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How to Implement the 5 Types of Schema Markup on Your Site

by Chlöe Davison

Nov 19, 2020, ,

Schema Markup

What is Schema Markup?

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 you to provide extra detail that allows search engines to better understand and absorb your 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.

Throughout this blog we have outlined below some of the most common types of Schema and how to implement, all with the aim of boosting 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 user’s 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. 

How to implement Local Business Schema

There are a few ways to implement schema to your website, the most effective of which is through the use of sites such as After adjusting it to fit your site, will generate a code for you to implement on your site. 

Example of Local SEO Schema

As you can see in the example above, you will filter the settings to include things such as Hours, Entrance Requirements, Currency Accepted and Payment Type Accepted. These are essential bits of information for local businesses.

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. This in turn improves customer experience before they have even landed on your website. 

Example of Organisational Schema Markup

Before setting up your Organisational Schema, it is important to familiarise yourself with Google’s structured data guidelines. These will help you stay away from bad practices and how to action any changes they deem necessary.

Product Schema 

Product Schema is a simple quick win for e-commerce sites. Well-implemented Product Schema should 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. 

Product Schema can be sorted into four different types. Product, Offer, Offer Shipping Details and Aggregate Offer. Consider adding more properties beyond the required minimum. The more information your share with Google, the richer your result can be. It all helps the crawlers understand the purpose of your page. Of course, if you’re looking for help writing your own schema, you can use either a generator or visit the Google Search Central which has some helpful product schema templates.

Article Schema 

Article Schema can be used on news or blog pages and has the potential to increase your appearance in search engine results. Have you seen the ‘Top Stories’ carousel on your Google search results page and wondered how they got there? Article Schema markup is the answer. Article Schema is a great way to show Google what your blog is about. It will prompt the crawlers to identify show things such as better title text, images and date information.

An example of article schema mark up for blogs and news

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. If implemented correctly, FAQ Schema can take up so much space that you’re likely to push your competitors down the search results page as a result. 

Need help implementing Schema Markup to your site? We can help

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 best practise. Google recommends structured data in the JSON-LD format, a javascript notation embedded in a <script> tag in the page’s head or body. Tools such as the Merkle Markup Generator are a great place to start for many Schema types.

Ready to make Schema work for your business? Peaky Digital is a team of digital marketing experts who can help you implement Schema into your website, making you more discoverable online. Contact us today to find out more and get started on taking your technical SEO to the next level.

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