Detailed Guide to Schema: Structured Data Usage for SEO

Schema markup is a structured way of adding metadata to webpages without modifying HTML. It’s not just for SEO, it could be very beneficial for marketing purposes as well.

The “structured data testing tool” is a tool that allows users to test their websites and see how well they are using schema.

Schema markup ( is a structured data language that allows search engines to better interpret the information on your website and provide more relevant results. These markups assist search engines to understand the meaning and connections of things on your website. As a result, schema markup has become a popular SEO subject.

Rich Snippets have been shown to increase organic search click-through rates. The screenshots below show how these rich snippets will appear.

Schema Markups: What Are They and How Do They Work?

The vocabulary contains data structure formats for all types of people, places, and things on the internet. On schema’s website, you may find a complete list of objects that schema markups can specify.

Schema markups are frequently used to indicate the following:

After you’ve added these markups to your site, a search engine will be able to figure out what your site is about. Rich Snippets enable the search engine to display this information. 

Here’s an example of a website that uses the schema markup for Events: we can see the dates and locations of numerous events that have been marked up appropriately. 


Here’s an example of a schema-generated review rich snippet:


Works of Art 

Creative Works, a collection of markups for creative material like as movies, novels, video games, and music, is a prominent branch of the schema vocabulary.

Here’s an example of what the “Movie” markup may do. It’s worth noting that it includes movie-specific information such as the rating, genre, and release date.


RDFa, Microdata, and JSON-LD are some of the coding languages that may be used to implement these markups.

What is the difference between RDFa, Microdata, and JSON-LD?

These are all code languages that may be added to HTML in order to incorporate metadata (such as schema) in a web page.

The Resource Descriptive Framework in Attributes (RDFA) is an acronym for Resource Descriptive Framework in Attributes. It’s a kind of code that may be used in HTML, XHTML, and XML documents.

RDFa stands for Resource Descriptive Framework in Attributes.

RDFa has the following properties:

  • about – specifies the resource for which the metadata is being created.
  • To define a connection and reverse relationship with another resource, use the rel and rev commands.
  • To indicate a partner resource, use the src, href, and resource tags.
  • When utilizing the property attribut, use content to overwrite the element’s content.
  • datatype – specifies the text’s datatype for usage with the property attribute.
  • typeof – specifies the subject’s or partner resource’s RDF type.


Microdata is implemented similarly to RDFa and has the following attributes:

  • itemscope – used to build the item and signal that the remainder of the element has data about it.

  • itemtype – a valid vocabulary URL (for example, ””) is used to describe the item and its characteristics.

  • itemprop – used to indicate that the value of a given item attribute is included in the contained tag (for example, itemprop=”name”).

  • itemid – specifies the item’s unique identification.

  • itemref – used to refer to characteristics of an element that aren’t in the itemscope. This generates a list of element ids with additional characteristics that may be used elsewhere in the document.

JSON-LD is a Javascript Object Notation for Linked Objects.

The Javascript Object Notation for Linked Objects (JSON-LD) stands for Javascript Object Notation for Linked Objects. This kind of annotation may be pasted straight into a web document’s head> or body> element to implement schema. The vocabulary is specified using the “@context” and “@type” attributes in the notation ( JSON-LD is considered the simplest approach to install schema for novices since it can be inserted directly in the head> tag. 

A Google explanation may be found here, with the caveat that JSON-LD should be used “whenever practical.”



A simple example of how the ” Book” markup type might appear on a website utilizing microdata is as follows:

Without the use of markup:

 div> h3>Harry Potter and the Chamber of Secrets/h3> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> td>JK Rowling, Main Author:/th> td>JK Rowling, Main Author:/th> td>JK Rowling, Main Author:/th> /td> /tr> /table> /div> /table summary=”Holdings details”> /table summary=”Holdings details”> /table summary=”Holdings details”> /table summary=”Holdings details”> /table summary=”Holdings

Microdata markup consists of the following elements: 

 <div itemscope h3 itemtype=””> itemtype=””> itemprop=”name”>Harry Potter and the Chamber of Secrets /h3> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr> th> tr /th> td td td td td td td td td itemprop=”author”> Rowling, JK /td> /tr> /td> /tr> /table> /div> /table summary=”Holdings details”> /table summary=”Holdings details”> /table summary=”Holdings details”> /table summary=”Hold

