If you want to become a good SEO, you need to have a holistic attitude on all SEO related topics and there are some technical aspects that you must understand, even if they’re not quite easy to grasp. One of these topics is schema markup.

Schema markup and organized data had a role in SEO for years now and it seems that major search engines recommend them. But what exactly is schema markup? And, most importantly, how does it affect the SEO process?

Schema Markup for SEO

After reading this article, you’ll know exactly: what schema markup is, how it changes SEO& search engines, how to correctly implement it on websites and how it can help you to be all right rankings.

What Is Schema Markup What Is Structured Data What Is the Difference Between Schema Markup, Microdata and Structured Data What Are Schema Markup& Structured Data in SEO How Does Schema Markup Impact SEO& Search Engines Schema Markup Types Supported by Google How To Implement Structured Data Markup On Your Website Structured Data Vocabularies Schema Encoding Types& Examples Why Doesn’t My Website Display a Rich Snippet ? What is Unparsable Structured Data ? Structured Markup Penalties Structured Data Myths 1. What Is Schema Markup

Schema markup is a code( semantic vocabulary) that you put on your website, with the purpose of helping the search engines return more informative answers for customers. Schema markup allows you to create deepened descriptions that appear in search results, just like in the screenshot below.

cognitiveseo schema markup

Due to its standardized semantic vocabulary, schema markup added to your site’s HTML improves the major search engines understand your page’s information better and return richer, more informative results.

Schema markup has the advantage to be easily accumulated, retrieved, exposed and analyzed. In a nutshell, when Google doesn’t know if your information is about an craftsman or a concerted effort of the master, you can form things clear exercising structured data markup.

2. What Is Structured Data

Structured data( or relation data) is a way of unionizing knowledge for better accessibility. It might be hard to understand for some because of its relation to coding. However, in simple terms, it’s also called metadata or knowledge behind the information.

It’s similar to a database, in which periods are stored in relation to other expressions. Think of it as an Excel Spreadsheet, where you have the head of the towers as the terms and under them come their costs. Together, this data forms a arrangement which characterizes something.

Structured Data SEO

For example, you can have a product in your storage. The organized data could contain a schedule of terms and their ethics. The make is likely to be” Lenovo IdeaPad 510″ and it could have a list of the following information/ terms, with their importances ๐Ÿ˜› TAGEND

Name> Lenovo IdeaPad S145

Rating> 4.2

Review Users> 925

Price> $239.99

Stock> In Stock

3 The difference between Schema, Microdata, and Structured Data

To make things easier, let’s shortly recap what these periods want and what the differences between them are ๐Ÿ˜› TAGEND

Structured Data is a general word that represents fastening parts to evaluates to better structure information. It can be related to SEO as much as to anything else which contains information. Microdata is a format and it represents the way the data is structured … in a’ visual nature ‘, let’s say. In simple terms, think of it as text vs audio or video. You can say the same thing in both, but it will appeal to different beings. You can have the same data structured in Microdata format or in JSON-LD format, for example. Schema is a vocabulary that defines the terms and qualities. There are other dictionaries such as Dublin Core. In simple terms, to be considered them as expressions. The good thing with Schema.org is that it has been accepted by very many pulpits, performing it the best alternative for variou scenarios. That’s why many parties use Schema Markup as a synonym for implementing Structured Data.

Here are some takeaways ๐Ÿ˜› TAGEND

You can have data structured in multiple formats, such as microdata of JSON-LD. You can characterize calls consuming variou idioms such as Schema.org or Dublin Core. You can be utilized either dialects with either of the formats, arising in your markup. When parties refer to Schema Markup, they generally refer to everything related to structured data, but squandering the Schema.org vocabulary.

4. What Are Schema Markup& Structured Data in SEO?

When it comes to SEO, structured data represents some markup that is implemented on a website which search engines like Google can use in order to display information better. SEOs very often refer to organized data as Schema Markup because it’s one of the more popular markups used to structure data. We’ll talk about it soon.

Using that markup, Search Engines can display what are known as” rich search results” or” rich snippets “. They are called ” rich develops” because they contain more aspects than regular results, stirring them stand out.

The rich snippet/ rich make for the sample above looks really good when Google picks up the metadata and flaunts it properly.

eCommerce Rich Snippet

The code is a little bit uglier than that and glances something like this ๐Ÿ˜› TAGEND

Rich Snippet Code JSON LD

It might seem complicated, but if you read it, it procreates smell. You can see things like “@ category “:” AggregateRating” with the values and the review count, and then the “@ nature “Offer” with the rate and availability. The code above is in the JSON-LD format, which is one of the more complicated ones to understand. We’ll talk about formats and which ones to use soon, so keep reading.

