How to improve your website seo using schema markup beginners guide

https://www.dcpweb.co.uk/blog/how-to-improve-your-website-seo-using-schema-
markup-beginners-guide
How to improve your website SEO using Schema Markup
Beginners Guide to Structured Data 2021
Tip: Visit my blog post to watch free video content to help you with this article
Schema markup is code that can be added to your website pages which helps search engines
to understand the type of content on your website pages and better represent it on the
(SERPs) search engine results page.
Throughout this article, I will aim to show you how schema markup (structured data) can
improve your website SEO and why you should make it a part of your SEO strategy.

Table of Content
1. What are rich search results?
2. What is schema markup?
3. Why is schema important?
4. How to use schema markup on your website
1. Go to the Google Structured Data Markup Helper website
2. Select a data type
3. Paste in the website page URL you want to markup
4. A new page will load the Google structured markup tool
5. Select content on your page to add to mark up fields
1. Populate the "name" tag field
2. Populate the "Author" tag field
3. Populate the "Date Published tag field
4. Populate the "Image" tag field
5. Populate the "Article Section" tag field
6. Populate the "Article Body" tag field
7. Populate the "URL" tag field
8. Populate the "Publisher" tag field
6. Create HTML
7. Structured data as JSON-LD markup
8. Testing Structured data as JSON-LD Markup
9. Testing structured data results
10.Improving structured data with additional tags
11.Fixing errors and warnings
12.Adding structured data to your website
13.Monitoring your structured data
14.Useful schema markup resources

What are rich search results?
Rich results are experiences that can appear on Google search as carousels, images, video
content, company information, FAQs and other content types.
The main goal of rich results in to enhance a search engine user's experience by displaying
more useful information in a search result.
Example: Recipe markup includes data like time to prepare the dish, ingredients, user
reviews and recipe images.
When you add Recipe markup to your page, you are telling the search engines:
• The recipe takes 45 minutes to prepare
• This is the list of ingredients required
• Here is a picture of the dish
• here are some user reviews

Example Recipe Rich Results
As you can see in the above image, not all the results returned are the same.
The listings that stand out the most have review stars.
The star ratings are part of the schema markup implemented on the website recipe page.
You can view more information about recipe snippet cards
here: https://developers.google.com/search/docs/data-types/recipe
Rich search results tend to have a higher click through rate as they are displayed at the very
top of Google search results.

Standard search engine result typically only includes a title, URL, and meta description. A
rich snippet in a search result page might include additional useful information as shown in
the above example recipe cards, the video snippet example below and the event snippet
example below.
You may have searched for a "how to task" in Google search and a rich result is returned.
YouTube often returns rich results for relevant video content which helps to answer a user's
search query.
Below you can see an example of a YouTube rich result returned for a video I created on my
YouTube channel.
Example YouTube Rich Result
A Google featured snippet (Rich Result) can greatly improve the visibility of content on
your website and also external sites like YouTube and Facebook.
This is a link to the example video that is shown above which I uploaded to my YouTube
channel: https://youtu.be/L5uVTEItvHo

Stats for the example YouTube video
As you can see, having a rich snippet (Rich Result) for your content can greatly improve
exposure, click through ratios and visitor traffic.
Note: you can also add Video Schema Markup to embedded YouTube videos on your
blog posts.
This can apply to content on your website and external content share on other web
platforms.
One of the main goals of rich search results is to create a standardised markup (format) to
highlight key information about a website page, which then allows a search engine to
understand more accurately what that page contains or its purpose.
What is schema markup?
Using structured data (schemas) allows Google and other search engines to target your page
content more accurately and serve that page content to fulfil a user's search query. After all,
the main goal of all search engines is to serve a user the most relevant content for a given
keyword search phrase to improve user experience.

