Schema markup helps to optimise your website and content for search engines. Put simply, schema is a code you can create to tell search engines what your website, or page is about.

You can use schema markup for many different types of content on your website. In this guide we go through 13 of the most popular types of schema markup, why it is important, what you can add with each different type, and how it can help to influence the search results.

Thank you to guest contributor, Marcus Langmaid, who has provided his technical expertise when it comes explaining schema markup, and how it can benefit your website.

Why is Schema Markup important?

Since schema was developed by leading search engines back in 2011, structured data has been an important SEO strategy for digital marketing professionals depending on a website’s digital marketing goals.

Therefore, many SEOs view schema markup important to their SEO successes.

So what exactly makes schema markup important?

Firstly, the utilisation of schema has increased in importance during the lifecycle of Hummingbird and RankBrain. On the basis of how search engines interpret the circumstances of a search query will determine where a website will rank in the SERPs as a result.

In some instances, schema can provide context to an otherwise ambiguous website.

Enhance your digital brand presence by optimising your knowledge graph

Schema markup possesses the ability to really expand your brand awareness by pulling through your data into a Knowledge Graph.

Google My Business Knowledge Graph for Adtrak Nottingham

As can be seen above, a knowledge graph is compiled by Google for branded search queries that gives the searcher vital information about your business.

Your knowledge graph can provide searchers with your business phone number, social media accounts, reviews from Google or third-party websites

Provide your SERP listing with additional real estate & information that aids the consumer decision-making process

If you have an e-commerce website, product schema would be very beneficial to entice increased clicks to your website. As you can have the availability, reviews & price present within your listing.

From a neuromarketing perspective, this ready-to-use information aids the human’s ‘old brain’ in making decisions. Ergo, you’ll more than likely gain a click from the searcher and then hopefully going on to convert them. Considering your website has undergone conversion rate optimisation (CRO) processes.

Review Rating and Prices showing on a Search Results in Google

Schema Markup Generator by Merkel

One of the best free tools out there is the Schema Markup Generator (JSON-LD) by Merkel.

With this tool you add can pick from several popular schema markup types, input your details for each section, and the code is generated and ready to test.

Example of using the Schema Generator from Merkel

Learn more about the tool and see my review here.

If you choose to use the generator above, or write your own code, always remember to test before setting it live on your website. Use Google Rich Results Test tool. Google is replacing the current Structured Data Testing tool, take a look my comparison of both tools.

What does Schema Markup look like?

The markup is actually a snippet of code. Take for example my resource guide on Google’s Core Web Vitals, this is the Article Schema Markup I created for it:

Schema Markup Direct Example - Article Schema Markup

This code is in the <head> section, on the post page.

Most Popular Types of Schema Markup

There are several main types of schema markup that are used on many websites. Any website can use this, be that a blog site, forum or business site.

These include;

Visual Examples Context

Included in this guide are several examples of featured snippets. Not all schema markup can be attributed to a featured snippet, so some types don’t have an example. It is important to note that schema markup does not automatically give you a featured snippet.

Technically, you can’t attribute a featured snippet directly to schema markup – but it is obvious from Google that certain items in schema code show in these featured snippets.

The schema code you add acts as structured data for search engines.

Google takes into account many ranking factors for featured snippets – it is argued that schema code is one of the most influential.

Examples are from Desktop devices – this is due to Google constantly changing the format and visual layout of their Mobile search results.

Article Schema

Article schema markup is used for news posts, blog posts and articles on websites. With this fairly simple code, you can add the title of your post, a description and images. This tells search engines exactly what the post is about.

You can also add a ‘Date updated’ item to put when the post was last updated.

You can add the following details;

  • Article type (article, news item, blog post)
  • URL
  • Headline
  • Images
  • Description
  • Author type (person, organisation)
  • Author name
  • Publisher name
  • Publisher logo URL
  • Date published
  • Date updated

Why use Article Schema?

