Only Guide on Schema.org Markup You’ll Ever Need

schema.org design

Can you speak the same language that search engines do? Schema.org Markup is probably the best, most universal language for communicating effectively with search engines.

About Schema Markup

To understand the schema.org markup language, you first need to know what structured data is. This is the information that is formatted in such a way that it can be understood universally. For web pages, this means that search engines will be able to tell what the page is all about, as well as the elements on it. As such, it allows search engines to return useful results.

Schema.org is the markup vocabulary used for structured data as developed by Yandex, Microsoft, Google, and Yahoo for purposes of creating structured data markups for search engines.  To this end, Schema.org markup comes in the form of code which can be added to web pages to define the different elements – reviews, opening house, images, and dates – and what they mean.

How Schema.org Markup Works

Schema.org usually marks up every element on a web page – like names and pictures – with specific code. By so doing, it tells search engines what each page element is and exactly what it is supposed represent.

It does this depending on the structured data markup type you have used on your web pages. Since the vocabulary is not always being expanded and updated, you should be able to add your own extensions without a great deal of difficulty.

Marking your webpages up with structured data will ensure that search engines can crawl and read them easier and understand what your content is referring to. Using Schema.org markup will also make your pages more interesting and attractive in search – thereby increasing your click through rates as well as traffic in an organically natural way.

Webmasters that use Schema.org markup on their websites or free blogging sites will be a step ahead of the rest in various respects. This will all add up to an increase in the ranking that their websites get.

Marking Up Webpages using Schema

1# Microdata

Microdata refers to a set of tags that were introduced by HTML5. It is designed to provide simple ways of annotating HTML elements with tags that can be read by machines.

This Schema.org markup is easy to use and perfect for beginners. Before you get started, you first need to decide what item type your web content can be defined as. Is it a review, a recipe, a music piece or an event? By so doing, you will know what you should tag it up as.

To test how your Schema.org markup works, you should use the Structured Data Testing Tool from Google. It will track down any errors in the webpage you just completed.

2# RDFa

RDFa is the acronym commonly used for Resource Description Framework in Attributes. It is an HTML extension that you can use for marking up structured data. This W3C recommended web standard will come in handy when you need to combine multiple vocabularies for structured data.

Like Microdata, RDFa tags will integrate right into the HTML existing in the body of content on your webpage. Start by specifying the vocabulary you will be using. Then, tag the different elements.


JavaScript Object Notation for Linked Data is typically referred to as JSON-LD. This is a means that you can use to encode linked data and publish structured data. As a W3C recommended code, this web standard has been the recommended Schema.org markup format since 2013.

JSON-LD works well with Schema.org markup because it will confine most of the relevant code up at the page header. By so doing, it keeps all extra tags away from the main body of content on your website and ensures that your code is easier to read while also being much cleaner than other web technologies.

Be sure to contain your JSON-LD code within curly braces/brackets otherwise search engines won’t be able to parse it. In JavaScript, this is referred to as object structuring.

Then use context for defining the vocabulary that your data will link to and add a comma once you are done writing every line of code.

Using Schema.org processes is one of the best ways to be found by Google on the web since you will be speaking their language.

How to Implement Schema Markup Using HTML

For any website, regardless of your platform, you can utilize Google’s Structured Data Markup Helper. This tool will help you generate the HTML code you need for your Scheme.org markup.

Start by heading to the tool’s website. It should look like this:


For the purposes of this walkthrough, we’ll say that you’re trying to generate markup for an article. Select the “article” option and then place the URL for the post into the bottom.

The next page will display the article, and give you the opportunity to input any missing tags like in the screenshot below:

website schema markup

Simply highlight the elements of your article and define them for Google on this page. like so:

schema tag title

Once you’re finished, click the “Create HTML” button and you’ll see a full HTML layout of your page.

Within this layout, you’ll see highlighted coding that Google has added for Schema.org markup. Copy and paste these highlighted elements into your page’s HTML to implement the markup. Simple as that!

Here’s what it looks like for our example:

schema.org markup result

You can download this code and add it to your page. If you’d like to see how it’s working in terms of the final result, you can use the Structured Data Testing Tool. Now, if you have WordPress, this can be done a little quicker.

5 Plugins For WordPress Schema Markup

Like many other things with WordPress, Schema markup is made easy with the use of plugins. Here are five options you can use if your website is running on the WordPress platform:

1# Schema Creator (Free)

Our first option is brought to us by Raven Tools. The plugin automatically creates microdata for posts and uses the shortcode functionality found in WP to drop it in to the correct places.

2# All in One Schema.org Rich Snippets (Free)

Our next plugin is available for free on the WordPress directory as well. This one has a lot of five-star reviews and adds an option to configure your rich snippet right beneath the visual editor in your WordPress posts or pages. It doesn’t currently allow for local business markup, but there are plans to add new data types via updates.

3# WP Rich Snippets (Premium)

This is a premium option if you want to get things into overdrive. Using this plugin, you can configure and display things like ratings in a variety of different ways. You can also pay for additional add-ons that offer specific structured data like location, software specs, and aggregated user reviews.

4# WP Social (Free or Premium)

This plugin works well with other SEO plugins and offers additional features, including a premium option. You can configure microdata, Facebook OpenGraph, Twitter Meta tags, and plenty of other options.

5# Yoast Local SEO (Premium)

Yoast is by far the most popular SEO plugin, and this premium version of their services, allows you to add structured data for your local SEO. This plugin also offers Google Maps integration, along with the Schema.org markup you need for local business information.

Final Thoughts

Schema.org markup is only used by 0.3% of all websites. There’s a huge opportunity here to boost your SEO, your click-through rates, and much more. Start using these tools to generate HTML or implement the markup using the WordPress plugins above.

How do you utilize Schema.org markup? Let us know in the comments!

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