A Guide To Schema Markup & Structured Data SEO Opportunities.

A Guide To Schema Markup & Structured Data SEO Opportunities.

A Guide To Schema Markup & Structured Data SEO Opportunities.

If you are to make your mark as a producer and marketer of content, there is a necessary need to make concentrated efforts that will improve the visibility of your contents online. One of the many ways to achieve this is using the Schema data markup. Recent Google algorithm even stresses the importance of Schema data markup to search rankings. So if there is any effort you need to put into content proliferation right now, it should be adding schema data markups to your site.

Courtesy Yandex, Google, Bing and Yahoo the companies behind the rich snippets, the structured language markup or rich snippets as it may be called is simply a tagging vocabulary used to mark up HTML pages in ways major search providers will recognize them. It works by making it easy for search engine crawlers to understand what exactly your site is about, read your site and display the information in an aesthetically pleasing and user friendly format. In simple words, it identifies and adds extra information to the relevant content in a search result. This sounds interesting but implementing schema mark ups requires serious effort as it takes a step by step approach to implement the mark up on every page of your site. This means in the case of a very large website, implementing schema data mark ups can be an uphill task. The way around this is that it is not necessary to mark up every page but the more pages with schema data mark up, the more visible and accessible your site and its content would be to search engines which augur well for the relevance and interpretation of your contents. When search engines can access you easily, your sites will be displayed within search results which can possibly lead to an increase in the number of clicks which is an important factor in Google ranking.

There are varieties of schema data markups available for different businesses and it can be a bit confusing to decide on which schema to use on which website as some can be used on specific websites while some can be used across all sites. The organization schema markup, website schema markup, breadcrumbs markup, site navigation schema markup, video schema markup, and the schema markup application markup are examples of markups that can work on every site irrespective of vertical or industry.


Organization Schema Markup

The organization schema markup sends a very positive and strong signal of your brand to users on search engine research pages since they support company logos. The overview of company information with the logo embedded just in it creates an iconic image. When using the schema, you need to specify the logo you would want your company to be identified with, your social profile links and corporate contact information.

Example (using JSON-LD)

<script type=”application/ld+json”>
{ “@context” : “http://schema.org”,
“@type” : “Organization”,
“legalName” : “Elite SEM”,
“url” : “http://elitesem.com/”,
“contactPoint” : [{
“@type” : “ContactPoint”,
“telephone” : “+1-646-350-2789”,
“contactType” : “customer service”
“logo” : “http://elitesem.com/wp-content/uploads/2014/03/Elite_SEM_Logo_2014.png”,
“sameAs” : [ “http://www.facebook.com/EliteSEM”,


Website Schema Markup

The website schema markup can only be used if you have an existing site search on your website. It helps collect site links search box feature for search engine request pages which can help the website appear in search results.

Example (using JSON-LD)

<script type=”application/ld+json”>
“@context” : “http://schema.org”,
“@type” : “WebSite”,
“name” : “Elite SEM”,
“url” : “http://elitesem.com/”,
“potentialAction” : {
“@type” : “SearchAction”,
“target” : “http://elitesem.com/?s={search_term}”,
“query-input” : “required name=search_term”

Breadcrumb Markups

The breadcrumb markup enables a site to generate an item list of streamlined web pages using URLs and their names, and ending them with the current page. Google uses the breadcrumb markup to generate breadcrumb rich snippets for pages in the search engine result pages. This means with it, Google can make meaning of the information on your pages and present them in search results. The markup basically contains items which contains the URL and title of the breadcrumb, names which are in the title of the breadcrumb and position which signifies position of the breadcrumb in the breadcrumb trail. Position 1 usually stands for the beginning of the trail.

Example (using microdata)

<ol itemscope itemtype=”http://schema.org/BreadcrumbList”>
<li itemprop=”itemListElement” itemscope
<a itemprop=”item” href=”https://example.com/”>
<span itemprop=”name”>Home</span></a>
<meta itemprop=”position” content=”1″ />
<li itemprop=”itemListElement” itemscope
<a itemprop=”item” href=”https://example.com/activewear/”>
<span itemprop=”name”>Activewear</span></a>
<meta itemprop=”position” content=”2″ />
<li itemprop=”itemListElement” itemscope
<a itemprop=”item” href=”https://example.com/activewear/tops/”>
<span itemprop=”name”>Tops</span></a>
<meta itemprop=”position” content=”3″ />

Site Navigation Schema Markup

The site navigation schema markup can be used for page menu. It works by extending web page elements and also marking up links on your page. This makes navigation from page to page easy since search engines will be able to display specific links.