If you have article schema markup on your post page, it will be more likely to show in the featured snippets in the Google Search results page. With an article you can get the title, website link, image and part of the text highlighted at the top of Google.

A Featured Snippet for an Article in the Google Search Results Page

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Have you seen a website on a Google search page with extra links in the URL? These are called ‘Breadcrumbs’ – and they can be physical items on a website to tell you where you are.

You can add;

  • The page’s name
  • The page’s URL (that make part of the link)

(this can be in a string of pages, for example Home, News, Category, Post)

With breadcrumb schema markup you can tell search engines the path to a specific page. However, most websites have this built in, so doing it manually is not needed for most websites. The Yoast SEO plug-in for WordPress can add breadcrumbs to your website automatically.

Why use Breadcrumb Schema?

With breadcrumbs, it makes it easier for people using your website to see where they are – this is also relevant for search engines. With breadcrumbs, links to your website won’t show the full URL path, rather the page names.

Breadcrumbs on a Website Link in the Google Search Results Page

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Event Schema

If you have an event, you can add event schema markup to your website, or page advertising the event. This again tells search engines about your event, and can help your website or page rank for related search terms around or during a certain date.

You can add several details about your event, including;

  • Event name
  • An Image
  • A Description
  • Start date
  • Start time
  • End date
  • End time
  • Event status (scheduled, postponed, cancelled, moved online)
  • Attendance (online, offline, mixed)

If you add ‘Attendance: Online’ you can also include;

  • Stream URL
  • Timezone

If you add ‘Attendance: Offline or Mixed’ you can also include;

  • Venue Name
  • Venue Address
  • Organiser Name
  • Organiser URL
  • Performer type (person, group, music group, dance group, theater group)
  • Performer/s name/s
  • Ticket type
  • Ticket currency
  • Ticket name
  • Ticket price
  • Ticket available from
  • URL
  • Availability (in stock, out of stock, pre-order)

Why use Event Schema?

There are 2 advantages to event schema markup, as your event can appear in 2 places on Google. By your website link, and on Google’s ‘Events’ page on Google Search. Adding this code will help increase the chances your event will appear on Google.

As links on a result:Links to Events on a Website Link in the Google Search Results

Events in Google’s Event Section:

Events showing in Google's Events Section in Google Search

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FAQ Page Schema

Lots of website’s have an FAQ’s page, and with FAQ page schema markup you can tell search engines exactly what questions and answers your page provides. This can help your page in the search results, as your link can show these questions and answers. It is very simple to create FAQ schema markup, all you need is the question and the answer.

Why use FAQ Schema?

I find faq schema to be the most useful and effective. It helps to directly bring the questions and answers to your website link in Google Search.

FAQs with a Website Link in the Google Search Results

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How-to Schema

How-to schema is used across many websites in the ‘DIY’ industry. You can add details such as what tools you need, if you will need any supplies, and how long the task will take.

You can add data that includes;

  • Name
  • Description
  • Estimated Time
  • Price
  • Currency
  • Main Image URL
  • Multiple ‘Supply’ (supplies)
  • Multiple ‘Tool’ (tools)
  • Step Name
  • Step Instructions
  • Step Image
  • Step URL

Why use How-to Schema?

How-to schema can help your website get a featured snippet with a link to your website, images and some of the steps you write about. These are some of the biggest featured snippets on Google, so it is always best to optimise for them.

Example of a How-to featured snippet in the Google Search Results

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Job Posting Schema

If you have a job listing on your website, job posting schema markup can help show your listing in the search results. With this code, you can add all the details you would usually find in a job description listing.

This includes;

  • Job title
  • Identifier (job listing code or reference)
  • Job description (in HTML)
  • Company
  • Company URL
  • Company Industry
  • Employment type
  • Work hours
  • Date posted
  • Expire date
  • Remote job (new option to check if remote working available)
  • Address of company / job
  • Minimum salary
  • Maximum salary
  • Salary currency
  • Salary frequency
  • Responsibilities
  • Skills
  • Qualifications
  • Education requirements
  • Experience requirements

Why use Job Posting Schema?