Here’s a JSON-LD version of the same example:

<script type=”application/ld+json”> “@type”: “Book”, “name”: “Harry Potter and the Chamber of Secrets”, “author”: “Rowling, JK”, “offers”:”itemOffered”: “#record” “@context”:””, “@type”: “Book”, “name”: “Harry Potter and the Chamber of Secrets”, “author”: “Rowling, JK”, “offers”:”itemOffered </script>

How to Create an HTML Schema from Scratch

There are a few tools, such as Google’s Structured Data Markup Helper (listed below), that make it simple to produce and integrate JSON-LD or Microdata schema into your current sites. The following is how it works:


Simply choose the components on your website that you want to mark up, name them appropriately, and then press Create HTML to produce the code (either JSON-LD or Microdata) for you to post on your site. 

The auto-generated JSON-LD script may be copied and pasted into the code of this article to mark up the key components.


Generators of Schemas 

If you’re ready to start integrating schema to your website, here are some of the greatest free schema generating tools available online.

  1. You may use the Hall Analysis schema markup generator to build a block of JSON-LD code to paste into your website’s HTML by entering information on a local company, person, product, event, organization, or website. This generator is basic and straightforward to use, making it ideal for all types of website owners.

  2. Google Structured Data Markup Helper is an interactive tool that allows you to choose and name any item on your page that you wish to mark up by clicking around your website or email.

  3. Microdata is another excellent, easy-to-use application that is particularly useful for small enterprises.

  4. Merkle Schema Markup Generator – exports to JSON-LD and microdata formats. 

Tools for Schema Testing

If you want to double-check that you’re using the markup language correctly, there are a number of useful schema testing tools that can scan your site and notify you to any errors. 

Validator for Schema Markup

After you’ve added schema to your HTML, you can use Google’s Structured Data Testing Tool to test the markups. To check for faults or warnings, just drag & drop your website or line of code.

Site Audit Tool by SEMrush

The SEMrush Site Audit tool scans your website for markups and tells you how much of it utilizes Schema (microdata only), Open Graph, Twitter Cards, and Microformats.

Additional Resources

Guide to Content Markup

To get rich snippets, Google offers a content markup guide for applying Creative Work schema. “Any material generated for reading, seeing, or listening” is covered by these markups. Creative Work schema may be used to mark up things like films, recipes, and music.

New Schema Improvements

You may bookmark their releases website to remain up to speed on all things schema markup, where they detail all revisions and new vocabularies in their index. The most current edition, 3.1 (August 2016), included a large vocabulary relevant to hotels and other forms of lodging.

Why is so vital for structured data and semantic search?

The goal of data structure is to improve communication with search engines like Google. When Google has a better understanding of entities, it can provide better results to searchers. After collecting information from structured data, items like rich cards, rich snippets, and the knowledge graph emerge on SERPs.

What Role Does Schema Play in Google?

Consider this: although your content informs Google what’s on your site, schema will assist Google understand what that content means. How does it inform Google about the meaning of your content? Because markup language shows how ideas and things in a document or website are connected. 

Is Schema Helping You Rank Higher?

This is a question that SEO experts are always asked, and the simple response is “well, not quite, but…” in this instance. In late 2019, Search Engine Journal said that there is no proof that microdata has a direct influence on organic search results.

That isn’t to say that microdata has no effect on visibility. Rich snippets give your website greater prominence on the results page and have been shown to increase click-through rates. 

While you may not notice a direct increase in your page’s organic ranking as a consequence of adding schema, you may see an increase in search traffic, which is ultimately what you want. 

Structured Data’s Advantages

According to Google, correctly formatted data may improve your visibility in search results. Google, for example, may display the recipes with the highest five-star ratings at the top of their results using structured evaluations.


Below the recipe results are “rich snippets.”

Google can also illustrate what songs an artist sings as a sequence of rich cards using structured data on songs and albums.


For music-related queries, “rich cards” emerge.

Not only will adding structured data improve your visual look in the results, but it will also “future-proof” your material when additional search-related technologies is released. 

Voice-activated gadgets like Google Assistant, for example, depend significantly on structured data to detect and retrieve information relevant to spoken inquiries, according to Search Engine Roundtable.