Example (using microdata)

<ul itemscope itemtype=”http://www.schema.org/SiteNavigationElement”>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/our-advantage”>Our Advantage</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/our-travel-experts”>Travel Experts</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/destinations”>Destinations</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/cruises”>Cruises</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/interests”>Interests</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/explore-your-world/interests/hotels-and-resorts”>Hotels</a></li>
<li itemprop=”name”><a itemprop=”url” href=”http://www.travelstore.com/travel-guides”>Travel Resources</a></li>

Video Schema Markup

The Google video markup can create some leverage if you have built-in or hosted videos on your website. The hidden descriptive data in it helps your video get indexed and appear among best search results. It is highly recommended to use a page markup to describe all videos on your page. Only few properties are required for this markup but there is the need to provide additional information which will enable Google to understand the video as well as present it with attractive appearances. While only a few properties are required, providing additional information helps Google understand your video and enhance its appearance in search results.



Here’s an example of marked-up HTML content for a video:

<div itemprop=”video” itemscope itemtype=”http://schema.org/VideoObject”>

<h2>Video: <span itemprop=”name”>Title</span></h2>

<meta itemprop=”duration” content=”T1M33S” />

<meta itemprop=”thumbnailUrl” content=”thumbnail.jpg” />

<meta itemprop=”contentURL” content=”http://www.example.com/video123.flv” />

<meta itemprop=”embedURL” content=”http://www.example.com/videoplayer.swf?video=123″ />

<meta itemprop=”uploadDate” content=”2011-07-05T08:00:00+08:00″ />

<meta itemprop=”expires” content=”2012-01-30T19:00:00+08:00″ />

<meta itemprop=”height” content=”400″ />

<meta itemprop=”width” content=”400″ />

<object …>

<param …>

<embed type=”application/x-shockwave-flash” …>


<span itemprop=”description”>Video description</span>


Schema Software Application Markup

The schema software application markup helps Google to identify your software application so it can be displayed when users search for applications. The information on your markup makes it easy to display details of your applications in search results. The name property is the major thing required for this markup but the snippet supports only software applications that provide more than one of the following: offers, operating system, application category and aggregate rating.

Example (using microdata)

<div itemscope itemtype=”http://schema.org/MobileApplication”> <meta itemprop=”url” content=”https://play.google.com/store/apps/details?id=com.elitesem.calculator”> <h1 itemprop=”name”>SEM Calculator 2.0</h1> Updated: <span itemprop=”datePublished”>September 3, 2014</span> Size: <span itemprop=”fileSize”>1.9M</span> Requires <span itemprop=”operatingSystem”>Android 2.3 and up</span> Category: <span itemprop=”applicationCategory”>Business</span> Rating: <div itemprop=”aggregateRating” itemscope itemtype=”http://schema.org/AggregateRating”> <span itemprop=”ratingValue”>4.0</span> ( <span itemprop=”ratingCount”>1</span> rating ) </div> <div itemprop=”offers” itemscope itemtype=”http://schema.org/Offer”><meta content=”0″ itemprop=”price”></div> </div>

Schema Product and Offer Markup

Schema product and offer markup works basically for e-commerce sites. The rich snippets help to identify and display products or the provision of certain services and their offer details be it a motorcycle for sale, an offer for general vehicle diagnosis, and tickets to a concert and so on. This markup can be expanded to contain individual reviews in an editorial format, the author name and even publication date. The price and status information will also appear if the offer markup is added. The properties required for this markup include name for product schema and price and price currency for offer schema.


Example (using microdata)

<div itemscope itemtype=”http://schema.org/Product”>
<h1 itemprop=”name”>Back to the Future 1:1 Scale Hoverboard</h1>
<span itemprop=”description”>Time traveling to 2015 and back is only the beginning of the adventures found in Back to the Future Part II. The coolest part…was finding the hoverboard! And now the future is finally here and you can have a hoverboard of your own! This replica prop is an exact recreation from the one seen in Back to the Future II. Sure, it doesn’t truly hover (come on scientists!) but carrying it around will let everyone know that you’ve just come back… from the future! Just don’t try to use it on water! <i>Back to the Future is a trademark and copyright of Universal Studios and U-Drive Joint Venture. Licensed by Universal Studios Licensing LLC. All Rights Reserved.</i></span>
<span itemprop=”offers” itemscope itemtype=”http://schema.org/Offer”>
<meta itemprop=”priceCurrency” content=”USD” />
Buy New: $<span itemprop=”price”>48.99</span>
<link itemprop=”availability” href=”http://schema.org/InStock” />

Schema Rating Markup

Schema rating markup is another structured language markup meant for e-commerce sites as well as local business sites such as restaurants. The mark up basically works with ratings and reviews. Any item to be marked with this schema must have had multiple ratings which will be averaged to produce total ratings. Google naturally bases rating on the span of 1 to 5 where 5 is the best rating and 1 is the worst. In a case where the 1 to 5 ranking is not used, it is necessary to specify the lowest possible rating and highest possible rating. Reviews in this markup are displayed as text while ratings are displayed in numerals. The general overview is a rich snippet that contains stars and concise information from reviews or ratings when the ratings appear on search engines request pages.

