How to implement website schema

Schema markup or structured data is important for all websites. This article shows how to implement schema for your websites and how it can boost your traffic and SEO significantly. You should always pay attention to details when building schema markup for a website, a single mistake can prevent your schema from being parsed correctly.

Once you finish with your website, your content is great, and your landing page is awesome, you start working on SEO. You think it's easy. I'll write great content, and "users will come!". Not so fast; there are vital things such as schema markup that need to be done on your website to make it appealing for search engines. 

 

So what is schema markup? And why it matters for search engines?

 

Schema markupalso known as structured data, is an additional code that you add to your website to allow search engine bots to parse ambiguous elements and clarify their meaning. Additionally, structured data allows rich results or rich snippets to be visible for your search results. 

 

Search engine bots cannot determine the position or meaning of some elements on their own. Let's say you are offering a software solution for multiple countries. You want to have breadcrumbs in a specific order, for example, Adidas wants breadcrumbs to display Home -> Gender -> Category.

adidas allstars search result

 

With schema markup, you can add the following code (notice we specified the position to let search engine bot understand the order):

<html>
  <head>
    <title>Adidas shoe page</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "BreadcrumbList",
      "itemListElement": [{
        "@type": "ListItem",
        "position": 1,
        "name": "Home",
        "item": "https://www.adidas.com"
      },{
        "@type": "ListItem",
        "position": 2,
        "name": "Men",
        "item": "https://www.adidas.com/men"
  	},{
        "@type": "ListItem",
        "position": 3,
        "name": "Shoe",
        "item": "https://www.adidas.com/men/shoe"
  	}]
    }
    </script>
  </head>
  <body>
  </body>
</html>

 

 

If we didn't add this code, the breadcrumb would have been determined randomly or based on other metrics by the search engine bots. It is always better to have control over what you want to display for your users.

 

Notice we added the JSON LD script at the head section of the HTML page, this is where search engines would look for structured data code on your website, this is the easiest way to implement structured data, but it doesn't scale if you have complicated content.

 

Here is an article to see other ways to implement schema markup on your website. In this article, our focus will be on the benefits of schema markup and how it can affect your SEO strategy.

 

Remember that schema.org allows you to create structured data for so many scenarios. There are currently 820+ schema types that you can choose from; however, search engines only support a subset of these types.

 

Google supports many schema.org types. You can visit their structured data reference to see the latest types supported and their requirements.

 

One of the most used schema markup types is Local Business, which is a subtype of Organization. It is like a starting point for your structured data, where it defines a lot of missing pieces about your business, industry, and operation.

 

Let's look at Adidas organization structured data, notice here that Google was able to parse breadcrumbs again in a different way since now they have the major categories and pages sorted out.

rich snippet results for organization/local business

 

The social profiles such as Facebook, Twitter, LinkedIn, and Wikipedia are created via sameAs field.  While Google does not specify sameAs as a required field, they can parse it, and every business should use it in their schema markup code.

sameAs field helps Google knowledge graph to build proper connections about your business, especially when your twitter or instagram account name is not the same as your website name. 

 

As you can see, building complete structured data for a website can be a daunting task; we barely touched the surface in this article. Developers generally do not pay much attention to schema markup, as the code can be difficult to understand for them. On the other hand, SEO experts are not coders, and writing JSON LD code, adding it to a website seems like a nightmare for them too, this is why we created the best platform to generate schema markup code for any site at scale. 

 

SchemaBoost allows you to generate JSON LD and attach the schema markup to your website without writing any code.  SchemaBoost Editor shows you the Google required fields, recommended fields, and other important fields automatically. It validates your schema code in real-time without having to go and test on Rich Results Testing Tool