what is schema

What is Schema in SEO

Introduction to Schema in SEO

SEO is something everyone around you is doing!

Then what sets you apart from others in your industry? Do you still think SEO alone can change the game for you! 

Well, have you heard about Schema in SEO? Do you think a small piece of code can help you change the SERP for you?

Let us find out everything in detail… 

What is Schema in SEO?

Before going ahead, it is essential that we talk about the schema in SEO. So let us understand what is Schema in SEO. 

Schema Markup or structured data is the language understood by search engines using unique semantic vocabulary. With the help of Schema in SEO, one can give a clear idea or information on the content they have to the search engines.    

Let us talk about the code languages that can be used for Schema Markup in SEO.

The three code languages that can be used to add schema markup to a web document are Microdata, RDFA, and JSON-LD.


HTML tags are annotated with microdata to make them more machine-readable. They are simpler to use, but because they must be used with every HTML tag within the body of the web page document, they can get extremely messy. 

Resource Description Framework in Attributes (RDFA)-based attributes include item scope, itemtype, and itemprop.

Microdata is implemented similarly to RDFa and has the following attributes:

  1. itemscope — used to build the item and signal that the rest of the element has data about it.
  1. itemtype — a valid URL from a vocabulary to describe the item and its properties (for example, “https://schema.org”).
  1. itemprop — used to indicate that the value of a specific item property is present in the contained tag (e.g., itemprop=”name”).
  1. itemid — specifies the item’s unique identifier.
  1. itemref — used to refer to properties of an element that aren’t in the itemscope. This generates a list of element ids with additional characteristics that can be used elsewhere in the document.

The use of RDFA and microdata are similar in that they must be put to the body of the webpage using distinct HTML tags. typeof, property, about, and datatype are some of the RDFA attributes. On schema.org, you may find a variety of vocab examples.

RDFa has the following properties:

  1. about — specifies the resource for which the metadata is being created.
  1. To specify a relationship and reverse relationship with another resource, use the rel and rev commands.
  1. To indicate a partner resource, use the src, href, and resource tags.
  1. When utilizing the property attribute, override the element’s content with content.
  1. datatype — specifies the text datatype to be used with the property attribute.
  1. typeof — specifies the subject’s or partner resource’s RDF type.

JSON-LD (JavaScript Object Notation for Linked Data):

This code is simpler to create because it may be placed anywhere in the webpage’s HTML body. 

JSON-LD does not have to be put to every HTML tag; it can be placed anywhere on the HTML page.

@context and @type are JSON-LD attributes. JSON-LD is preferred by Google, which controls 92.24 percent of the search engine market share since it is easily readable and may be added and removed.

Types of Schema in SEO

Th Complete Guide Schema

The schema.org vocabulary contains data structure formats for all types of people, places, and things on the internet. On schema’s website, you may find a complete list of items that schema markups can define.

Schema markups are frequently used to indicate the following:

  1. Articles
  2. Events
  3. Products
  4. People
  5. Organizations
  6. Businesses in the Community
  7. Reviews
  8. Recipes
  9. Medical Conditions
  10. Breadcrumbs

Let us talk about these in detail.

  1. Articles

News and blog postings are the most typical uses of Schema Article Markup.

It helps search engines understand the material by incorporating the headline, the date it was published, a featured image, and, in some cases, a video. Different types of Article Schema Markup exist for various sorts of articles, such as Blog Posts, News Articles, and Scholarly Articles.

  1. Event

The event Schema Markup adds details like date, place, and price to planned events (such as webinars, concerts, and lectures).

This makes it easy to attract visitors to certain events and provides them with the fundamental information they require to make a purchase.

  1. Product or offer schema

The Product & Offer markups are used to sell a single service or product item.

Both allow for the delivery of product information such as price and status, but Offer markup also requires the price and price currency attributes, whilst Product markup simply needs the name property.

This makes your product/service stand out from the competition if competitors aren’t using it, or it allows people to compare you to other competitors if you’re selling the same product/service.

  1. People

The Person Market Schema displays personal information such as a person’s name, birthday, residence, education, and family members. If you’re looking for someone by name, Google guesses you’re seeking some basic information. 

As a result, this schema aims to give the solution you’re looking for without requiring you to visit another website.