You can also use structured data to fertilize a recipe pursuit solution. It can also have ratings but, instead of displaying the premium, it displays how long it was necessary to establish the dish, which is always handy when striving for a recipe.

Recipe Rich Snippet SEO

These are just basic rich snippets, which feign the regular makes you see in Google’s organic search results. Nonetheless, Google patronizes a number of different types or rich snippets, some of them which I will present soon. But firstly, let’s talk about vocabularies and data markup.

5. How Does Schema Markup Affect SEO& Search Engines

To situated it simply, structured data is not a ranking point/ signal. But if you’ve been doing SEO for a while, you know I’m lie and it’s not actually that simple.

You see, that’s the general consensus, or at least what Google officials tell us. In reality, rulings vary. Some told that it does change standings and some say it doesn’t. One thing we know for sure is that we cannot 100% trust what Google says. It’s not that they’re not transparent, but they have to keep the algorithm secret.

But let’s see punctually how schema markup affects SEO ๐Ÿ˜› TAGEND

CTR( Click Through Rate)

Structured Data might not be a higher-ranking signal, but it sure can help with standings, at least indirectly. You see, any modification to your search result will have an impact on your CTR( sound through rate ). A negative one will cease your CTR and a positive one will boost it.

With a higher CTR, your rankings will actually be higher.

If more parties click on your search engine result, this communicates Google a be pointed out that they want to read your content.

To honor that necessitate, Google might rank your commodity higher so that more people will see it. This happens incessantly, so don’t expect your article to stay there. Tomorrow, a contestant might change their entitlement and their CTR might be higher than yours. Google will notice that.

Click Through Rate

Structured data can help you with CTR because rich causes catch the eye easier than regular search results. Sure, those snippets frequently expose the information instantly on Google’s landing page, but some of that organic commerce will still presented to your website.

This might seem counter-intuitive but, with all the rich snippets in the search results, you might end up having a lower CTR and less organic transaction going to your website.

Why? Because a used can find the answer instantly in the search results and they don’t need to click.

For example, most nutrition websites have organized data implemented, which implies most of them get rich snippets. If you’re in the surface 3 results and all the results display the recipe duration, if your span is the highest, customers might decide to not sounds your search engine result and go for a faster recipe instead.

So, while you can get higher CTR if your rich cause stands out( not everyone has rich snippets ), it can also lower your CTR if everyone has rich snippets and the customer browses based on that info.


You shouldn’t prioritize the addition of organized data relating to your website unless you’ve finished dealing with other, more important issues, such as keyword research, content optimization and other OnPage SEO factors.

Why? Because Google said it understands the content and the information required to display rich snippets without organized data, although it’s recommended that “youre using” it.

Google can understand your content to expose it in rich snippets even without the additive of organized data. Nonetheless, it’s safer if you do use the markup.

So, for example, “if youre having” some HTML with 5 superstars and the verse” Rating: 4.7- 24 Reviewers”, Google might figure that out on its own and flaunt a Review rich snippet even without structured data.

However, if you want to have a higher chance of its consideration of the item being exposed, then supplemented the SEO organized data so that Google understands the content perfectly.

But remember, prioritize! Keyword research, designation and content optimization, website rate and aspect backlinks are much more effective in ranking you higher. So if you don’t have those in place, you can postpone the structured data markup.

Personally, I don’t see how organized data can become search engines smarter. If Google misses its algorithms to better understand content more like a human, organized data concludes it a disservice. The truth is that Google doesn’t want to rely on organized data in the future.

You should prioritize interesting thing such as good crawling and indexation, keyword research and title/ content optimization before going for structured data( the SEO Tools from cognitiveSEO can help you with that ).

Schema markup isn’t( probably) the future of Search Engine Optimization& Digital Marketing but, for now, once you have finished other, more important search engine optimization undertakings, you can make good use of it. Some studies even show that implementing structured data on your website can improve CTR up to 30%.

6. Schema Markup Types Supported by Google

You might be wondering what important types of schema markup are there? Well, there’s pretty much a markup for anything you can probably imagine.

However, there are only a limited number of rich snippet sorts that Google has developed and improved over the years, each unique “in ones own” way.

