What is Schema Markup or Schema Data?

Schema Markup is a type of Microdata that provides search engines with essential data of the page in a specific and precise manner. So, in simple layman’s terms, Schema Markup is like an HTML tag that informs search engines about the Business Name, Type, Address, Phone number, rating etc. This data is then published in an aesthetically pleasing manner by Google on its search engine results page (SERP). Something like this is shown below.

So, the first question that pops up in the mind is, why Google with such an intelligent system onboard requires manual feeding of the database from the webmaster or SEOs? The answer is, a webpage contains thousands of lines of codes and pieces of information arranged in a structured or unstructured manner. Google’s AI system can in most cases guess the correct type of information, but to be 100% sure and have the information from the source, Google has made provisions to have schema markup. This is the reason why; schema markup is not the ranking factor nor influences ranking directly.

There are over 29 types of Schema markup options available right from reviews, product, person, FAQ, etc.


Why should I use Schema Markup? How Schema Markup can boost your Sales and Business?

There are several unknown or hidden advantages of using schema markup and they are as follows

1. Google in its Search Engine page results [SERP] aesthetically represents the data from the schema markup. This makes your data stand out.

2. The SERP with schema markup stands out and thus also, attracts the users and thus contributes to a higher click-through rate (CTR).

Example: Imagine there are two restaurants both giving equal quality of service, type of food quality and offers discounts. One has over 200 ratings appearing on the search page, the virtue of the Schema Markup, and other doesn’t show any review. Who would you click/visit?

3. Schema markup also instills trust for the businesses in the minds of the people. The data is represented categorically and even verified (by ratings/review & Map).

4. Schema Markup such as Knowledge graph (which pulls your company data from GMB) ensures correct data is being displayed and appearing on the SERP. This schema also increases your brand value. Thus, eliminating any ambiguity from the side of search engines giving the business owner/site owner satisfaction.

5. Even though schema markup is not a direct ranking factor when applied on the websites, it increases the CTR of the website, CTR is a ranking signal, thus Schema Markup indirectly contributes to the ranking of the businesses/website.

6. Schema Markup such as SameAs schema increases social media followers as some rich results show social media handles of the company in the SERP.

7. Some Schema Mark-up such as book schema has CTA inside it, meaning it prompts users to take actions such as Get book/Buy a book.

8. Video Schema Markup increases your Youtube views, Livestream, native videos etc.

9. Certain Schema Markups lets your customer interact with you. Schema for GMB (Google my business) Map, Rating/review schema, Q & A schema.

All these above-mentioned criteria such as an increase in CTR, trust, instilling confidence, brand value growth, boost in the ranking(indirectly) lead to growth in traffic and eventually leading to more business.

How is Schema Markup placed on the website?

There are 3 steps to add schema markup on the website. However, adding even the correct schema markup doesn’t guarantee the appearance of Schema Data on Google Search Engine results (SERP). It is up to Google to decide for which results; the schema markup should appear.

Step 1: Generate Schema Markup code

Step 2: Point the Schema Markup elements based on the page type.

Step 3: Add Schema Markup code to the website

Step 4: Test the Schema Markup code for correctness

1. How to generate the Schema Markup code to be pasted on the page?

Follow the below steps to generate schema Markup data.

Refer to the diagram below.


Step 1: Visit this free Schema Markup tool: https://technicalseo.com/tools/schema-markup-generator/. You can generate codes for 13 different types of Schema Markup for absolutely free.

Example: If you want to set up the schema markup code for Organization.

Step 2: Select Organization in Organization @type

Step 3: Write down the Name, Alternate Name, URL, Logo URL, Social Media profile link by clicking “Add Contact”.

As you will be entering the information, the Schema Markup code will be generated on the right-hand side.

Step 4: Once done entering information, copy the code from the right-hand side.


2. How to add Schema Markup or Schema Code on the page?

In the Custom coded websites, as mentioned earlier, the code generated can be placed anywhere on the page.

In WordPress websites, there are multiple plugins, capable of applying schema data on the desired page. The problem with the plugins in WordPress for Schema markup is the compatibility of the format of each plugin to the website. Also, plugin charges or asks to buy paid versions to website owners to place custom schema markup.

To apply schema markup inside the WordPress website without a plugin, do the following steps. (before doing the below step, it is suggested to take the back-up as header.php file by downloading.

  1. Go to the Appearance section and select click on the Theme editor
  2. On the right-hand side visit the header.php file

3. Paste this code(generated from the above tool) on the website page from the line below.


$schema = get_post_meta(get_the_ID(), ‘schema’, true);

if(!empty($schema)) {

echo $schema;




4) Paste the above code in the header section (before </head>). Click on update file button.

5) Come to the page where you want the schema markup to be inserted.