Example (using microdata)

<div itemscope itemtype=”http://schema.org/Thing”>
<h2 itemprop=”name”> Super Book </h2>
<div itemprop=”description”>Ultra interesting. Super impressive.</div>
<div itemprop=”aggregateRating” itemscope itemtype=”http://schema.org/AggregateRating”>
<div>Book rating:
<span itemprop=”ratingValue”>9</span>
<meta itemprop=”bestRating” content=”10″/>
<meta itemprop=”worstRating” content=”1″/>
based on <span itemprop=”ratingCount”>20</span> ratings

Schema Article Markup

The schema article markup ensures that your articles makes the list on search engine request pages including details such as images, publishing date of the article, headline as well as description. It is important to specify the genre of your article by marking them up using the format: schema.orgArticletype. Meaning if it is a blog posting, it will be marked schema.org/blogposting and if it is a news article, it will be marked schema.org/newsarticle. However there are two other things to consider for Google to use your schema article markup proficiently. The first is that pagination and canonicalization must be done carefully and effectively so that the extent of articles can be identified correctly. The other is in a case where the website content requires subscriptions or user registration, search engines may not be able to access the most relevant content. The end result is that such pages might not make search engine request pages. The way round this problem is to use First Click Free which will give Google’s search crawlers access to your content.

Example (using JSON-LD)

<script type=”application/ld+json”>
“@context”: “http://schema.org”,
“@type”: “Article”,
“headline”: “Emmys 2015: The 5 categories we’re most excited to see”,
“image”: “http://rack.1.mshcdn.com/media/ZgkyMDE1LzA5LzIwLzQ0L2YyOGFiZmM5NmNkLmQ5ZjgxLmpwZwpwCXRodW1iCTEyMDB4NjI3IwplCWpwZw/418b1a9e/940/f28abfc9-6cd9-217b-8bc7-fd48dd3621a9_MM714-21.jpg”,
“keywords”: [“television”,”emmys”,”uncategorized”,”entertainment”,”tv”,”emmys-2015″],
“datePublished”: “2015-09-20T13:39:38Z”,
“articleSection”: “entertainment”,
“creator”: “Sandra Gonzalez”,
“author”: “Sandra Gonzalez”,
“articleBody”: “The 2015 Emmy Awards are upon us, and while television’s biggest night has in several years etc….”,
“mainEntityOfPage”: “True”

Schema Local Business Markup

The schema local business markup is compatible with local businesses. The markup enables search engines to display information like testimonials to such businesses, address, phone number, reviews, service hours, menus, photos, payment types, and even employee bios. The schema local business markup cut across businesses but there are other industry specific schemas too.

Example (using microdata)

<div itemscope itemtype=”http://schema.org/LocalBusiness”>
<h1 itemprop=”name”>Elite SEM</h1>
<p itemprop=”descripton”>A performance-driven digital marketing agency.</p>
<p>Open: <time itemprop=”openingHours” datetime=”Mo-Fi 09:00-17:00″>Monday-Friday 9am-5pm</time></p>
<p>Phone: <span itemprop=”telephone” content=”+16463502789″>646-350-2789</span></p>
<address itemscope itemtype=”http://schema.org/PostalAddress” itemprop=”address”>
<span itemprop=”streetAddress”>142 W 36th St, Fl 11</span>
<span itemprop=”addressLocality”>New York</span>,
<span itemprop=”addressRegion”>NY</span> <span itemprop=”postalCode”>10018</span>

Event Schema Markup

The event schema markup can be used for events such as workshops, theatre presentations, meetings and a variety of others. With the rich snippet, such events can be accessed more easily through search listings of events in the area it is listed. Schema has a section dedicated to sporting events and other section dedicated to “events by other businesses”

Example (using JSON-LD)

<script type=”application/ld+json”>
“@context”: “http://schema.org”,
“@type”: “MusicEvent”,
“name”: “AC/DC”,
“image”: “http://s1.ticketm.net/tm/en-us/dbimages/199365a.jpg”,
“startDate”: “2015-09-25T19:45:00-07:00”,
“url”: “http://www.ticketmaster.com/acdc-san-francisco-california-09-25-2015/event/1C004E43C5D25EDC?artistid=1170951&majorcatid=10001&minorcatid=200”,
“location” : {
“@type”: “Place”,
“name”: “AT&T Park”,
“sameAs”: “http://www.ticketmaster.com/AT-T-Park-tickets-San-Francisco/venue/229585”,
“address” : {
“@type”: “PostalAddress”,
“streetAddress”: “24 Willie Mays Plaza”,
“addressLocality”:”San Francisco”,
“offers” : {
“@type” : “Offer”,