Organization Schema Markup

The Organization Schema markup isn’t a rich snippet on it’s own but it is a very important part of it because it is found in almost all the snippets. It represents the author of the content so it can also be a single person, such as an columnist, for example.

This is good for making sure the content is associated with the proper firebrand/ name.

Breadcrumbs Markup

The Breadcrumbs Schema Markup is crucial for representing website organize. The organization of the site is represented

However, you can also point that out.

We know that Google constantly adjusts how the search results display.

BreadCrumbs Schema Markup

Review, Product& Offer Schema Markup

The most popular markup out there is probably the review& commodity one. I’ve presented it in the opening up of the article. There are multiple pieces that can be added to the product rich snippet, from the produce epithet and expenditure to items, such as the lowest price and highest price, or offer expiry dates.

Review Schema markup

Recipe Schema Markup

I’ve also shown an example of the recipe snippet above. You can specify things such as ingredients and how much go the recipe takes.

Recipe Schema markup

FAQ Schema Markup

The FAQ Schema Markup rosters answers to the related questions around your topic/ sheet in a drop down format. Neil Patel exercised this FAQ schema technique to significantly improve his search engine traffic. However, it seems like this can be abused and Google might prepare it.

FAQ Schema Markup

How to Schema Markup

Similar to the FAQ Schema Markup. A drop down type snippet with step by step answers.

Q& A Schema Markup

The Q& A Schema Markup is specially designed for websites like Quora or Yahoo Answers. It can also be applied in other scenarios, of course. Google recommends linking to individual reacts( via fastens, for example) to provide the best user suffer.

Q&A Schema markup

Article Schema Markup( be attributed to AMP)

A carousel in which your section can be exposed at the top of the page that can be swiped, above ads and organic search results. Conspicuous exclusively on portable devices.

AMP Carousel Schema Markup

Video Schema Markup

A visual snippet which showings the thumbnail of a video next the the claim and description. It is very useful for organic video marketing.

Event Schema Markup

A visual snippet where the year is very visible and with immediate be made available to Google Calendar bookings.

Event Rich Snippet Schema Markup

Local Business Schema Markup

If you have a neighbourhood business or are doing regional SEO for a buyer, then you might want to add regional business schema markup to the website. The markup itself is assembled out of multiple data items, such as Organization, Description, Logo, Address, Phone and even Reviews.

You can check a schedule created by Schemaapp.com to seeing how to properly lent schema markup for regional transactions in this Google Sheet.

Other Types of Schema Markup

A list of full rich snippets that Google supports can be viewed here( browsing them from the menu ).

Also , note that different search engines such as Yandex and Yahoo!( Bing) might also use other types of organized data or schema markup on their platforms.

However, we do know that both Yandex and Bing consented and recommend schema.org, so it’s a good suggestion to exclusively implement this one, unless other 3rd party apps that “youre using” require a different type of markup.

7. How To Add Schema Markup On Your Website( The Right Way)

If you’re interested in schema markup, you’re probably also wondering how to use Google organized data on your website.

If you want to use structured data markup on your website so that Google can pick it up, you’ll either have to code it or make use of some plugins/ extensions that they are able to lend the structured the necessary data for you.

The thing is, you have to implement it properly, otherwise it might do more harm than good.

If you implement structured data wrong, your rich snippets might expose the wrong information, they might not display it at all and you might even get penalise for it.

Here’s how you can implement organized data properly on your website, on different platforms ๐Ÿ˜› TAGEND

How to add schema markup in WordPress& Blogs

As you know, adding things on WordPress is generally very easy because there’s a ton of plugins you can choose from and, best of all, most of them are free. Implementing Schema Markup doesn’t make an exception.

To lend Schema Markup to your WordPress blog, check out the structured data& schema markup plugins in the WP repository. Choose the one with the features you need and with good revaluations. The SEO plugin likewise adds basic structured data functionality to most of your pages, so make sure you don’t have repeat codes.

Note that these plugins implement basic structured data for your articles& sheets. You might want to look for something specific if you have a recipes website, for example. If you have an eCommerce store on WordPress, the WooCommerce plugin already implements concoctions organized the necessary data for you.

How to add schema markup in Magento& eCommerce

As for WordPress websites, most eCommerce scaffolds such as Magento, OpenCart or Prestashop will come with structured data already integrated.

If you’re not sure that your website has the proper structured data, use the structured data Google Structured Data Testing Tool. You should see something like this ๐Ÿ˜› TAGEND

Structured Data SEO Tool

If there’s no Product section, it means your implementation is missing. There are always plugins and increases so do a Google search and find what dress your platform.