Rich results are generated from specific code added to your website pages. There are 3 main
types of code formats that can be used to add structured data to your website:
• Microdata
• RDFa
• JSON-LD
Schemas are used to markup the content of a web page in ways that can be easily
understood by major search engines like Microsoft, Google, Yandex and Yahoo.
Schema markup helps machines like Alexa understand what kind of thing a piece of content
is about.
You can view more information about Schemas here: https://schema.org/
Structured data (Schema markup) is a standardised markup format for providing key
information about a specified page and categorising the page content.
For example, on an event page the structured data may contain the:
• Event name
• Start date and time
• End date and time
• The address location
• Event images
• Event description
• URL link to the event page
• Ticket price
• Ticket price currency
• Performers attending the event
• Organiser of the event

Example Google search results for festival keyword

In the above image, you can see the results returned by Google search engine for the
keyword Festival.
Google is displaying search results from different websites, in the above example you
can see:
• The festival event name
• The date
• The address
• The location
• An image / Logo
The most important thing to note is the all the listings are consistent.
They all contain the same structured data.
A few important notes:
• Google returned search results based on my location.
o I was logged into my Google account when I did the search so Google already
knows my location.
o Google can also use your IP address for the GEO location.
• There are options at the top of the results to view Today, Tomorrow, This Week, This
Weekend etc...
• The is an option at the bottom of the results to search for more results.
This is a good example of how structured data (Schema Markup) can help search engines
understand the content on a specific page. All pages which implement structured data have
to follow a set of rules.
When I click on the first search result I can see more detailed information about the festival
event.

Google detailed view of a specific festival

The detailed view as suggests contains specific information about this event. The "key" here
is that all the events will contain the same or similarly structured data detailed view.
Rich snippets (RIch Results) often display in Google search results at position zero. A rich
result will normally display above all other Google search listings, this also means if you
create high-quality content then you can achieve a page 1 Google search result without
having to compete with other pages 1 search results.
Rich snippets can be displayed on both desktop search results and mobile search results.

Example mobile rich result for a blog post

In the mobile view example above is the rich result is for a blog post I created here: 30
essential tips for improving your web design in 2021
• Below you can see an example of the rich result from Google desktop view.
Example desktop rich result for a blog post

Below you can see the schema markup in JSON-LD format for the above blog post.
<script type="application/ld+json">
{
"@context" : "http://schema.org",
"@type" : "Article",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://dcpweb.co.uk/blog"
},
"headline" : "30 essential tips for improving your web design in 2021",
"author" : {
"@type" : "Person",
"name" : "Pankaj Shah"
},
"datePublished" : "2021-03-23",
"dateModified" : "2021-03-23",
"image" : "https://www.dcpweb.co.uk/userfiles/ckeditor/blog/essential-tips-for-improving-
your-website-design/30-essential-tips-for-improving-your-website-design-in-2021.jpg",
"articleSection" : "Website Design",
"articleBody" : "How to improve my business website? - This is probably one of the most
frequent questions I am asked by my web development clients. It is not a simple question to
answer as every client website project is different, but there are some common aspects of
web design which all business can take advantage of.",
"url" : "https://www.dcpweb.co.uk/blog/30-essential-tips-for-improving-your-web-design",
"publisher" : {
"@type" : "Organization",
"name" : "DCP Web Designers",
"url": "http://www.dcpweb.co.uk",
"logo": {
"@type": "ImageObject",
"url": "https://www.dcpweb.co.uk/userfiles/ckeditor/dcp-web-designers-logo/dcp-
logo-01.jpg"
}
}
}
</script>

Important Note: It is not a requirement to create structured data (schema markup) like
above in order for your website content to appear in Google search results as a rich result.
The goal of creating the schema markup is to give Google more specific information about
the content on your website page.
If your website pages already have a good structure then Google can generate a rich result
without the need of adding schema markup.
The advantage of using schema markup is you can tell Google more specific information
about the content on your website page and provide additional metadata like your
organisation name, organisation logo, date the articles for created, date the article was
modified, a specific image for the article and much more.
There is the potential to improve your search engine rankings if you implement structured
data (schema markup) on your website, however, adding markup does not mean that Google
or other search engines will show your content as a rich snippet. The most important factor is
the actual content on your website pages.
Here is an example explanation from Schema.org
Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the
browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells
the browser to display the text string "Avatar" in a heading 1 format. However, the HTML tag
doesn't give any information about what that text string means—"Avatar" could refer to the
hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it
more difficult for search engines to intelligently display relevant content to a user.

