What is Schema Markup in SEO?

Hey, everyone, welcome back. In this module, I will be discussing what is schema markup in SEO. Schema markup is a piece of code that you add to your website to improve the way your page appears in search engine page results. It is also known as Structured Data. Let’s discuss schema markup in detail.

What is Schema Markup in SEO?

What is schema markup in SEO?

Schema markup is a sort of microdata or code that you may use on your website to help search engines better understand your content and offer visitors relevant results in search engine results pages (SERPs). It makes crawling your website and indexing your pages easier for search engines. Google, Yandex, Bing, and Yahoo were the first to notice it. Using schema markup, you can display reviews, ratings, price, images, etc. along with your website in SERPs.

Why use Schema Markup?

Adding schema markup generates an improved or enriched description (also known as a rich snippet) that is displayed in search results once added to a web page. This helps the users to get more informative results and increases the CTR (click-through rates). According to studies, websites that use schema markup see a 30% rise in organic traffic, which translates to increased click-through rates.

Thus, adding schema markup might bring more traffic to your website and improve your website’s search engine ranking. So, to make our website SEO-friendly and improved CTR, we should use schema markup

Why use Schema Markup?

Types of schema markup

There are many schema markup types for different types of data. Some of them are mentioned below:

  • Article
  • Product and offers
  • Video
  • Events
  • Local Businesses
  • Recipe
  • Breadcrumbs
  • Rating and reviews
  • Local business
  • Organizations
  • Creative Work
  • Organization
  • Person

When we add these schema markup types to your website, the search engine will easily understand the content of your website. The information will be displayed in the form of rich snippets in search engine page results.

Schema Markup encoding types

Schema Markup has three different encoding types: JSON-LD, Microdata, and RDFa. Let’s discuss something about them one by one.


The full form of RDFa is Resource Descriptive Framework in Attributes. It’s a type of code that can be used in XHTML, HTML, and XML documents. The World Wide Web Consortium recommends RDFa. It includes the following attributes:

  • about
  • rel and rev
  • src, href and resource
  • content
  • datatype
  • typeof


Microdata can be used inside HTML code. Microdata is implemented similarly to RDFa. It includes the following attributes:

  • itemscope
  • itemprop
  • itemref
  • itemtype
  • itemid
  • itemref


The full form of JSON-LD is JavaScript Object Notation for Linked Data. It is implemented by putting the “@context” and “@type” properties into the web document’s <head> or <body> tags. Because it is simple to use, it is the preferred method to implement schema. It is also Google’s recommendation to use JSON-LD. Given below is the demo JSON-LD:

<!-- JSON-LD markup generated by Google Structured Data Markup Helper.-->
<script type="application/ld+json">
"@context": "http://schema.org",
"@type": "Article",
"name": "WorldStreamSeo",
"datePublished": "2021-06-05",
"image": https://worldstreamseo.com/blog/uploads/image_name.png

How to generate Schema Markup?

There are many tools to generate schema markups to your page in JSON-LD or microdata format. One of the most well-known is Google Structured Data Markup Helper. Given below are the steps to generate schema markup:

How to generate Schema Markup?

  1. Go to Google Structured Data Markup Helper.
  2. Select the sort of data you’d like to mark up, then paste the URL you’d like to mark up. Click on “Start Tagging”.
  3. Choose the elements you want to markup. After that, click on “Create HTML”.
  4. Select either JSON-LD or Microdata.
  5. Now, you can either download the HTML file or paste the highlighted snippets into your CMS or source code.
  6. Test your code or markup using structured data testing tools to know how your page will like in search engine page results.
  7. Finally, when you are satisfied with your markup, deploy the code on your website.

Some other schema markup generators include Merkle’s Schema Markup Generator, Schema App’s JSON-LD generator, Web Code Markup Generator, etc.

Structured Data (or Schema) testing tools

Given below are some of the structured data testing tools you can use:

  • Google’s Structured Data Testing Tool
  • Yandex Structured Data Validator
  • Chrome Extension: Structured Data Testing Tool
  • Bing Markup Validator
  • RDF Translator
  • JSON-LD Playground
  • Microdata Tool
  • Google Email Markup Tester
  • Structured Data Linter
  • SEO SiteCheckup’s Microdata Schema Test

I hope by reading this module you have now got a good understanding of schema markups in SEO, why to use them, schema markup generators, and testing tools. Now, you can implement this on your website. For more informative and exciting modules like this, stay connected with us.

Thanks for reading.