Schema Markup and Why It Is Important for SEO

Apr 20
schema markup

You may have heard in your efforts to increase the reach of your page, the importance of, or at least the word, “schema”. But now, you’re wondering “what is a schema markup?” Schema markup is a version of information known as “microdata”. Such microdata can be added to your web pages to help create an enhanced description. Often, these enhanced descriptions are referred to as “rich snippets”. However you choose to quantify it, this form of information is then included in search engine results. The most popular search engines, including Google, Bing, and Yahoo are the driving force behind schema markup success. These search engines collaborated in 2011, and thus was born. One of the most important features of schema markup is its ability to provide online users with a greater understanding when presented with a confusing or ambiguous web page.

Schema Markup and SEO

It is vital to discuss the importance of schema markup in SEO. While there is no concrete proof that the use of microdata will improve search rankings, it is one way to incorporate data-rich pockets in your online presence. A recent study has shown that less than thirty percent of the search results found by google include this data. In this time of opportunity and business building, it is important to take opportunities when possible. Employing a schema markup checker is a great way to establish some baseline data for the SEO history of your e-commerce business.

What is schema SEO?

Schema is used worldwide by people, products, recipes, and even organizations that want to increase their reach. Even if your website or business doesn’t fit into one of the above categories, if you have some kind of data available to people, chances are it has an itemscope, itemtype, and itemprop. Once you figure out the itemtype of your content, you can begin to add in schema. Is your webpage dedicated to music? Food? Health? Categorizing is an important distinction to make when creating schema for your website or e-commerce store.

Itemscope, Itemtype, and Itemprop Briefly Explained

When you include an itemscope tag, you are explaining that the code included in that point is meant to identify a specific item. An itemtype is included in the URL of your website, and explains to users what area(s) you are involved in. This could be tech, beauty, health, or any number of other sectors. Itemprop tags are implemented to help label the properties of an item. If all of this has you a little confused, or even overwhelmed, schema markup on Google ( has a step-by-step explanation on their website.

Useful Tools to Ensure Your Success

A schema markup checker, like the one offered by Google (Structured Data Markup Helper) is one way to ensure that your webpage is full of information-rich snippets, while avoiding frustration. This tool’s ease of use has been proven over and over again. To use it, select the item type, and paste in the URL of the content you want to check. Next, highlight the different factors of your content, so they can be appropriately tagged.

RDFa vs. Microdata

In the event you feel confident coding and want to incorporate some structured data into your webpage that goes beyond schema, you would do well to consider using RDFa. RDFa stands for “resource description frameworks in attributes”. RDFa can be used in conjunction with HTML5 and isn’t far-removed from microdata. If you want to add in some data in a structured way, more advanced than schema, consider utilizing RDFa.

When placed side by side and examined, the differences between microdata and RDFa are minor. Where microdata uses itemtype, and itemprop; RDFa uses type of and property in their place. has updated lists inclusive of elements defined as properties, and those categorized as types. As a reminder, Google’s Structured Data Testing Tool is always available to online business owners. This tool is helpful in building your online presence through rich snippets. Rich snippets are proven to help direct more traffic to your page by increasing ratings on search engines. There is very little in the SEO world today that can be considered as effective as including schema markup in your online presence.

Fight the Fear

Both RDFa and schema can be overwhelming and frustrating for a new user. In the midst of a new age in technology, it is paramount to keep up with the trends and implement them in a manner that benefits your company. Hopefully this article has helped to dispel some of the misconceptions you may have regarding the creation of an online presence. While the implementation of microdata can be time-consuming, it is important to ensure that the terms you are choosing to highlight are beneficial to your business and will lead to client retention. While learning both might be a tedious process, the rewards you can earn from these processes are second to none.

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