6) Click on the edit option to edit that page. (Considering you are using Gutenberg editing window of WordPress)

7) Now click on “vertical three dots” in the upper right corner.

8) Click on presences (the last option)

9) Click on panels (in preferences window)

10) Turn on “Custom Fields” Switch

11) Click the “Enable and Reload” button under the custom field and let the page reload again.

12) Once the page is reloaded go to the bottom of the page and go to the “Add custom field” Section.

13) In the “Name column” type “schema” exactly as shown (without quotation mark of course)

14) In the value field paste the schema data generated from the “Schema Markup generator Tool

15) Press the “Add custom field” button and that it.

Where else can we add the Schema Markup code on the page?

Besides the places mentioned above you can paste the schema markup code anywhere on the page.

Schema Markup code or Schema Markup data is in JSON-LD format. This format is not for the website visitors but only for search engines. So, you can add Schema Markup data or code anywhere on the desired page, be it a header, footer or in the body text etc it place doesn’t matter.

4. How to test the Schema Markup tool?

Google has made a tool for Webmasters and website owners to test the Schema markup code for its correctness. It is known as the Google Structured Data testing tool. The link, as shown in the line below.

After clicking the link below, you will have 2 options 1. Rich result test 2. Schema Markup Validator.

You have to choose the 2nd option (Schema Markup Validator) and press run test.


You will see the below screen. On the right-hand side in the Detected column (marked in red). You will have to check for any errors. Presently our result has no error or warning as Google has detected 16 schema markup codes. But if there is any error with the inserted code (Schema Markup code), it will appear in this section.


If there is no schema markup code in your website, then the right-hand side, the Detected side (as shown above) will be completely empty.

If your result comes empty, no need to worry there are many ways to generate and insert Schema Markup code in the website, which will be taught later in this article.

Up to how many types of schema data can we add to a page?

There are more than 29 types of schema markup options provided by Google. The total Number of Schema Markups to be added to the page completely depends on the type of content present on that very page.

Another criterion for Schema Markup is that the content should be readily available to the user, meaning that, a user shouldn’t have to go through signup or make payment to view the content.

Example: If there is a product page of an e-commerce store.

The product page shows information about the product, info about the person/artist making it, it shows images, videos, reviews, FAQs about the product etc.

So, what type of schema markup will you prefer to add in the above case?

The answer is, in this single page alone you can add schema markup of

  1. Website
  2. Product
  3. Review
  4. Person
  5. Image
  6. Video
  7. FAQ

Explanation: Schema markup code?

Here is an example of simple Schema Markup. It is in Jason-Ld type.

<script type=”application/ld+json”>


“@context”: “http://schema.org/”,

“@type”: “Website”,

“name”:”Long Term SEO”,




The first line is the context: It is to point the search engine that this code belongs to the schema part of the Webpage

Second-line is type: This points the type of property to the search engines. In this case, it says that the code belongs to the property, which is a website.

Name of the property: This tells the name of the property to the search engines.

Link or URL: This informs the search engine, the URL name or the address of the property (website in this case)


What are the Top Essential types of Schema Markup?

Out of the Total 29 schema markups supported by Google. The Top 15 essential ones, the ones which have a maximum impact on SERP are as follows.

  1. Article
  2. Breadcrumb
  3. Event
  4. FAQ
  5. How to
  6. Local Business
  7. Logo
  8. Movie
  9. Product
  10. Q&A
  11. Recipe
  12. Review Snippet
  13. Sitelink Search Box
  14. Speakable
  15. Video

As we have seen how the Schema Markup code is generated, pointed towards, and where it is being pasted, we have also seen its advantages and the meaning of the code in detail. We can now conclude that Schema Markup not only helps the search engines to identify content more correctly but also makes the content look aesthetically appearing on the Search Engine Result Page.

If you don’t want the effort of the Free method. The following paid tools help you generate and implement tools for schema markup.

Simply plugin and forget: AIOSEO.

If you don’t want to follow the above 4 steps to get, generate, point and paste schema code on your webpage just install “All in One SEO” AIOSEO. All in One SEO Pro offers complete support for schema markup so you can get more clicks and traffic with rich snippets.

You just have to fill in the details (Author, Organization, Company name, logo URL, etc) and not require to do anything. Besides Schema Mark-up, AIOSEO has

  • SEO custom user roles
  • Google News sitemaps
  • SEO Custom User roles
  • Social Media Integration
  • RSS content
  • On-page SEO Analysis tools
  • Local SEO tool function
  • Smart XML Sitemaps
  • Video SEO Sitemaps
  • WooCommerce SEO
  • Robot.txt Editor
  • SEO Audit Checklist
  • Schema Mark-up

So, why wait simply get the free version now and try it yourself. Download AIOSEO from here