Structured data is a way for search engines to organize the content in your HTML by providing explicit clues about the meaning of the page using semantic vocabulary.

Google and other search engines created a structured data standard called Schema.org. Google recommends using JSON LD and schema.org.

Here is an example of ATT and Verizon using reviews and price schema:

Schema.org (often called Schema) was launched by Bing, Google and Yahoo! to create and support common schemas. Schemas are a semantic vocabulary of tags (or microdata) that you can add to your HTML source code to improve the way Google reads and represents your page in search engine results pages (SERPs).

For example, here is a JSON-LD structured data snippet that appears on Parqa’s website:

Schema.org markup is becoming more important in voice search, acting as a suggestion that points digital assistants towards the information to correctly answer a voice query. Voice queries depend heavily on implied context, and Schema markup can help give that context to an otherwise unclear page of text.

There are clear advantages of using Schema.org, but actually implementing it can be more challenging. Because of this challenge, only a small number of websites make use of Schema.org. If you use schema markup, you’ll automatically have an advantage over the majority of your competition.

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How Do I Add Schema to My Website?

Option 1

Hall Analysis has created the JSON-LD Schema Generator. It allows you to pick from a group of popular types, but instead of outputting microdata, it generates JSON-LD. Google also has a JSON-LD tool. These tools only produce the code and you will have to manually add the html to the individual page’s source code.

Option 2

WP SEO Structure Data Schema is my preferred plugin for WordPress websites. This plugin allows you to insert the information and not only creates the JSON-LD, but also adds the code into the source code.

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Testing your Schema Structured Data

Option 1

Use the Google Structured Data Testing Tool. This is the most reliable way of testing your schema markup. However, I have had issues with this tool timing out and not providing any answers.

Option 2

Add Structured Data Testing Tool to your Google Chrome browser. I rely on this tool more than the one provided by Google. One click on the icon and you are provided with the type of schema found on the page with an accordion tab to view what is being pulled and any possible errors.

What Schema Structured Data Should I Use?

Organization Schema Markup (included in WP SEO Structure Data Schema plugin)

The organization schema markup helps enhance your Knowledge Graph entry and website snippet presence. Remember to Insert your logo, social profile links, and corporate contact information.

WebSite Schema Markup (included in WP SEO Structure Data Schema plugin)

The WebSite schema markup helps generate the Sitelinks Search Box feature for brand searches. You need to have an existing site search on your website to enable the Sitelinks Search Box element.

Breadcrumbs Markup (can be implemented through Yoast)

The BreadcrumbList schema allows you generate breadcrumb rich snippets for your pages in the SERPs. This also helps improve the crawlability of your site.

Site Navigation Schema Markup (included in WP SEO Structure Data Schema plugin)

The SiteNavigationElement markup helps produce organic site links.

Schema Product Markup

The Product markups can help product information including price and status information to appear in SERPS.

Schema Article Markup (included in WP SEO Structure Data Schema plugin)

If you are producing articles or blogs, the NewsArticle or BlogPosting schemas are for you.

Recipe Schema Markup (included in WP SEO Structure Data Schema plugin)

Recipe websites leverage Recipe schema markup to enable recipe rich snippets.

Next Steps for your Online Presence

Schema markup is one of those SEO best practices that will be around for a long time. Google is finding you additional avenues to provide the end user with detailed information before they even land on your site.  You might as well stay ahead of the curve and have an instant leg up on the competition by implementing schema on your site today.