  1. Organization

The organization schema markup clarifies the introduction of your firm, including the official logo, contact information, location, and social accounts. This saves you time by allowing you to get the gist of a company right away rather than having to rummage around for information. It also makes it easier for individuals to locate the information they require in order to contact you immediately.

  1. Businesses in the Community or Local Business

The Local Business Schema Markup is ideal for small businesses or a division of a larger corporation. It assists customers in locating the company’s location as well as other pertinent information such as the address, hours of operation, and contact information.

A local business is a physical business or branch of an institution, such as a restaurant, a bank branch, a bowling alley, or a medical practice.

  1. Reviews

Who doesn’t read online reviews before buying a service or a product? Your best is generated immediately in the SERP pages with Rating Schema Markup. This will allow users to acquire relevant buying information right away without having to delve deeper.

  1. Recipes

Recipe schema markup is used to display a rich sample on recipe website pages. It not only makes searchers hungry, but it also allows them to evaluate the final product before they click through.

  1. Medical Conditions

It talks about specific human diseases, disorders, treatment, and a lot more. It can help patients with the right type of information and a lot more. 

  1. Breadcrumbs 

The path links that lead to the current page are listed in the breadcrumbs markup. It allows consumers to see their current location and lowers bounce rates.

After you’ve added these markups to your site, a search engine will be able to figure out what your site is about. Rich Snippets enable the search engine to display this information.

What are the benefits of schema in SEO? 

schema seo copy

The goal of data structuring is to improve communication with search engines like Google. When Google has a better understanding of entities, it can provide better results to searchers. After gathering information from structured data, items like rich cards, rich snippets, and the knowledge graph emerge on SERPs.

Can Schema in SEO help you Rank better or how does it put an impact on Google?

Consider this: while your content tells Google what’s on your site, the Schema will help Google understand what that content means. How does it inform Google about the meaning of your content? Because markup language shows how concepts and things in a document or webpage are connected. 

Can you rank better with Scheme? This is a question that SEO experts are inevitably asked, and the simple answer is “well, not quite, but…” in this case. In late 2019, the Search Engine Journal stated that there is no proof that microdata has a direct impact on organic search rankings.

That isn’t to say that microdata has no effect on visibility. Rich snippets give your website more prominence on the results page and have been shown to increase click-through rates.

While you may not notice a direct increase in your page’s organic ranking as a result of adding schema, you may see an increase in search traffic, which is ultimately what you want.

According to Google, properly formatted data can improve your visibility in search results. Google, for example, can display the recipes with the most five-star ratings at the top of their results using structured evaluations.

Let us talk about Schematic Searches which is also a commonly used term.

The branch of linguistics and logic dealing with meaning is known as semantics.

“Semantic search,” sometimes known as “semantic SEO,” is a concept that refers to optimizing a page for search by covering the complete topic rather than just a single keyword.

More in-depth content with a big-picture focus and meaning behind it helps consumers understand an idea better, and Google likes that style over shorter blog entries focusing on a single term.

Steps to implement Schema Markup on your website

Implementation of Schema Markup is easy, however, you might need some tools in case you do not want to go into coding. These tools can significantly help! And all you need to do is to follow the below-mentioned steps.

When you are done choosing the suitable tool, you can choose the type of webpage that is needed as per your business needs. 

Then you need to enter the details such as website URL, image URL, etc. as asked on the page of the specific tool. 

In the end, you can copy the schema changes to HTML of your website. 

Are you still not sure of the types of tools available for Schema in SEO?

Let us dive deep and know more:

Tools for Schema SEO or Schema Generators

schema generator
  1. You can use the Hall Analysis schema markup generator to build a block of JSON-LD code to paste into your website’s HTML by entering information on a local business, person, product, event, organization, or website. This generator is basic and straightforward to use, making it ideal for all types of website owners.
  1. Google Structured Data Markup Helper is an interactive tool that allows you to choose and label any item on your webpage or email that you want to mark up.
  2. Microdata Generator.com is another excellent, easy-to-use application that is particularly useful for small enterprises.
  3. Merkle Schema Markup Generator — output to JSON-LD or microdata.


With the right knowledge, you can surely get results from the Schema in SEO. The benefits can not just help you rank better, it can in turn grow your ROI. Do you still need some professional advice? Feel free to connect with our team and we can guide you throughout the journey. 

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