What Is Schema & Why Does Your Website Need It?

2nd September 2020

What is Schema?

Schema is a powerful tool that can be used to present information from a webpage in a formatted, visually appealing style in search engine results.

What Does Schema Look Like?

The below image is an example of the "recipe" type schema.

An example of recipe Schema in Google search

In the top search result we can see an image of the spaghetti, the rating - along with a star rating image, review count, recipe time and calories.

All of this information is Schema.

As you can see, Schema can dramatically bolster your SEO efforts for your website and can massively improve click through rate for organic search results.

What Types of Schema Are Available?

There are many different types of Schema but these are the most common types of Schema:

  • Product
  • Event
  • Recipe
  • Article
  • FAQ
  • Person
  • Video
  • Breadcrumb
  • How-to
  • Local Business
  • Job Posting

Each type of Schema can have different data fed into it such as "Job Posting" Schema can have min and max salary data attributes passed to it whereas "Event" Schema can have an event start and event end time passed to it.

How Can I Add Schema to My Webpages?

The easiest two ways to add Schema to your webpages would be to either use an online Schema generator tool to generate the Schema for you and then manually add this generated Schema yourself to your webpages.

Or you can use a plugin for your CMS (Content Management System e.g. WordPress) to automatically generate and automatically add the Schema to your webpages.

Adding Schema Using an Online Generator

Online Schema generators are usually free and are fairly quick and easy to use.

A good example of an online Schema generator would be: https://technicalseo.com/tools/schema-markup-generator/

An example of an online Schema generator

These generators often allow you to select which type of Schema you would like to generate and then allow you to fill in the data attributes for that Schema type.

Once you have added the data into the attributes you can simply copy the outputted Schema by the generator and add this to your webpage.

You will usually have to add this generated Schema code in the HTML of your opening <head> tag for your webpage.

Please note that for Schema that only applies to one page such as a single event page or a single product page, you will need to add this Schema code to the <head> tag for that specific page and not in the <head> site-wide.

Adding Schema Using a Plugin (WordPress)

Adding Schema to your website using a plugin is great because it takes away the hassle of having to manually generate and add the Schema code to every page of your site.

A screenshot from the WP SEO Structured Data Schema plugin for WordPress

Instead you can simply install and activate a Schema plugin such as https://en-gb.wordpress.org/plugins/wp-seo-structured-data-schema/ for WordPress.

Then you can select the Schema type for the page/post and fill out the data attributes and click "update" which will then automatically generate and add the Schema to the page/post for you.

What's more is that using certain plugins such as the example we gave, you can also configure the plugin to automatically fill out the data attributes needed to generate the Schema by dynamically pulling this from the content of the page/post.

This is particularly useful if you have lots pages/posts and do not have the time to fill out the data needed to generate the Schema for every single page and post.

Final Thoughts

To sum up, we heavily recommend adding Schema onto as many of your webpages as possible while utilising the different types of Schema in order to improve your organic search result's click through rates and therefore drive your website traffic up.

We also suggest using the plugin method as the best way of implementing Schema on your website.

Having trouble with adding Schema to your website? We can help.

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