Do you know about schema markup? It is an essential parameter that helps to improve search engine rankings. In this blog, we will learn everything about schema markup and how it is an important factor for improving searches. Let’s get started!
What is Schema Markup?
Schema markup is structured data that helps search engines to better understand what a web page is all about. It is written in JSON-LD format and it gives rich snippets and provides a better SERP appearance or search results.
Benefits of Using Schema Markup
Improved search results: It helps search engines to display rich snippets which are visual data or tables that highlight relevant information about a business.
Better SEO: Schema markup can improve the organic traffic of a website and boost conversions.
AI-powered search: Schema markup helps AI models understand the content of a website which can improve the user experience.
Also Read: A Complete Guide to Sitemap, Types, and its Importance
How You Can Check the Schema Markup of a Website?
It is very important to check the schema markup of a website as it ensures that structured data is correctly implemented and recognized by search engines like Google. Here are the best tools to check the schema markup.
1. Google Rich Results Test
With this tool, you can test if a page is eligible for rich results in Google Search. Also, you can check structured data for errors and warnings. This tool supports supports JSON-LD, Microdata, and RDFa.
URL: https://search.google.com/test/rich-results
Steps to use it:
- Enter the website URL or paste the structured data code.
- Then click on “Test URL” or “Test Code”.
- Now review detected schema markup and any errors/warnings.
2. Schema Markup Validator
This tool validates structured data according to Schema.org standards. It supports multiple structured data formats like JSON-LD, Microdata, and RDFa. It provides detailed debugging information.
URL: https://validator.schema.org/
Steps to use it:
- Enter the website URL or paste raw schema markup.
- Now click on “Run Test”.
- View validation results and fix issues if needed.
Different Types of Schema Markup
1. Local Business Schema Markup
If you have a physical business, this schema is used to provide Google with details like name, address, and phone number (NAP details). This schema markup is formatted in JSON-LD (JavaScript Object Notation for Linked Data) for Skillwaala Digital Marketing Institute. It provides structured data to search engines, helping Google, Bing, and other search engines understand the business better and display structured results.
Real-time Example: Skillwaala has a physical training institute located in Jaipur.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Skillwaala Digital Marketing Institute",
"address": {
"@type": "PostalAddress",
"streetAddress": "ABC Street, Mansarovar",
"addressLocality": "Jaipur",
"addressRegion": "Rajasthan",
"postalCode": "302020",
"addressCountry": "IN"
},
"telephone": "+91 9876543210",
"openingHours": "Mo-Fr 09:00-18:00"
}
</script>Now, let’s understand it line by line:
1. <script type=”application/ld+json”>
- This script tag indicates that the content inside is in JSON-LD format.
- The term application/ld+json means it is structured data in an easy-to-read format for Google.
2. { “@context”: “https://schema.org”,
- This context defines that the data follows the Schema.org standard.
- https://schema.org is a trusted source for structured data.
3. “@type”: “LocalBusiness”,
- It specifies that this is a local business schema, which helps with Google My Business and local SEO.
- The LocalBusiness type is used for businesses that have a physical location.
4. “name”: “Skillwaala Digital Marketing Institute”,
- It defines the business name.
- Google may display this name in search results or the Knowledge Panel.
5. “address”: { … }
- It displays business location accurately in Google Local Pack (Google Maps).
- The benefit is that voice search can correctly fetch the business address.
- It defines the business address structure with different fields:
| Field | Description |
| @type | It specifies that this is an address. |
| streetAddress | It defines the street address where the business is located. |
| addressLocality | It specifies the city name (Jaipur). |
| addressRegion | It defines the state name (Rajasthan). |
| postalCode | It specifies the business’s postal code. |
| addressCountry | This address defines the country code (IN for India). |
6. “telephone”: “+91 9876543210”,
- This structure defines the business contact number.
- Google may show this number in the Call Button on Google Maps, allowing users to call directly by tapping on the blue button.
7. “openingHours”: “Mo-Fr 09:00-18:00”
- This structure specifies business hours like it is open from (Mo-Fr) Monday to Friday for timings (09:00-18:00) 9 AM to 6 PM.
- Google search results display business operating hours.
- It is helpful for customers as they get accurate timing to visit without confusion.
Also Read: How Robots.txt, HTTPS, and SSL/TLS Impact Website Security & SEO?
Overall Benefits of This Schema Markup
This JSON-LD code defines the business name, address, and phone number, which can appear in Google Maps and search results.
- Google gets clear and structured information about the business.
- It helps with Local SEO and Google My Business
- It increases chances of appearing in rich search results or the Knowledge Panel
- It makes it easier for customers to find important details such as location, timings, and phone numbers.
