Schema Creation for SEO

Are you looking for a way to direct more visitors through search? Schema markup can help you get more website clicks and boost your website’s visibility. In this guide, we will consider the benefits of schema markup for SEO and how to add schema markup to your web page.

What is Schema Markup?

Schema markup refers to an enhanced language on a page that signals to Google what is on a page. When Google crawls a web page, they can accurately assume what the page is all about, provided the page is well optimized with the right headers, content, and structure.

When Schema markup is in place, Google will have a better idea of what the page entails. For instance, if you have a commercial real estate business, you can create a schema markup that will let Google know that the page is about your commercial real estate business, your address, contact details, business hours, and location.

When you implement schema markup onto your website, search engines will find it easier to read. The schema markup will also create a detailed description of your page (also known as ‘rich snippet’ that is found on the SERP).

Rich snippets

A rich snippet refers to a Google search result that reveals the additional information between the URL and the meta description. It usually shows up for reviews, recipes, and events.

The information contained in rich snippets is pulled from the structured data in the HTML of a webpage. When the structured data is added with schema markup, Google is more likely to show rich snippets on the Search Engine Ranking Pages (SERP) when your page reflects in search results.

Rich snippets are more appealing than the normal search results. So it is important to give Google the information it needs to create a rich snippet so that it can boost your site’s visibility and generate more clicks when people search on Google.

Benefits of Schema Markup for SEO

As stated earlier, schema markup helps Google to easily understand the content of your webpage. This will make your page get a rich snippet and also become an important entity in Google’s Knowledge Graph. It is a great way to make your site stand out from other SEO competitors.

Knowledge Graph

Schema markup is a source of information for Google’s Knowledge Graph. It helps Google to have a better understanding of the terms the users use to search on Google; thereby helping the search engine to provide results that are relevant.

One of the main benefits of being in Google’s Knowledge Graph is that it gives you a quick idea of information about your brand based on Google’s understanding of the content that is available about your brand on the internet.

When you are included in Google’s Knowledge Graph, you will also have an idea of the knowledge panels which allow you to get all the information about your brand in front of those that are actively searching for it.

Although there is no evidence that including a schema markup on your web page will boost rankings, the structured data will offer more insights about your content and brand.

As the number of people that click on your page increases, Google will notice it. This shows Google that those searching for your brand or relevant search term prefer to click on your website over your competitors. This means that your page is relevant to what is being searched for; thereby improving your brand’s visibility.

How to Add Schema Markup to a Webpage

You can add schema markup to a webpage in two ways.

If you are adept at web development, or you want to use the service of a developer, you can manually add schema markup to your web content by editing the webpage’s secure code. Although this option may not be the most efficient, it gives you control over your schema markup.

Here is a piece of detailed information on how you can create schema markup for different types of content.

If you don’t have web development skills, you can use a schema markup tool. The tool will handle all the coding for you. An example of such a tool is Google Structured Data Markup Helper. This web-based tool can be used to generate schema markup that relates to movies, articles, events, book reviews, local businesses, job postings, products, TV episodes, question and answer pages, datasets, or software applications.

It is simple to use the tool. Here are steps you can follow to get started:

  • Go to the Structured Data Markup Helper page.
  • Ensure the ‘Website’ tab is selected.
  • Choose the relevant type of data, such as articles, local businesses, products, or TV episodes.
  • Enter the URL of your page and click ‘Start tagging.’
  • You will see your webpage rendered on-screen, together with an empty specification of data items that are relevant to the data type you chose.
  • Click the ‘Add missing tags’ button. At this stage, you should be able to go through the content on your webpage while you select content elements and assign matching tags.

Once you’re through tagging, the tool will help you generate updated HTML for your page by combining the existing HTML of your webpage with the new schema markup.

Finally, update your page by adding the new HTML. You can either do this yourself through an HTML editor in your Content Management System, or you can use the service of your development team.

Ensure you markup as much data as possible. Use every data that is relevant to what you are creating content on and make the best use of your schema markup.

Where Should the Schema be Placed When It is Ready?

This is one of the most popular questions that people ask about schema. Some suggest you place the schema in the <body> section of the webpage while some suggest it can be added in the <head> section since it is the markup in JavaScript.

Some even suggest that you can wrap the schema around your web copy. In this case, the markup will be wrapped in a script tag, which implies that it will not be displayed on the page but search crawlers can have access to it.

If you are working with a WordPress website, the best approach is to install the Header and Footer Script plugin. When you activate this plugin, you can add a unique schema markup to any page that you want.

How to Find the Right Schema Markup

With, you can easily search for and find the right schema markup that relates to your data requirement. Search for the type of data item that you want to apply to your site and select the markup that shows up in the search results. Follow the instructions that are provided to add the data item to your site’s HTML.

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How to Check Your Work with a Schema Markup Tester

It is advisable to check your schema markup using a schema markup tester before deploying it. You can use the Google Structured Data Testing Tool for this purpose. Apart from being free and user-friendly, it is also designed with the most important search engine that most businesses use in mind.

You can use the tool to check pending web page code with the schema that was newly added. You can also use it to test published pages with structured data. To use it, simply select ‘Fetch URL’ or ‘Code snippet’ as the case may be.

How to Submit an Updated Page to Google

After implementing the marked-up page on your site and you are sure it is properly working, you can request Google to re-crawl your website so that it can pick up the schema markup within a short period.

Don’t expect to see your webpage ranking better or displaying rich snippets in Google and other search engines immediately. Requesting Google to request your site is the best and quickest way to ensure that these results are achieved.

The Google Console Help website will provide the help and advice you need on submitting your sitemap to Google and how you can request a recrawl in a few steps.

How to Find More Information on Schema Markup

The schema markup was collaboratively created by Google, Yahoo!, Bing, and Yandex to meet the needs of the search engines and also enhance advanced features, such as voice search and featured snippets. To learn more about schema markup, the rules, and the ongoing development, visit

Wrapping Up

Implementing the techniques discussed in this article will help you markup your data with schema and also submit your web pages to Google for recrawling. According to a study published by Bing and Catalyst in 2017, only 17 percent of people were using schema markup. If you have not created schema markup for your webpage, you need to do so to increase your chance of outranking your competitors and boosting your brand’s visibility.