The Basics of Schema Markup & How To Use It On Your Website

Example code of HTML & CSS. Getting ready to implement Schema Markup
Example code of HTML & CSS. Getting ready to implement Schema Markup

Branding your business online is no easy task. Take it from the pros. A lot of work goes into creating an online presence for your brand that shows off what you’re all about. However, a little work with the right knowledge can go a long way as you start your online branding journey.

Using schema markup is a good step to increasing your online viewership, building up your SEO, and helping your online presence stand out among your competitors. All of which will benefit you and define your online business personality.

What Is Schema Markup?

Schema markup is microdata that helps enhance your search engine descriptions through structured data. It provides an enriched description, also called a ‘rich snippet,’ which you add to your search results information. By using this markup, you can add images, ratings and reviews, forthcoming events, and addresses that can be recognized by search engines and appear in your SERPs.

In short, it improves your appearance in search results, making you more appealing to your audience.

What Does Schema Markup Do For Your Brand?

Schema provides extra context to what can seem rather vague in a sear result. The HTML code you implement can help display the data you have more relevantly to the users searching for your products or services.

Therefore, when looking up a product or service, it won’t just have text come up or just a product photo. It will also provide the cost, contact information, and a more prominent link back to your website, which users can click to learn more and browse your website or make a purchase.

Business owner working on optimizing their website using Schema Markup
Business owner working on optimizing their website.

As a result, by adding schema markup to the HTML on your pages, you can grab your audience’s attention quicker. There is more to entice them to click on your link, opposed to your competitions.

How Does Schema Markup Help With Seo? Search Engine Optimization

Schema Markup enriches SEO results in search engines that help it understand the content you are displaying more easily. Rich snippets and markup configurations that schema markups allow you to add to your webpages, permit you to appear more prominently in SERPs. 

That is to say, it will help your online visibility in search results and subsequently, improve your click-through rate.

Unique Representation That Schema Is Used For

Schema markup is intended to represent your unique brand and the content you put forth as a brand on SERPs.

Example of Schema Markup product for Surface Pro Line
Example of Schema Markup product for Surface Pro Line

Examples Of Representation

  • Business and organization information
  • Events and or shows
  • People and interests
  • E-Commerce products
  • Food and cooking recipes
  • Product and business reviews
  • Videos

How Schema Markup Works

While reading your website a user can easily understand and comprehend the information in front of them. However, when a search engine is reading the content, it can confuse the information and not know what to display. Search engines have a minimal understanding of what your content means without adding microdata to help it.

Thus, by adding microdata such as schema to the HTML on your website’s pages, you can tell and direct the search engines to what you are trying to say, inform, and describe in your content. Whether it’s a video, person, product, place, etc., you can help the search engines determine what your content is and how to display it in a useful way that users will respond to positively.

Better Searches & Search Results

It allows the results returning to users to match the user’s search objective better. Search engines tell us precisely which information they think is important to markup based on how you configure your content.

Implementing specific schema markup on a website page.

Difference Between Data Types

There is a difference between schema markup, microdata and structured data, though they all work closely together. In short, it’s good to know how each data type works before you start implementing them.

First is, which is the development of a set of agreed-upon definitions for microdata tags. Next is, microdata which is one form of structured data that works with HTML5. The last is structured data, which is a way to pair a name with its value that aids in how search engines categorize and index your website’s content.

Data Configuration

You can begin using the scheme markup microdata by adding itemscope (defines the metadata), itemtype (defines the URL and how you describe the itemprop) and itemprop (adds properties to an item) to the HTML code. These descriptors allow the search engines to know exactly what information you want to display to the public.

For instance, by using an itemscope, itemtype, and itemprop in your specific section of content, you can describe the item in a way that search engines can recognize. It will send particular signals to the search engines to find your webpage when a user searches a specific topic you have content on.

A Great Schema Example With ItemType

Code example of basic ItemType Schema Markup.
Code example of basic ItemType Schema Markup.

How To Implement Schema Markup

Applying Schema markup to your website isn’t just as simple as typing out a fancy description into a box. It takes time and know-how to implement it in your HTML. You also need to execute in such a way that works for your type of business. After all, it is supposed to make your unique brand stand out.

It might look cluttered, but if you really take the time to look at the code and break it down piece by piece, you can see how it works. There were two added div tags, and then the crucial information was added using the itemscope, itemtype and itemprop tags.

Properties such as “Person” and “URL” with the person’s name added. We call this categorizing type the markup style. This example works well if you are a political figure or a notable person. In other words, the information will allow you to be found more easily in a user’s search result of that person.

Common Markup Styles Examples

You can determine your markup style by considering what your business does and the brand you want to achieve online.

Example 1: Local Business of Ullaco Corp

In this case, if you have a physical storefront where you cater to your customers, it’s best to implement a local business markup.

Screenshot example of Ullaco Corp's Local Business Schema Markup
Screenshot example of Ullaco Corp’s Local Business Schema Markup
  • Business and Organization Information
  • Business Location
  • Aggregate Business Reviews
  • Videos
  • Detailed Description

Example 2: Product Example

If you use eCommerce to sell products online, your products page should have the correct markup. It will need descriptions, stock, and prices that correspond.

Product display using the correct Schema Markup
Product display using the correct Schema Markup
  • Business and Organization Name
  • Product Image
  • Product Price
  • Product Aggregate Rating
  • Product Stock Count
  • Product Description

Example 3: Recipes

If you have a recipe blog or a food blog, you’ll want to have a markup with information that reflects a meal or a recipe you are trying to display.

Keto recipes showing in search results thanks to Schema Markup done right
Keto recipes showing in search results thanks to Schema Markup done right.
  • Recipe Name
  • Recipe Image
  • Recipe Aggregate Rating
  • Total Time
  • Cooking Instruction and Measurements

Example 4: Local Event(s)

If you host different events that are constantly changing locations, you will want to markup the event information.

Local events showing in local area
Local events showing in local area
  • Event Name
  • Start Date and End Date of Event
  • Event Location and Name of Location
  • Event Address On Google Maps
  • Event Address Region

Schema is an integral part of branding your business online and helping you obtain a larger online audience. If you have basic HTML knowledge, you’ll be able to upgrade your business’s online presence in a flash by implementing schema markup. However, if you don’t quite have the skill set to do it, look into hiring a digital marketing company to help you set up any of your online marketing and web design needs.

Here at Ullaco, we have the staff, the know-how and the love for all things digital to get your schema markup set up in no time so you can rank above your competitors. Contact us today for more information.