2. Organization Schema Markup
This schema is used by companies and brands to display their identity and contact details online like the organization’s name, website URL, logo, and customer support contact details, which help build trust with users. For example, Skillwaala is an ed-tech company that offers free courses.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Skillwaala",
"url": "https://skillwaala.com",
"logo": "https://skillwaala.com/logo.png",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+91 9876543210",
"contactType": "customer service"
}
}
</script>3. Product & Offer Schema Markup
If a website sells products then this schema defines product details like name, price, and availability. This schema defines the product’s name, image, description, and price which can appear in Google Shopping and search results. For example, Skillwaala’s Digital Marketing Course can be listed as a product if a person is searching for a Digital Marketing Course.
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Digital Marketing Mastery Course",
"image": "https://skillwaala.com/course-image.jpg",
"description": "Learn SEO, PPC, Social Media Marketing & more.",
"offers": {
"@type": "Offer",
"price": "4999",
"priceCurrency": "INR",
"availability": "https://schema.org/InStock"
}
}
</script>4. Breadcrumbs Schema Markup
This schema helps Google understand the navigation structure of a website. This schema helps with SEO and improves user experience by making website navigation easier. For example, It is used to display the structure of Skillwaala’s blog.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://skillwaala.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Courses",
"item": "https://skillwaala.com/courses"
}
]
}
</script>Schema Markeup for SEO (Part 2)
5. Video Schema Markup
If your website has video content then this schema helps Google show a preview in search results. This schema tells Google about the video title, description, and duration. Real-time For example, Skillwaala wants to display a snippet of its YouTube SEO tutorial.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "SEO Complete Guide",
"description": "Learn SEO from scratch with this detailed guide.",
"thumbnailUrl": "https://skillwaala.com/seo-guide-thumbnail.jpg",
"uploadDate": "2024-03-01",
"duration": "PT10M30S",
"contentUrl": "https://skillwaala.com/seo-guide-video.mp4"
}
</script>6. Article Schema Markup
This schema is used for blogs and news articles to make them SEO-friendly.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "SEO Tips for Beginners",
"author": "Krishan",
"publisher": {
"@type": "Organization",
"name": "Skillwaala"
},
"datePublished": "2024-03-02"
}
</script>7. Event Schema Markup
If you are hosting an event (like webinars, workshops, or live sessions), this schema helps Google display the event details. This schema defines the event name, date, location, and attendance mode, which can be shown in Google’s Event section. For example, Users can see Skillwaala is hosting a Digital Marketing Workshop in Jaipur.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Event",
"name": "Digital Marketing Workshop",
"startDate": "2024-03-10T10:00",
"endDate": "2024-03-10T14:00",
"eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
"location": {
"@type": "Place",
"name": "Skillwaala Training Center",
"address": "ABC Street, Jaipur, India"
}
}
</script>8. Review & Star Rating Schema Markup
If you want to show star ratings on Google, this schema is used. This schema defines the name of the reviewed item, rating, and author, which can appear in Google Search with star ratings. For example: Skillwaala students give course reviews that can appear on Google with star ratings.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "Course",
"name": "Digital Marketing Mastery Course"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "4.8",
"bestRating": "5"
},
"author": {
"@type": "Person",
"name": "Rohit Sharma"
}
}
</script>Also Read: Understanding HTTP Status Codes: Success, Redirects, Errors & Fixes
Final Words
By now, you might have understood what Schema Markup is, how it improves website SEO and CTR (Click-Through Rate) of a page, the different type of schema, and their use cases. You can use Google’s Rich Results Test Tool to check if your schema is implemented correctly.
In case you have any doubts related to this topic or any other SEO related, you can reach out to our trainer by either giving your query on our WhatsApp number (the fastest method) or filling out the query form on the right side. You can even opt for the courses by Skillwaala by joining the live classes on YouTube. You can also watch our YouTube live sessions later by downloading it. Our content is lifetime available for FREE. Moreover, all the courses by Skillwaala are absolutely FREE with certification!! Enroll now!
Frequently Asked Questions
Q1.Why is schema markup important for SEO?
Ans. It helps search engines to better understand the content of a website and provides a format for improved categorization. It can create rich snippets that ensure higher CTR and stronger brand visibility.
Q2. What is schema markup in local SEO?
Ans. Schema markup in local SEO is a code added to a website. It helps search engines to understand and display specific local business information such as addresses, phone numbers, and reviews. It enhances the site’s visibility in local search results and improves click-through rates.
Q3. What is schema markup for blogs?
Ans. By adding schema markup to your blog, you provide search engines with a more granular level of information about your content, such as author, publishing date, etc. Adding schema markup in your blog, you provide search engines with a more detailed level of information about your blog (content). The details include the publisher’s name, publisher’s date, content type, etc.
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