With this job posting schema markup, you can increase your chances of appearing in Google’s Jobs Section in Google Search. It will also help show the details you have added for the job vacancy.

Google's Job Section in the Google Search Results

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Local Business Schema

Local business schema is one of the most useful and popular schema markups. You can add your main contact information, such as; your business name, email, phone number and address. This type of code helps search engines link your website to other online profiles, and can particularly help with your Google My Business profile.

You can many details about your business, including;

  • Business Type (predefined list)
  • Business Name
  • Image URL
  • Website URL
  • Phone Number
  • Price Range (can be text)
  • Full Address
  • Geo Coordinates
  • Opening Hours
  • Social Profiles
  • Areas Coverage
  • Related Websites (review sites, accreditations)

Why use Local Business Schema?

Local business schema markup can help Google directly link your website to your Google My Business profile, and other directory websites you have online. Search engines can see the data about your business in your code, and they use this to help them show related results.

A Google My Business Profile with related Link in the Google Search Results page

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Organisation Schema

Organisation schema markup is a bit different to local business schema markup, they might sound the same, but are quite different. With this you can add details about your organisation – this is not the same as your business. With this schema markup, you don’t add a business address. You can add profiles of people or departments within your organisation.

You can add the following details;

  • Organisation Type
  • Name
  • Alternative Name
  • Website URL
  • Logo URL
  • Social Profiles
  • Contacts
  • Type (Customer service, Technical support, Billing support, Bill payment, Sales, Reservations, Credit card support, Emergency, Baggage tracking, Roadside assistance, Package tracking)
  • Phone
  • Areas Served (locations)
  • Language
  • Call Options (Toll free, hearing impaired)

Why use Organisation Schema?

Similar to local business schema, organisation schema can help search engines identify your businesses contact details online. For larger organisations, having clear details for different departments is extremely important. Using organisation schema can help search engines show the most relevant results for department-related searches.

RAC Organisation details in Google Search Results

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Personal Schema

Mostly used for personal blog websites, CV websites and portfolios – personal schema markup includes social media links and job information.

  • Name
  • URL
  • Picture URL
  • Job
  • Company
  • Social Profiles

Why use Personal Schema?

If you don’t have a business, or are just starting out with your own website – personal schema markup can help your website link to your social media accounts. It can also help show your website in the search results for your name and job title / area of specialism.

The main example of this shown in the search results in for high-profile individuals and celebrities.

An example of Barak Obama's profile in the Google Search Results

Recently Google have introduced ‘Google People Cards’ – very similar to the above the personal profile, these virtual business cards are for everyone. Google India have released this for Indian users. Learn more about Google People Cards in my news post.

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Product Schema

Product schema markup is one of the most beneficial, as you can add lots of details about your product, like review ratings and if you have an offer on. You can also add identification codes and what brand the product is part of.

You can add the following details about your product/s;

  • Product Name
  • Image URL
  • Brand
  • Product Description
  • Identification Properties (sku, gtin8, gtin13, gitn14, mpa)
  • Offer Type (Offer, Aggregate Offer, None)
  • Aggregate Review Value
  • Number of Ratings
  • Lowest Value Allowed
  • Highest Value Allowed
  • Add Review

You can manually add several reviews for a product, details include;

  • Reviewer’s Name
  • Review Body
  • Rating
  • Date
  • Author
  • Publisher

Options for ‘Offer Type: Offer’ include;

  • Offer URL
  • Currency
  • Price
  • Price Valid Until
  • Availability (In stock, Out of stock, Online only, In store only, Pre-order, Pre-sale, Limited availability, Sold out, Discontinued, Not specified)
  • Item condition (New, Used, Refurbished, Damaged, Not specified)

Options for ‘Offer Type: Aggregate Offer’ include;

  • Offer URL
  • Currency
  • Low Price
  • High Price
  • Number of offers

Why use Product Schema?

