What is Structured Data And Schema Markup?

What is Structured Data And Schema Markup?

Structured Data is a standardized format for providing information about a page and classifying the page content. It’s used by Google and other search engines to understand a webpage’s content and gather information for search indexes. Essentially, it’s a way to annotate your content so that search engines can better understand what’s on your pages.

Why Are BreadCrumb Markups Important for SEO?

Breadcrumbs provide a clear and efficient navigation path for users. This improves user experience, as visitors can easily understand the structure of your website and navigate back to previous sections. Good user experience is a factor that search engines consider when ranking sites.

Here are some key points about Structured Data:

  1. Rich Snippets: Structured Data allows search engines to crawl and understand your website content. If understood, this data can be used to enhance search engine listings with rich snippets that provide a more engaging and informative result.
  2. Schema.org: Google, Bing, Yahoo!, and Yandex collaborated to create Schema.org, a collection of shared vocabulary webmasters can use to mark up their pages in ways that can be understood by major search engines.
  3. Formats: Structured Data is typically represented in three formats – JSON-LD (JavaScript Object Notation for Linked Data), Microdata, and RDFa (Resource Description Framework in attributes). JSON-LD is the most recommended and widely used format.
  4. Uses: It can be used for various data types, like articles, local businesses, restaurants, TV episodes and ratings, book reviews, movies, and products.
  5. Benefits: Using structured data correctly can lead to better search engine rankings and visibility and possibly inclusion in special search features and enhancements in Google’s search results.

Structured Data does not directly affect search rankings, but it helps search engines understand the content of the page, which can lead to more informative and attractive search results for users.

Google has introduced the Structured Data Testing Tool and the Rich Results Test to ensure your schema is correct before publishing it on your website and to keep track of any errors that may arise.

If you want to know what kind of schema markup you should use, look at this essential guide.

What Schema Should Be Used On All Websites?

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Schema markup, or structured data, is a powerful tool for webmasters to provide context to the content on their websites for search engines. While not every type of schema markup will be relevant for all websites, there are several types of schema that are broadly applicable and beneficial for many sites. Here are some common schema markups that are generally recommended:

  1. Website Schema: Provides information about your website as a whole, such as a site name, URL, and search box feature.
  2. Organization Schema: Describes details about your business or organization, including the name, logo, contact information, and social media profiles. This is particularly important for businesses.
  3. Breadcrumb Schema: Helps to define the page navigation and hierarchy, which can be displayed in search results as breadcrumbs.
  4. Local Business Schema: If you have a physical location, this schema is crucial for providing details like address, phone number, hours of operation, and geographical coordinates.
  5. Article or BlogPosting Schema: For websites with news, blogs, or articles, this markup helps to specify the author, publish date, headline, and images associated with the article.
  6. Product and Offer Schema: For e-commerce sites, this schema provides information about products, including price, availability, and review ratings.
  7. Event Schema: Useful for sites promoting events, this schema includes details like the event’s date, location, and ticketing information.
  8. FAQ Schema: For pages with a list of frequently asked questions and answers, this schema helps to present this information directly in search results.
  9. Review Schema: If your site includes customer reviews or ratings for products or services, this schema helps to highlight these in search results.
  10. Video and Image Schema: For content-rich sites with video or image galleries, these schemas help search engines understand and index your multimedia content.

It’s important to note that while schema markup can enhance your visibility in search results, it should be used accurately and in accordance with Google’s guidelines. Overusing or incorrectly applying schema can lead to penalties. Also, not every schema type will be relevant for all websites, so it’s crucial to choose the schemas that best represent your site’s content.

Organization Markup

The organization schema markup improves brand signals that can enhance Knowledge Graph entries and your snippet presence in the search results. When you use this schema, take the time to specify your social profile links, contact information, and logo.

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Why Are BreadCrumb Markups Important for SEO?

Enhanced User Experience: Breadcrumbs provide users a clear and efficient navigation path. This improves user experience, as visitors can easily understand the structure of your website and navigate back to previous sections. Good user experience is a factor that search engines consider when ranking sites.

Reduced Bounce Rate: By offering a straightforward way to explore your site further, breadcrumbs can help reduce the bounce rate. When users spend more time on your site and visit more pages, it signals to search engines that your content is valuable and relevant.

Better Site Structure Understanding: Breadcrumbs help search engines understand the structure of your website. This clearer understanding can aid in better indexing of your pages, ensuring that they are correctly represented in search results.

Rich Snippets in SERPs: Breadcrumb markup can lead to rich snippets in search engine results pages (SERPs). This means that the breadcrumb navigation can appear under your website’s listing in search results, making your result more appealing and informative, which can improve click-through rates.

Keyword Optimization: Breadcrumbs typically include relevant keywords that describe the page and its context within the site hierarchy. This can contribute to the SEO by reinforcing your site’s relevancy for those terms.

Mobile-Friendly Navigation: With the increasing use of mobile devices for web browsing, breadcrumbs provide a user-friendly way to navigate websites on smaller screens without cluttering the interface.