We discovered that the majority of responses delivered through voice search were marked up with some type of schema in a voice search research we did in 2019. 


This implies that the more structured markups there are, the better for SEOs and marketers. The use of structured data to capitalize on this trend is referred to as “semantic SEO.”

What is Semantic Search, and how does it work?


What exactly is semantics?

The discipline of linguistics and logic concerned with meaning is known as “semantics.”

“Semantic search,” sometimes known as “semantic SEO,” is a concept that refers to optimizing a website for search by covering the complete subject rather than just a single keyword. 

More in-depth content with a big-picture emphasis and meaning behind it helps consumers comprehend an idea better, and Google likes that approach versus shorter blog entries concentrating on a single term.

Examine for Markups

utilizing the Audit Tool for Sites

ADS illustration

What role does structured data / schema play in semantic search?

Adding structured data to your long-form content provides more context for the search engine, allowing it to comprehend the interconnections between the ideas on a page in the same way that humans do when learning new concepts. 

The more semantically Google can function, the more logically it can communicate with searchers.

Search engines will favor delivering material that gives them with a better degree of knowledge as tech firms strive to make the online experience more streamlined for consumers – quicker load times, more rapid replies, more relevant recommendations –

It’s fantastic if you can develop lengthier, more in-depth information on a single page that exposes several ideas and layers of concepts. People will be able to read and reread the page until they completely get the notion, and Google will be able to comprehend the issue from numerous perspectives. 

The semantic web, according to, is a trend toward a “coherent flow of information.”

Google is no longer just about finding information; it’s about organizing the web into a logical flow of data, and how subjects, themes, ideas, text, video, and audio — all of it — are linked and related to one another.”

Damian Thompson is a writer who lives in the United States. What Exactly Is Semantic SEO, and Why Should You Care?

As the Internet expands, the demand for a better organized flow of information will inevitably increase.

YMYL, EAT, and the Semantic Web

Is your website about money (selling things online and processing transactions) or life (medical information, counsel, expertise, etc.) for a searcher? If that’s the case, following the EAT and YMYL rules for incorporating schema markups into your content will be critical to your website’s search engine optimization efforts. 

EAT stands for experience, authority, and trustworthiness, three attributes that Google has said are more crucial than ever for their choice, and this is particularly true in the case of video. 

YMYL means for “your money or your life,” and it refers to online sites that provide information about people’s lives and finances. 

In the above-mentioned standards paper, Google states that insufficient EAT is a primary signal of a low-quality site. It is now up to SEOs and website owners to keep up with this trend by incorporating the proper structured data on their sites.

Google specifically advises using structured data markups on two sorts of content:

  • Articles, recipes, and movies are examples of content items.

  • Recipes and events are examples of objects that may be listed.

So, how much schema is utilized by the world’s most successful companies?

Use of Microdata Schemas by Fortune 500 Companies in the United States

We did a fast research utilizing SEMrush data from the Site Audit tool to investigate how much microdata schema markup is used by Fortune 500 organizations in the United States.

We discovered that 280 (56 percent) of the 500 domains did not use any microdata schema markups after a Site Audit with a crawl limit of 20,000 pages on each site. 220 (44 percent) of the domains, on the other hand, utilised a microdata schema markup on at least one page of their website.


Then we looked at the 220 domains that utilized schema and calculated what proportion of their sites included schema markup.


We discovered 366 domains in the Fortune 500 in the United States that use schema on less than 1% of their pages, and just 9 domains that use schema on 80-100 percent of their webpages.,,,, and were the five websites with the greatest proportion of microdata schema, all of which employed schema markup on at least 93 percent of the pages crawled.


The majority of Fortune 500 companies in the United States use schema.

Finally, we compared the prevalence of schema to the popularity of Twitter Cards, Open Graph, and Microformats, which are all checked by the SEMrush Site Audit.


Types of markup in Fortune 500 domains

Schema was the third most frequent markup (discovered 220 times), behind only Open Graph markups (389) and Twitter Cards (281).

What technologies do you use to incorporate schema into your website? Let us know in the comments section.

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Schema is a markup language that can be used for data on websites. It has been widely adopted by search engines to improve the quality of their results. This article provides an overview of schema and how it works in relation to SEO. Reference: what is schema markup.

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