Make sure to fix the tells extremely, although they won’t standing in the way of your rich snippets displaying.

Local SEO organized data

If you have a regional business, organized data are truly help your neighbourhood SEO. You can mark up your NAP( epithet, address, telephone) so that search engines can better understand that information.

This plugin for WordPress seems to support structured data for Local Businesses.

Custom schema markup implementation

Sometimes, contributing markup to your website can be more difficult. If you have a custom platform, you don’t have a plugin to simply … plug in.

Step 1: Find out the type of page you have and which type of schema markup fits it best. For example, informational sheets go well with FAQ or How to schema markup. Produces on eCommerce websites, on the other hand, go well with the Product schema markup.

Note that it’s important not to try to trick Google into reaching your reaction more pleading if it doesn’t make sense. So exclusively pick what Google recommends from the types of rich snippets it supports.

Step 2: Generate the schema markup. Generating JSON LD organized data is pretty easy. You can use an online schema markup generator such as this one to easily engender your code.

However, you’ll have to manually lent it in your brain area. Which means this would be a static implementation.

If you have thousands of sheets, that might not be easy. You’re better off developing a dynamic plan with a programmer, where the programme automatically picks up the information from the database and compiles it into a JSON format to display it in the HTML for each product/ page.

So although the template for the Product Schema Markup in the JSON-LD format stays the same the values such as Price, Currency, Product name or Rating might vary from page to page and website to website.

Sometimes, you are able manually computed schema into your HTML with Microdata. However, it’s best if you use the JSON-LD format, as suggested by Google.

Step 3: Validate everything.

If you’re planning on adding markup manually, make sure to authorize your code with the Google Structured Data Testing Tool.

8. Structured Data Vocabularies

For structured data, you need two things: a directory of piece mentions and a practice to display them. So “were having” idioms and formats which, together, result in markup.

The list of entries is called vocabulary. You can think of it as languages. Different texts can convey different things in different languages and not everybody speaks every language.

There are multiple types of schema and dialects accessible ๐Ÿ˜› TAGEND


Schema.org is the most popular vocabulary for structured data. Why? Well, because it has been accepted by major search engines and companies, such as Yahoo, Bing, Google, etc. It’s sort of an … international communication, like English.

As I said above, because Schema Markup is so favourite, SEOs often refer to structured data immediately as Schema Markup. You could have structured data implemented on your website without Schema Markup, by using another vocabulary. However, you will use Schema Markup of your own free will Got it?

The Schema.org Markup approvals a very big variety of items and elements. You can examine the part list of supported pieces on http :// schema.org. We’ll soon discuss which ones are the most important schema markup parts, which Google actually applies in the search engine results.

Open Graph

You might be familiar with Open Graph. It’s not used for search engines, but social media stages, such as Facebook, use it to display entitlements and images.

Facebook Open Graph Markup

They are useful for SEO& Facebook Marketing because you can separate the regular

label used for search engines from the Facebook title. This course, you can keep the keywords in the, “whats important” for SEO, and you can also have a catchy headline for social media, “whats important” for clinks& engagement.

Dublin Core

Dublin Core is another dialect, same to schema.org but much more limited. It’s probably the second most popular one. Except if it has solid inducements to use Dublin Core, such as a 3rd defendant app your place is secured to consumes it, use schema.org vocabulary instead.

9. Schema Encoding Types& Examples

First let’s take a look at how the information for the address “of the organizations activities” would be examined without any structured data, in grassland HTML code ๐Ÿ˜› TAGEND

The following information was taken from http :// schema.org/ address. You can view precedents for most of the schema.org vocabulary owneds there( some of them are still commemorated as” To Do “).

Address Structured Data Plain HTML code( informant: schema.org)


JSON-LD( JavaScript Object Notation for Linked Data) is an approach of encoding and presenting organized data information using JSON. This is recommended by the W3C, which implies it is standardized.

Here’s an example of how the above considerations “wouldve been” exposed exerting JSON. Google too recommends using JSON LD for displaying structured data on your website. Again, it searches complicated but you won’t have to write it yourself, as it can be generated with tools we’ll soon talk about.

Address Structured Data in JSON LD Format

Address Structured Data in JSON LD Format( beginning: schema.org)


With Microdata you are eligible to specify the structured data information within the HTML code itself, utilizing HTML tag properties. This stimulates it easier for many parties to understand. However, while this is easy to add manually on a subject by suit basis, it’s difficult to scale and automatize when required for bigger websites( such as eCommerce ones ).