As you can see in the above image, the Schema project was Founded by Google, Microsoft,
Yahoo and Yandex. These are the biggest search engines on the planet working together
which is rather surprising!
The main reason why these search engines are working together is simple, data needs to be
structured in a specific way to allow search engines to interpret the content on a website
page. If all the major search engines decided to use different structures then the web
developers are business owners would have to work extra hard to markup content differently
for each search engine.
Thank god the "big boys" can play together sometimes :)
See how my company can build an amazing website for
your business.
• Custom web design.
• Secure and fast website solution.
• Full management training.
• Take control of your website.
• SEO optimisation.
• Reliable web hosting and emails.

Why is schema important?
Schema markup (structured data) allows you to tell the search engines more about your
business and what type of content can be found on different pages on your website(s).
Here is a list of the most common types of schema markup
Structure Data
Type
Notes Additional
Documentation
Local Business Business details displayed in the Google knowledge
panel, including open hours, ratings, directions, and
actions to book appointments or order items.
Click Here
Article News, sports, or blog article displayed with Top stories
carousel and rich result features, such as headline text
and larger-than-thumbnail images.
Click Here
Book Book actions that enable users to buy the book that
they find directly from Search results.
Click Here
Breadcrumb Rich results that display in a sequential list or gallery
from a single site. This feature must be combined with
one of the following features: Recipe, Course,
Restaurant, Movie.
Click Here
Course Educational courses that appear in a provider-specific
list. Courses can include the course title, provider, and
a short description.
Click Here
Critic review A snippet from a longer review article that a single
editor has created, curated, or compiled for a
publisher. Critic reviews can be about Book, Movie, and
Local business.
Click Here
Dataset Large data sets that appear in Google Dataset Search. Click Here
Employer
Aggregate Rating
An evaluation of a hiring organization compiled from
many users that are displayed in the job search
experience on Google.
Click Here
Event An interactive rich result that shows a list of organized
events, such as concerts or art festivals, that people
may attend at a particular time and place.
Click Here
Fact Check A summarized version of a credible site's evaluation of
a claim made by others.
Click Here
FAQ A Frequently Asked Question (FAQ) page contains a list
of questions and answers pertaining to a particular
topic.
Click Here

Home Activities An interactive rich result where people can discover
online activities that they can do from home.
Click Here
How-to A How-to walks users through a set of steps to
successfully complete a task, featuring video, images,
and text.
Click Here
Image License In Google Images, the Licensable badge tells people
that license information is available for the image, and
provides a link to the license in the Image Viewer,
which offers more detail on how someone can use the
image.
Click Here
Job Posting An interactive rich result that allows job seekers to find
a job. The job search experience on Google can feature
your logo, reviews, ratings, and job details.
Click Here
Job Training
(beta)
An interactive rich result that helps job seekers and
prospective students find a job training program.
Click Here
Logo Your organization's logo in search results and Google
knowledge panel.
Click Here
Math solvers Help students, teachers, and others with math
problems by adding structured data to indicate the
type of math problems and step-by-step walkthroughs
for specific math problems.
Click Here
Movie The movie carousel helps users explore lists of movies
on Google Search (for example, "best movies of 2019").
You can provide details about the movies, such as the
title of each movie, director information, and images.
Click Here
Estimated salary Salary estimate information, such as salary ranges and
region-based salary averages for job types, displayed in
the job search experience on Google.
Click Here
Podcast Enable your podcast to appear in Google Search with a
playable link, or in other Google Podcasts platforms
such as the Google Podcasts app, Google Assistant,
and more.
Click Here
Practice
problems
Help students, teachers, and parents with education by
adding structured data to your practice problems in
math and science subjects.
Click Here
Product Information about a product, including price,
availability, and review ratings.
Click Here
Q&A Q&A Pages are web pages that contain data in a
question and answer format, which is one question
followed by its answers.
Click Here

