believes that Schema data does help in SEO. He said:

schema-markup-seo

While the question does Schema markup help SEO or not can be debated, one cannot deny its indirect relevance on ranking.

Users are much more likely to click on a website that looks unique on the entire result page. Because a result of rich data is much more eye-catchy and looks interesting.

The higher Click-Through-Rate can then indirectly affect the ranking and traffic of that particular website.

So indeed, your blog can trade much better on SERP if you add schema markup to it.

Now it's time to do it yourself. Now. Go to Google’s Structured Data Markup Helper and get started.

But before that, if you found this post on Spell Out Marketing resourceful, do share it on Twitter, Facebook or LinkedIn. :-)
Asif Ali

Asif is a certified content marketer and professional blogger with 4+ years experience in his pockets. Straightedge, blogger and a full-time cloud-lover, find him on Twitter and Medium.


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