Reducing Canonicalization Issues: Breadcrumbs can help mitigate potential canonicalization issues by providing a consistent

Site Navigation Schema

If you want to make it easier for the search engines to understand your site navigation and structure, use the SiteNavigationElement markup. This can also be used to influence organic sitelinks.


Do You Make Videos? Use Video Schema Markup

If you use hosted or embedded video on your site, you should use the VideoObject schema. This way, you can display rich snippets when your website appears in a Google video search.

You’ll need to fill in the following properties:

  • Name
  • Description
  • ThumbnailUrl
  • UploadDate

Have an App? Use Software Application Markup

If your site has an accompanying app or features app listings, use the SoftwareApplication markup to get rich snippets. The only required property is Name, but it’s suggested you fill in as much as possible for the following properties:

  • AggregateRating (including rating value and either rating count or review count)
  • Offers
  • OperatingSystem
  • ApplicationCategory

What Schema Markup Is on eCommerce Sites?

Product and Offer Markup

When you use Product and Offer markup, you increase the chances of product information appearing in the search results, including the price and stock status information. Offer markup is required if you want pricing information to appear.

For Product, the only required property is “Name.” For the Offer schema, you must include Price and priceCurrency properties.

Rating Markup

The Rating schema is typically used on e-commerce websites but can also be used on local business sites like restaurants. An item with multiple rates can be averaged to produce an Aggregate rating.

Google will assume you use a five-point scale where one is the worst and five is the best. If you’re using anything other than this scale, you’ll want to use the best rating property to indicate the highest possible rating. These markups show the star ratings in the rich snippets in the search results.

What Should Schema Markup Be on Publisher Websites?

Article Markup

If you’re a publisher site, you’ll want to use either the NewsArticle or BlogPosting schema, depending on the type of content or website. These markups allow your content to appear in the in-depth article search suggestions and Google News.

You’ll need to include the following required properties:

  • Headline
  • Image
  • DatePublished

What Should Schema Markup Be on Local Business Sites?

Local Business Markup

If you have a local business with at least one brick-and-mortar location, you can use the LocalBusiness and PostalAddress schema markup to improve your local listing. You can use it to indicate your physical address, the types of payments you accept, your operating hours, and more. You’ll also have a choice of several industry-specific schemas, such as:

  • AnimalShelter
  • automotive business
  • ChildCare
  • Dentist
  • DryCleaningOrLaundry
  • EmergencyService
  • employment agency
  • EntertainmentBusiness
  • FinancialService
  • Food Establishment (restaurant is here.)
  • GovernmentOffice
  • HealthAndBeautyBusiness
  • HomeAndConstructionBusiness
  • InternetCafe
  • LegalService
  • Library
  • LodgingBusiness
  • professional service
  • RadioStation
  • RealEstateAgent
  • RecyclingCenter
  • SelfStorage
  • ShoppingCenter
  • SportsActivityLocation
  • Store
  • TelevisionStation
  • TouristInformationCenter
  • travel agency

What Should Schema Be on Event Sites?

Event Schema

The Event markup can be used on sites that organize events, including anything from festivals to concerts and conferences. This will generate a rich snippet that includes tour dates, concert locations, and other details for other events.

What Schema Should Be On Recipe Sites or Food Blogs?


If you’re a food blog or recipe website, you’ll want to use the Recipe schema to show rich snippets and appear in Recipe searches. The only required property is Name, but Google will only show snippets for recipes that include at least two of the following:

  • At least one of prep time, cook time, total time, or ingredients.
  • Image.
  • Nutrition information.
  • Review.

What Schema Should Be On A Personal Website?

For a personal website, selecting the right schema markup depends on the content and objectives of the site. However, some types of schema are generally more relevant and beneficial for personal websites:

  1. Person Schema: This is the most directly relevant for a personal website. It allows you to provide detailed information about yourself, such as name, occupation, bio, education, awards, and other personal details.
  2. CreativeWork Schema: If you publish your work on the site, such as articles, blogs, photography, or other forms of creative content, this schema can be used to provide details about these works.
  3. Article or BlogPosting Schema: For personal blogs or articles, this markup helps in specifying details like the author (which would be you), publish date, headline, and featured images.
  4. Social Profile Schema: This is useful for linking your social media profiles to your website, creating a cohesive online presence.
  5. Event Schema: If you are involved in or promote events (such as workshops, talks, or performances), this schema can provide details like the event’s date, location, and description.
  6. FAQ Schema: If you have an FAQ section on your website, this schema helps to structure these questions and answers in a way that is easily digestible by search engines.
  7. Review Schema: If you provide reviews or testimonials on your site, this schema can be used to highlight these elements.
  8. Image and VideoObject Schema: For websites featuring a lot of personal images or videos, these schemas help search engines understand and appropriately index this content.

Remember to use schema markup accurately to represent the content on your website. Inaccurate or misleading usage can lead to issues with search engines. Tailor the schema to your specific content to ensure the best results in enhancing your site’s visibility and searchability.

What Schema Do You Use For A Person?