Recipe Recipes that display as an individual rich result or part
of a host carousel.
Click Here
Review snippet A short excerpt of a review or a rating from a review
website, usually an average of the combined rating
scores from reviewers. A review snippet can be about
Book, Recipe, Movie, Product, Software App, and Local
business.
Click Here
Sitelinks Search
box
A search box that is scoped to your website when it
appears as a search result.
Click Here
Software App
(beta)
Information about a software app, including rating
information, a description of the app, and a link to the
app.
Click Here
Speakable Allow search engines and other applications to identify
news content to read aloud on Google Assistant-
enabled devices using text-to-speech (TTS).
Click Here
Subscription and
paywalled
content
Indicate paywalled content on your site to help Google
differentiate paywalled content from the practice of
cloaking, which violates our guidelines.
Click Here
Video Video information in search results, with the option to
play the video, specify video segments, and live-stream
content.
Click Here
The above are some of the most common markup types, but there are hundreds of more
structured data types.
You can use Schema.org to search for specific structured data types (schema types).
• The schemas are a set of 'types', each associated with a set of properties. The types
are arranged in a hierarchy.
• The vocabulary currently consists of 779 Types, 1390 Properties 15 Datatypes, 81
Enumerations and 437 Enumeration members.
Schema.org also gives you the ability to browse the full hierarchy list of types.
It should be noted that using schema markup could potentially improve your website search
engine rankings.

How to use schema markup on your website
For basic schema markup, you can use the Google Structured Data Markup Helper Tool.
1. Go to the Google Structured Data Markup Helper website

2. Select a data type
On the Google Structured Data Markup Helper website, there are options to markup different
types of content as follows:
• Articles
• Book Reviews
• Datasets
• Events
• Job Postings
• Local Businesses
• Movies
• Products
• Questions & Answers Page
• Restaurants
• Sofware Applications
• TV Episodes
In this tutorial, I will select Articles.
3. Paste in the website page URL you want to markup
In this tutorial, I will paste in the following URL: https://www.dcpweb.co.uk/blog/30-
essential-tips-for-improving-your-web-design
• Select the "blue" Start Tagging button

4. A new page will load the Google structured markup tool
• You’ll see your web page on the left side, and the markup data items on the right side.

5. Select content on your page to add to mark up fields
On the right-side panel you will see the following fields:
Field Name General Notes
Name Title of the article or blog post
Author Name of the article or blog post author
Date Published Date article or blog post published
Image Image thumbnail for article or blog post
Article Section Category of the article or blog post
Article Body This field can contain the whole article/blog post or a specific
section
URL Website link to the article
Publisher Company name
Aggregate rating | Rating
value
Average rating value from 1 to 5
Aggregate rating | Best
rating
Best rating value from 1 to 5
Aggregate rating | Worst
rating
Worst rating value from 1 to 5
Aggregate rating | Count The total amount of ratings
To simplify the process, I will use only the fields highlighted in blue in the above table.

5.1. Populate the "name" tag field
• To populate the name field simply select the article or blog post title with your mouse
as shown below, once the text is selected a pop up will display and then select the
"name" field.
5.2. Populate the "Author" tag field
• To populate the "author" field I will need to scroll to the bottom of the page and select
my name as shown below.
5.3. Populate the "Date Published tag field
• To populate the date published field simply select the article or blog post date with
your mouse as shown below, once the text is selected a pop up will display and then
select the "date published" field.
5.4. Populate the "Image" tag field
• I have a thumbnail on the blog post and I will use this image to populate the "image"
field as shown below.
5.5. Populate the "Article Section" tag field
• The "article section" field should be populated with the category for this blog post, I
will need to populate the field manually as shown below. I will update my website to
display the article category to make this step easier in the future as I will be able to
select the text rather than manually entering information.

5.6. Populate the "Article Body" tag field
• The "article body" field can be the full article or a section of the article, I will select the
intro section of the blog post as shown below.
5.7. Populate the "URL" tag field
• For the "URL" field I will simply paste in the website address for the blog post manually
as shown below.
5.8. Populate the "Publisher" tag field
• For the "Publisher" field I will select my company's name at the bottom of the article.
6. Create HTML
• Select the red "Create HTML" button located in the top right corner.

