{"id":23134,"date":"2024-07-24T12:21:30","date_gmt":"2024-07-24T02:21:30","guid":{"rendered":"https:\/\/digitalnomadshq.com.au\/?p=23134"},"modified":"2026-01-06T10:17:10","modified_gmt":"2026-01-06T00:17:10","slug":"what-is-schema-markup","status":"publish","type":"post","link":"https:\/\/digitalnomadshq.com.au\/blog\/what-is-schema-markup\/","title":{"rendered":"What is Schema Markup?"},"content":{"rendered":"\t\t
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What is Schema Markup?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Alright, let’s talk about something that might not be on your radar, but could be a game-changer for your online presence: Schema markup.<\/p>

Put simply, it’s code you add to your website that helps search engines understand your content better. Think of it as giving those search engines a little nudge in the right direction, because although their algorithms are really advanced and are updating constantly, they are not mind readers!<\/p>

So, let’s break down what Schema markup is and how it can work for you.<\/p>

Think of it this way: while you can easily recognise a recipe by its list of ingredients and measurements, a search engine sees just a jumble of words. Schema markup is like adding labels to those words, clearly explaining, “Hey Google, this is an article!”.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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For example, this article will use the \u201cArticle\u201d schema type, here is the JSON-LD code for this type of schema:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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All of this code looks complicated, but when you understand some fundamentals, it becomes easy, stick with us and we\u2019ll give you all the information you need to get started.<\/u><\/strong><\/p>

This layer of information allows search engines to present your content in a richer, more informative way to users. These listings are called “rich results” and can include images, ratings, prices, and other eye-catching details that draw users in, promoting engagement.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Schema Library<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There is so much information surrounding Schema markup and its uses, and it can be confusing. Here\u2019s a short list of terms that are good to know:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Structured Data<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Structured data is a term referring to any organised information that follows a standardised format.<\/p>

You\u2019ll hear \u201cstructured data\u201d, \u201cSchema Markup\u201d, and \u201cRich results\u201d mixed in together, but just know it\u2019s generally talking about the same thing.<\/p>

Schema markup is a type of structured data that is used to present a Rich result.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Schema.org<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This is a collaborative effort between Google, Microsoft, Yahoo, and Yandex.<\/p>

They all agreed on a set of schema types and a set vocabulary so that web designers and programmers could collaborate.<\/p>

It\u2019s basically the dictionary for Schema types, where you can find all the approved schema types (like “Product,” “Event,” etc.) and their properties. It’s your go-to resource for schema vocabulary.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Search Engine Results Page (SERPS)<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This is the page you see after typing a query into a search engine like Google. It lists websites and other content relevant to your search.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Rich Results<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We\u2019ve spoken about these above briefly, but this is the result you see in your Google search or (SERPS) when your schema markup or structure data is compiled and presented nicely by Google to encourage users to click on your site.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Here’s an example of Review snippet;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Microdata, RDFa, JSON-LD <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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These are the three formats you can use to add schema markup to your website. We’ll discuss them in more detail later.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Semantic Vocabulary<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This refers to the set of terms and their meanings used in schema markup. It helps search engines understand the context of your content.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Entities<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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These are the “things” you’re describing with schema markup (e.g., a person, place, product, or event).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Properties<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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These are the characteristics or attributes of an entity (e.g., the name of a person, the address of a place, the price of a product).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Google Search Gallery<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This is a Google tool that showcases examples of different rich results and the schema types used to create them.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why Use Structured Data?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For a long time, structured data was primarily used to showcase Google reviews for businesses or to highlight products and offerings.<\/p>

However, with the introduction of Google\u2019s SGE (Search Generative Experience), now known as AI Overviews, and soon to be available globally, it has become increasingly important to make it simpler for Google and other search engines to comprehend our content.<\/p>

Google’s documentation emphasises the need to present content in a structured manner that is easily understandable and processable by search engines.<\/p>

Long story short, if you want to outrank your competitors or beat them to the punch with AI search\u2026..start implementing schema markup on your site.<\/p>

Now this isn\u2019t to say that just by having schema markup on your site you\u2019re going to rank 1st for all of your primary search terms, as content and authority in your niche are still king here, but it will help Google crawl and index your site much easier.<\/p>

Rotten Tomatoes added structured data to 100,000 unique pages and measured a 25% higher click-through rate for pages enhanced with structured data, compared to pages without structured data.<\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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How do I add schema markup to my website?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ok, so we know what schema markup is now, and we know why we need it and the benefits. Let\u2019s get to the important stuff, how do we implement it?<\/p>

This will depend on the CMS (content management system) that your website is built on. The most commonly used CMS by far is WordPress (Elementor), but it may be built on Wix, or even Shopify if your website is an online store.<\/p>

We will use WordPress for our example here as over 43% of the world\u2019s websites are built on this, but the principles are all the same regardless of your website builder.<\/p>

To make it easier – we have created a free tool that creates the JSON-LD code for you to embed!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tSchema Markup Generator<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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What Schema types should I use?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ok, so now would be a good time to pull up Schema.org and take a look, there are many, many schema types that we can use, 792 to be exact! Luckily, we have compiled a list of the most commonly used ones that we will use in our example today. Here is the list:<\/p>