Address Structured Data in Microdata Format

Address Structured Data in Microdata Format( root: schema.org)

With JSON LD, you’ll have a lot of standardized plugins for different purposes on most programmes. However, if the element you’re trying to specify isn’t included in the plugin and thus doesn’t are presented in the outputted JSON LD code, you can add it readily in the HTML use Microdata.


RDFa is similar to Microdata, which signifies it’s also included through HTML tag features. The difference is that RDFa is older and most complex. It has other uses outside of the HTML realm and this makes integration with other apps/ programmes/ servers is easier if they use the technology.

Address Structured Data in RDFa Format

Address Structured Data in RDFa Format( source: schema.org)

Whether you want to go with RDFa or Microdata is your choice, they’ll both do just fine. However, make love as an alternative. Using JSON-LD is the recommended style to go.

Notice how all the formats above, although different, use the Schema.org data markup vocabulary.

10. Why Doesn’t My Website Display a Rich Snippet?

So you’ve finished implementing structured data on your website, but the rich snippets don’t show up in research. What do you do?

Implementing organized data relating to your website precisely doesn’t guarantee rich snippets.

Unfortunately, Google picks up only what it demands. If it’s your Homepage you’re concerned about, perturb no more! Google doesn’t display rich snippets for Homepages.

First, make sure that your code is implemented properly by testing it. You can do this using the following tools from Google ๐Ÿ˜› TAGEND

Google Structured Data Testing Tool: This is the most popular tool for testing out JSON LD markup and organized data.

structured data testing tool

Rich Snippet Validator: This is still in beta, but it’s useful. You knows where to find it here.

Rich Results Testing Tool

10.1 What is Unparsable Structured Data?

Unparsable structured data is data markup on your website that could not be properly parsed( or understood) by Google. This, most likely, means that you have not implemented things accurately on your site.

In programming, parsing is the separation of a knot of strings into separate ones. In other expressions, the strings could not be correctly read or understood, which indicates an error in how the cords were presented.

These errors shows either in the Google validator as a mistake, or in the Google Search Console, under Improvements> Unparsable Structured Data.

Unparsable Structured Data

Compared to the other validators above, it’s very useful because it will highlight wrongdoings for several pages at once, although it doesn’t spotlit all the details of the issue.

Unparsable Structured Data SEO Search Console

Make sure you use Google’s SEO Tools to your advantage when implementing schema markup and organized data relating to your website.

10.2 Structured Markup Penalties

If you implement structured data wrong, you probably won’t get penalized. Nonetheless, if you try to cheat, Google might request a organized markup sanction on your website.

For example, if you really require the sun ratings and number of reviewers, you are eligible to simply lent them manually to your page. Your product could be 3 suns, but you might want to display 5 stellars in the search engines. You could also add a smaller organized data price, while on the website, the real toll is higher.

That’s not fair and the Google algorithm informs might penalise you!


If you get a similar send in your Search Console or your organic traffic to all the pages with structured markup has unexpectedly dropped, make sure to read this article about organized markup sanctions to find out how to fix things.

11. Common Schema Markup Myths

There are a few beliefs that go around involving rich snippets and structured data. Most of them are simply implementation mistakes and misconceptions.

However, even though we’ve already talked about this and considered these topics above, it’s a good idea

1. Schema markup guarantees rich snippets: They don’t. Google will pick whatever it requires regardless of whether you have organized data on your website or not. That’s why it’s a good suggestion to implement other, more important things firstly instead of focusing on organized data.

2. Schema markup is a ranking factor: It’s not. At least, that’s what the Google officials have territory over and over again. However, CTR is a ranking factor and since Structured Data can affect the CTR, your ranks might improve. But Google won’t care if you simply implement markup on your website.

3. You need schema for answer caskets: You don’t. Answer boxes and organized data might have something in common since Google has recently implemented the Q& A markup but that doesn’t mean you can’t get an answer box without structured data.


Since major search engines recommend including organized data, go ahead and lent it, especially if you have an eCommerce website. Make sure to implement it precisely and corroborate it with the above-mentioned implements. Nonetheless, you should prioritize other important SEO duties first.

What’s your experience with structured markup? Do you use it in your SEO& digital commerce programme? Does it help with your clickthrough proportions? Let us know in the comments section below.

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