7. Structured data as JSON-LD markup
• Google will generate the structured data in JSON-LD format.
• Select all the text and paste it into notepad or another text editor.

Below is a copy of the code Google structured data markup tool generated for my blog
post.

{
"name" : "30 essential tips for improving your web design in 2021",
"author" : {
"@type" : "Person",
},
"articleBody" : "The above question is probably one of the most frequent questions I am
asked by my web development clients. It is not a simple question to answer as every client
website project is different, but there are some common aspects of web design which all
business can take advantage of.</P>nn<P>So, you are probably thinking that the content
below is a lot to think about, especially if you are new to business or website
design.</P>nn<P>Not to worry, my goal in the article is to breakdown each point and clearly
explain why each point is an important factor for improving your website.",
"publisher" : {
"name" : "DCP Web Designers"
}
}
</script>

8. Testing Structured data as JSON-LD Markup
• Before adding any code to your web pages, it is advisable to test the code.
• We can test the structured data markup manually by using the Google Rich Results
Testing Tool: https://search.google.com/test/rich-results
Note: At present we do not have the code added to our web page so we need to select
the "<> Code" option as shown below.
• Select the "<> code" option and paste in the code which you generated using the
Google Structured Data MarkupTool.
• Select the orange "Test Code" button.

9. Testing structured data results
• In the image below we can see the code has validated successfully.
Page is eligible for rich results!
Note: You can see 1 warning as there is a missing field "heading", but this field is
optional.

We can fix this warning by simply adding the missing field into our markup code.
• The additional "Headline" field is code is highlighted in green below.
{
"author" : {
"@type" : "Person",
},
"articleBody" : "The above question is probably one of the most frequent questions I am
asked by my web development clients. It is not a simple question to answer as every client
website project is different, but there are some common aspects of web design which all
business can take advantage of.</P>nn<P>So, you are probably thinking that the content
below is a lot to think about, especially if you are new to business or website
design.</P>nn<P>Not to worry, my goal in the article is to breakdown each point and clearly
explain why each point is an important factor for improving your website.",
"publisher" : {
"name" : "DCP Web Designers"
}
}
</script>

We can now re-test our new markup code as shown above by following step 8 above.
• Below we can see the new tag for the "headline" field highlighted in yellow.
• The warning has also been removed.

10. Improving structured data with additional tags
We can improve the structure data by manually adding the following additional tags for the
publisher website URL and the publisher logo.
Below I have added some additional structure data which is highlighted in green colour.
{
"author" : {
"@type" : "Person",
},
"image" : "https://www.dcpweb.co.uk/userfiles/ckeditor/blog/essential-tips-for-improving-your-
website-design/30-essential-tips-for-improving-your-website-design-in-2021.jpg",
"articleBody" : "The above question is probably one of the most frequent questions I am asked by my
web development clients. It is not a simple question to answer as every client website project is
different, but there are some common aspects of web design which all business can take advantage
of.</P>nn<P>So, you are probably thinking that the content below is a lot to think about, especially if
you are new to business or website design.</P>nn<P>Not to worry, my goal in the article is to
breakdown each point and clearly explain why each point is an important factor for improving your
website.",
"publisher" : {
"name" : "DCP Web Designers",
"url": "http://www.dcpweb.co.uk",
"logo": {
"@type": "ImageObject",
"url": "https://www.dcpweb.co.uk/userfiles/ckeditor/dcp-web-designers-logo/dcp-logo-
01.jpg"
}
}
}
</script>

In the updated code above we have added additional tags for my main website URL and my
company logo under the publisher tags section.
• You view a full list of available article markup tags here: https://schema.org/Article
13. Fixing errors and warnings
If the Google Rich Results Testing Tool reports errors then these should be fixed before
adding structured data to your website page.
• Simply review your markup code and fix the error.
Note: I would suggest you create a basic JSON-LD markup first, then test the code to see if it
validate correctly first. You can then save this code as your master file.
Next, you can start to add additional markup tags and validate. If the code validates OK then
you can save this as a new file.

