5 Common Types of Schema Markup and How It Benefits SEO

Let’s start by identifying what schema markup is and what it does. Schema markup also known as structured data is a form of microdata that you add to your page’s HTML enabling us to provide extra detail that allows search engines to better understand and absorb our content. It provides consumers with rich snippets of information that can appear more prominently in Search Engine Results Pages (SERPs). Schema Markup can be used to mark up all kinds of information from reviews to recipes, we have outlined below some of the most common types of schema that could boost your SEO strategy. 

Local Business Schema

Local Business schema makes it easier for search engines to determine where your business is based and what you offer. By adding this schema you can increase your website’s visibility if your website’s details match the users search. When you search for a specific type of business such as a restaurant you may notice that sometimes there is a carousel of listings. Local business schema should increase your chances of appearing in this feature. 

Organisational Schema

Organisational markup highlights your company’s contact information, logo and social media links enhancing the visibility of this information on the SERP. Making it easier for potential customers to see essential information without having to dig around on your website. In turn improving customer experience before they have even landed on your website. 

Product Schema 

A quick win for e-commerce sites. This schema is a great way to enrich the information a consumer receives when scrolling through their search results. When building your product markup you can include details such as price, a description of the product and showcase reviews to attract potential customers when they are scrolling through search results. 

Article Schema 

Article schema can be used on news or blog pages and has the potential to increase your appearance in search engine results. Seen the top stories carousel on your Google search results page, wondered how they got there? Article schema markup. 

FAQ Schema 

When someone searches for a product, service, or asks a question Google’s job is to provide them with results that provide relevant content. By adding FAQ schema markup you add context to the content making it easier for Google to determine whether or not your content is appropriate. Having your FAQ’s in the featured snippet can boost the organic traffic to your website and if implemented correctly FAQ schema can take up so much space you are likely to push your competitors down the search results page. 

Implementing Schema Markup

As scary as it may sound, implementing schema isn’t overly complicated, however we recommend you seek the knowledge of a marketing agency that can advise you on the best practises to take. Google recommends structured data in the JSON-LD format, a javascript notation embedded in a <script> tag in the page head or body. Tools such as the Merkle Markup Generator is a great place to start for many schema types.