The Schema.org markup for a Person allows you to provide detailed information about an individual, which can be particularly useful for personal websites, professional portfolios, or biographical pages. The Person schema includes a variety of properties that you can use to describe someone. Here are some of the key properties:

  1. name: The person’s name.
  2. alternateName: An alternate name for the person, such as a nickname or maiden name.
  3. additionalName: Additional names for the person, such as middle names.
  4. address: Physical address of the person.
  5. affiliation: An organization that the person is affiliated with, such as an employer or a university.
  6. alumniOf: Educational institutions where the person is an alumni.
  7. award: Awards won by the person.
  8. birthDate: The person’s date of birth.
  9. brand: Brands owned by the person or with which they are associated.
  10. children: The person’s children.
  11. colleague: A colleague of the person.
  12. contactPoint: A contact point for the person, typically a phone number or email address.
  13. deathDate: The date of death of the person, if applicable.
  14. email: The person’s email address.
  15. familyName: The person’s family name (surname).
  16. faxNumber: The person’s fax number.
  17. gender: The gender of the person.
  18. givenName: The person’s given name (first name).
  19. jobTitle: The person’s job title.
  20. knows: People the person knows (for instance, colleagues, friends, partners).
  21. memberOf: An organization the person is a member of.
  22. nationality: The nationality of the person.
  23. netWorth: The net worth of the person.
  24. parent: The person’s parents.
  25. performerIn: Events the person has performed in.
  26. publishingPrinciples: URL of a document outlining the publishing principles of the person.
  27. sibling: The person’s siblings.
  28. spouse: The person’s spouse.
  29. telephone: The person’s telephone number.
  30. workLocation: Where the person works.
  31. worksFor: Organizations the person works for.

When implementing this schema, you should select the properties that are most relevant to the person’s profile and the website’s content. It’s important to provide accurate and verifiable information in your schema markup to ensure the best results with search engines.

What’s the Risk of Not Using Schema/Structured Data on My Site?

Not using schema markup or structured data on your website doesn’t directly harm your site’s performance in search engines, but it can result in missed opportunities for enhanced search visibility and user engagement. Here are some of the risks or downsides of not implementing schema markup:

  1. Missed Opportunities for Rich Snippets: Without structured data, your site is less likely to be featured in rich snippets in search results. Rich snippets can include star ratings, images, author information, etc., making your listings more attractive and informative, potentially leading to higher click-through rates.
  2. Less Effective Search Engine Understanding: Structured data helps search engines understand the context of your content. Without it, search engines rely solely on their traditional methods of indexing, which might not fully capture the nuances of your site’s content.
  3. Reduced Visibility in Special Search Features: Google and other search engines offer special search result features and enhancements (like knowledge panels, event listings, FAQ sections) that are only accessible with the correct structured data. Not using schema markup means missing out on these features.
  4. Competitive Disadvantage: If competitors in your niche are using structured data effectively, they might have an edge in attracting more attention from search engine users. This could be particularly significant if your industry relies heavily on online searches for customer acquisition.
  5. Lesser User Experience: Structured data can also contribute to a better user experience by clearly presenting information in search results. Without it, potential visitors might not get a clear idea of what your site offers from just the search results.
  6. Potential Impact on Voice Search and AI: As voice search and AI assistants become more prevalent, structured data will play a crucial role in how these technologies find and present information. Sites without structured data might be less visible or less accurately represented in these contexts.
  7. Analytics and Insights: Structured data can provide more detailed insights into how your content performs in search results, which can be valuable for refining SEO strategies.

Why Are BreadCrumb Markups Important for SEO?

improved User Experience: Breadcrumbs provide a clear and straightforward path for users to navigate your website. This improves the overall user experience by allowing users to understand their location within the site hierarchy and easily navigate back to previous sections.

Lower Bounce Rates: By enhancing user experience and site navigation, breadcrumbs can help reduce the bounce rate. Users are more likely to explore additional pages on your site than leave if they can easily find their way around.

Enhanced Site Structure for Search Engines: Breadcrumbs help search engines understand the structure of your website. This clarity can aid in better indexing of your web pages, which is beneficial for SEO.

Rich Snippets in Search Results: When you implement breadcrumb markup, search engines display breadcrumbs in the search results. This can make your search results stand out more, potentially increasing click-through rates.

Context and Relevance for Keywords: Breadcrumbs often include relevant keywords that reflect the structure of your site. This can help search engines understand the context of your pages, which can be beneficial for rankings related to those keywords.

Mobile-Friendly Navigation: As mobile usage continues to rise, having a navigation system that works well on small screens becomes increasingly important. Breadcrumbs offers a compact, easy-to-understand navigation scheme that can enhance mobile user experience.

Decreasing Duplicate Content Issues: For websites with content accessible through multiple paths, breadcrumbs can help signal the preferred or primary path, reducing issues related to perceived duplicate content.

Internal Linking: Breadcrumbs also contribute to internal linking, which helps spread link equity throughout your website and aids in SEO.

Breadcrumb markups are valuable for SEO because they enhance user experience, improve site navigation, help search engines understand site structure, contribute to effective keyword usage, and support mobile-friendly design. All these factors collectively contribute to better search engine rankings and user engagement.

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