Continue to add more structured data tags, if you receive an error after testing then you can
compare the previous valid saved file with the new markup code which is showing errors.
This will help you to find where the errors are and fix them.
12. Adding structured data to your website
The method used for adding structured data to your website is dependent on the CMS
(Content Management System) you are using.
For WordPress websites I would recommend using one of the following plugins:
• Yoast
• Rank Math
• The SEO Framework
The above plugins are probably the simplest method of adding structured data to your
website pages. Most of the WordPress plugins will automate a lot of the markup but provide
limited coverage of the available schema data structures.
I would suggest it is better to have a good understanding of creating your own schema
markup and adding the code directly into your WordPress pages for optimum markup.
Note: You can place the schema structured data markup in JSON-LD format into the <HEAD>
or <BODY> of your HTML.
If you have a custom build CMS system, then you can use the Google Tag Manager to inject
JSON-LD markup into your pages. Google also recommending using GTM as one of the
official options for adding schema markup.
Here are some useful blog posts for using Google Tag Manager for structured data
implementation:
• https://searchengineland.com/add-schema-markup-site-using-google-tag-
manager-272516
• https://www.semrush.com/blog/how-to-add-faq-schema-google-tag-manager/
• https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-
schema-org-json-ld-tags
Some Shopify themes also support schema markup or you can use a few available apps
like JSON-LD for SEO or SEO Manager.

For Squarespace check out this useful article: https://www.briancurb.com/how-to-add-
schema-to-squarespace-websites/
Wix you will need to paste in your code under the SEO (Google)
option: https://support.wix.com/en/article/adding-structured-data-to-your-site
For WooCommerce website design solutions you can use Yoast WooCommerce SEO plugin
For my blog, I will simply paste the code into the body of the blog post.
It should be noted that if you have access to a good web designer then it should be possible
to automate the adding of structured data to your website pages, after all the markup is just
a case of filling in different variables with exiting data or using static variables where
required.
13. Monitoring your structured data
Google search console does provide some monitoring of structured data. You will need to
sign up to Google search console here: https://search.google.com/search-console/about
Once you have verified your website you will be able to see structured data markup
validation as shown below.

If I select the "Reviews Snippets" in the menu I will see the results returned.
See how my company can build an amazing website for
your business.
• Custom web design.
• Secure and fast website solution.
• Full management training.
• SEO optimisation.
• Reliable web hosting and emails.

14. Useful schema markup resources
Website Notes Resource
Type
Link
Schema.o
rg
Here you can
find the full
vocabulary
used for
different
types of
schema
markup.
Website https://schema.org/
Google
Developer
s
On this
website
page,
Google gives
you a basic
understandi
ng of how
structured
data works.
Website https://developers.google.com/search/docs/g
uides/intro-structured-data
Google
Developer
s
Here you can
find the
Google
search
gallery with
examples of
schema
markups.
Website https://developers.google.com/search/docs/g
uides/search-gallery
Google
Developer
s
On this web
page, you
can learn the
fundamental
s of
structured
data by
following
steps in a
Google code
lab.
https://codelabs.developers.google.com/cod
elabs/structured-data/index.html#0

Ahrefs This is a
useful blog
post that
covers some
of the
aspects of
schema
markup and
how to use it
for SEO.
Blog Post https://ahrefs.com/blog/schema-markup/
Yoast This blog
post is
especially
useful if you
are using
WordPress
and want to
learn more
about
Schema
markup.
Blog Post https://yoast.com/structured-data-schema-
ultimate-guide/
Yoast Read this
blog post
about how
Yoast
unlisted
structured
data blocks
for schema
markup.
Blog Post https://yoast.com/features/structured-data-
blocks/
Neil Patel
Mr SEO
himself
covers how
schema
markup can
boost your
SEO.
Blog Post https://neilpatel.com/blog/get-started-using-
schema/

Merkle This is one of
my favourite
go-to tools
for starting a
custom
schema
markup for a
web page.
Schema
Markup Tool
https://technicalseo.com/tools/schema-
markup-generator/
Video
Schema
This is a
great tool to
use if you
want to
markup
embedded
YouTube
videos on
your
website.
pages
Schema
Markup Tool
https://videoschema.com/
Article created by: Pankaj Shah | DCP Web Designers

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