Recipe Schema Markup

The recipe schema markup can be used to enhance how your recipe contents make search listings. You can markup your recipe content by providing cooking or preparation time, reviewer ratings and nutrition information. Google pinpoints a few guidelines for using the schema recipe markup. One of which is that the markup must be used strictly for contents about preparing a particular dish. Listing party ideas or recipe for facial scrubs won’t work as they are not names of dishes. Also the markup must be used for a particular recipe not a category or list of recipes. Lastly, reviews on the recipe must contain the name of a valid person or organization. “name” is the only required property for this markup but Google recommends that the recipe must have at more than one of the properties such as preparation time, cook time, total time or ingredients, image, nutrition information and review.

Example (using microdata)

<div itemscope itemtype=”http://schema.org/Recipe”>
<link itemprop=”url” href=”http://allrecipes.com/recipe/12682/apple-pie-by-grandma-ople/” />
<meta itemprop=”mainEntityOfPage” content=”True” />
<img src=”http://markovacreativeltd.com/wp-content/uploads/2016/03/736203.jpg” alt=”Apple Pie by Grandma Ople” title=”Apple Pie by Grandma Ople” itemprop=”image” />
<h1 itemprop=”name”>Apple Pie by Grandma Ople</h1>
<div itemprop=”description”>”This was my grandmother’s apple pie recipe. I have never seen another one quite like it. It will always be my favorite and has won me several first place prizes in local competitions. I hope it becomes one of your favorites as well!”</div>
Prep Time: <time itemprop=”prepTime” datetime=”PT30M”>30 min</time>
Cook Time: <time itemprop=”cookTime” datetime=”PT1H”>1 hour</time>
Total Time: <time itemprop=”totalTime” datetime=”PT1H30M”>1 hour 30 min</time>
Yield: <span itemprop=”recipeYield”>1 9″ pie (8 servings)</span>
<span itemprop=”ingredients”>1 recipe pastry for a 9 inch double crust pie</span>
<span itemprop=”ingredients”>1/2 cup unsalted butter</span>
<span itemprop=”ingredients”>3 tablespoons all-purpose flour</span>
<span itemprop=”ingredients”>1/4 cup water</span>
<span itemprop=”ingredients”>1/2 cup white sugar</span>
<span itemprop=”ingredients”>1/2 cup packed brown sugar</span>
<span itemprop=”ingredients”>8 Granny Smith apples – peeled, cored and sliced</span>
<ol itemprop=”recipeInstructions”>
<li>Preheat oven to 425 degrees F (220 degrees C).</li>
<li>Melt the butter in a saucepan. Stir in flour to form a paste.</li>

Schema Person Markup

The schema person markup is used on personal sites. When it’s used, it could enhance search results on an individual. The markup shows information about a person alive, dead or fictional. Whatever information displayed on the results relates directly to the person. Such information includes date of birth, address, job title and related URLs.




Example from BenKirshner.com

<div itemscope=”” itemtype=”http://schema.org/Person”>
<meta itemprop=”gender” content=”Male”>
<meta itemprop=”birthDate” content=”March 21, 1978″>
<meta itemprop=”spouse” content=”Rebecca Kirshner”>
<meta itemprop=”parent” content=”Jack Kirshner”>
<meta itemprop=”jobTitle” content=”CEO of Elite SEM and Coffeeforless”>
<meta itemprop=”email” content=”[email protected]”>
<meta itemprop=”url” content=”http://www.benkirshner.com”>
<meta itemprop=”memberOf” content=”Young President’s Organization”>
<meta itemprop=”memberOf” content=”SEMPO”>
<meta itemprop=”image” content=”http://www.benkirshner.com/resources/Ben-Kirshner.jpg”>
<span itemprop=”name”>
<link itemprop=”sameAs” href=”https://www.wikidata.org/wiki/Q19753495″>
<link itemprop=”sameAs” href=”https://www.freebase.com/m/011n3f_r”>
<link itemprop=”sameAs” href=”https://www.youtube.com/channel/UCIHSn0i6CRIk9Fyby2LZ3yw”>
<link itemprop=”sameAs” href=”https://www.linkedin.com/pub/ben-kirshner/0/799/87″>
<link itemprop=”sameAs” href=”https://twitter.com/benkirshner”>
<link itemprop=”sameAs” href=”https://plus.google.com/+BenKirshner1/”>Ben Kirshner</span> is the CEO of Elite SEM Inc. and Coffeeforless.com…

Comments (1)

shriya pal

Oct 25, 2016 at 6:38 AM

hi Can you please tell me where i can placed this div tag for site navigation schema..


Leave a comment