Using product schema markup can increase your chances that your link will be clicked from the search results. For many websites that have reviews on products, this help Google show the amount of reviews and prices for products.

Review Rating and Prices showing on a Search Results in Google

A note on reviews for product schema – you don’t always have to add these in manually. Most review platforms pull through the required code automatically, so you don’t have to add it manually. If you have the option to leave a review for a product on your website, check with your web designer, or reviews platform about how you can utilise product schema markup.

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Recipe Schema

The recipe schema markup has become more popular with food websites and blogs, as recently Google have made recipes very prominent in the search results.

You can add all the details for your recipe, including;

  • Recipe Name
  • Recipe Description
  • Keywords
  • Multiple Image URLs
  • Video Content URL (default link, or link to page of website that shows video)
  • Video Embed URL (specifically to embed link)
  • Creator
  • Date Published
  • Preparation Time
  • Cooking Time
  • Category (Appetiser, Entree, Desert, Not specified)
  • Cuisine
  • Servings
  • Nutrition: Serving Size
  • Nutrition: Calories
  • Nutrition: Fat (in grams)
  • Ingredient/s
  • Instruction Steps
  • Aggregate Review Value
  • Number of Ratings
  • Lowest Value Allowed
  • Highest Value Allowed
  • Add Review

You can manually add several reviews for a recipe, details include;

  • Reviewer’s Name
  • Review Body
  • Rating
  • Date
  • Author
  • Publisher

Why use Recipe Schema?

If you have a food or recipe blog, it is certainly worth adding recipe schema markup to your website. Google have recently updated how they show recipes in Google Search, and now you could get a featured snippet at the top of the results – with many details of the recipe.

Recipe Featured Snippets showing at the top of a Google Search Results page

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Video Schema

If you have a video on your website, video schema markup can help it show in the search results. The best practice for getting a video to show in the search results is to upload it to YouTube first. However you can still add this code for a video on your website, even if it is on YouTube.

You can add the following details for your video;

  • Video’s Name
  • Video’s Description
  • Upload Date
  • Minutes (total time)
  • Seconds (total time)
  • Multiple Thumbnail URLs
  • Content URL (default link, or link to page of website that shows video)
  • Embed URL (specifically to embed link)
  • Publisher
  • Publisher Logo URL
  • Publish Logo width
  • Publisher Logo height

Why use Video Schema?

If you have a YouTube video embedded on your website, video schema markup will help it show in the video clips in Google search results. In most occasions, several videos can appear, but specific videos can take the spotlight.

Multiple Videos in the search results:

Multiple Videos showing as Featured Snippets in the Google Search Results

Single Video at the top of the search results:

Single Video showing as Featured Snippets in the Google Search Results

A note on video schema – it is suggested that you add your website’s video to your YouTube channel, along side adding the video schema to your website. As YouTube is owned by Google, they will always show related results from YouTube first. This has become more so in the year. If you have a video on your website, either embed it directly from YouTube, or at least have a copy uploaded YouTube.

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This schema markup is for a website that uses a search box, this can be part of the full site, or part of the blog. If you have a results page on your website for searches, you can add this code to your website.

You can add;

  • Website’s Name
  • URL
  • Internal Site Search URL
  • Optional: String in the search URL after query

It is very rare that small or medium websites will have their search box showing in the search engine results. However, if you have a search bar that is used often on your website, this schema markup has the potential to get your search box on Google for people to use, that will take them to your website’s results page.

A search box showing for a website link in the Google Search Results

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Schema Markup FAQs

Yes you can, these have to be separate scripts, but you can certainly add multiple markups to a page, or your website in general.

See more guides and resources, plus industry news on phil-isherwood.co.uk

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