How to Boost Your SEO by Using Schema Markup?

Being a website owner or developer, one should know about the importance of website schema tags, which need to be implemented on a website for better SERP (Search Engine Results Pages) results. In Search Engine Optimization (SEO), there are several tasks, which involve website health check/audit, Onpage SEO, Off page SEO promotions, local SEO & social media optimization (SMO). People usually term these different branches of search engine optimization into 3 sections, which include Onpage SEO, Offpage SEO & Website Audit.

What is Structured Data?

It is a code that holds values or information related to the website. It can be a business address, website URL, phone, social media profiles, stock statistics, etc. Schema code is a standard data implementation format, which belongs to Developers usually implement this code either on a related page or on the whole website with or without using plugins (WordPress).

Below attached is the organization/business schema result on Google when searching for “Google”.

This code can contain static as well as dynamic values.
For example:
Static information: Website URL, physical address, phone number, etc.
Dynamic information: Real-time stock data.

Why Use Schema?

The idea behind the Schema is to provide search engines & users more information about the business with the help of a website URL.
This information can be of various types:

• Reviews & Ratings
• Date
• Price of product
• Business address, business phone
• Organization knowledge graph
• Article information on a website
• News

How can it boost your SEO?

As we know that in Schema code, all the business information resides so search engines always (Google specifically) look for maximum information, providing procedures when a user searches some related query.

For example: Query is “Google” on Google search engine.
As you can see in image 1.1 attached above shows that searching Google on a search engine, it shows the information, which hasn’t been even available on the homepage of itself.
This code can be added manually or can be customized/generated with the help of tools and plugins.

Coding Standards of Schema Code:

There are 4 types of coding formats available in schemas. The information shared below can clear your doubts about 4 schema codes in trend these days.

1. JSON:

It’s the most recommended coding format of schema code and can be used on almost all the plugins, which allow you to customize your codes. Its coding language is JavaScript Object Notations.

2. MicroData:

Every schema is the same in terms of providing information to search engine & organic visitors but only language format can be different in all the above and below cases. The language for coding is HTML (Hypertext Markup Language).

For example:

<div =”//”>

<div =”seller” =”//”>

<b =”name”>ACME Supplies</b>


<div =”customer” =”//”>

<b =”name”>Jane Doe</b>


<div =”orderedItem” =”//”>

Item number: <span =”orderItemNumber”>abc123</span>

<span =”orderQuantity”>1</span>

<div =”orderedItem” =”//”>

<span =”name”>Widget</span>


<link =”orderItemStatus” href=”//” />Delivered

<div =”orderDelivery” =”//”>




<div =”orderedItem” =”//”>

Item number: <span =”orderItemNumber”>def456</span>

<span =”orderQuantity”>4</span>

<div =”orderedItem” =”//”>

<span =”name”>Widget accessories</span>


<link =”orderItemStatus” href=”//” />Shipped

<div =”orderDelivery” =”//”>

<time =”expectedArrivalFrom”>2015-03-15</time>

<time =”expectedArrivalUntil”>2015-03-18</time>




3. RDFa:

Based on HTML completely, you can write your code in the same format.

4. Without Markup:

It is just a layout for schema text to be added in between the code (in JSON, RDFa & HTML).

An example of an order for multiple items, shipped separately.

ACME Supplies

Customer: Jane Doe


Item abc123: 1 Widget: delivered 2015-03-10

Item def456: 3 Widget accessories: shipped 2015-03-12

Components of a schema code for Business/Organization in JSON format:

<script type=”application/ld+json”>


“@context”: “//”,

“@type”: “Organization”,                       /* Type of schema*/

“address”: {

“@type”: “PostalAddress”,                /* Type of address*/

“addressLocality”: “Paris, France”,

“postalCode”: “F-75002”,

“streetAddress”: “38 avenue de l’Opera”


“email”: “secretariat(at)”,  /* Contact Info.*/

“faxNumber”: “( 33 1) 42 68 53 01”,

“member”: [


“@type”: “Organization”



“@type”: “Organization”



“alumni”: [                             /* Extra Details*/


“@type”: “Person”,

“name”: “Jack Dan”



“@type”: “Person”,

“name”: “John Smith”



“name”: “ (GOOG)”,

“telephone”: “( 33 1) 42 68 53 00”



How To Add Structured Data To Your Website:

Schema code can be generated using tools and can also be implemented directly from plugins by filling business details.

With Yoast Plugin for WordPress Website:

If you are familiar with the Yoast SEO plugin, it can generate organization code & will also implement it directly from the Yoast SEO dashboard. You just need to fill business information shown below and 1 company logo should be there for the knowledge graph.

Step To Be Followed To Generate A Custom Schema Code:

Step 1: Search for on a search engine, after opening the searched website open “Schemas” section from the navigation menu on the website.

Step 2: After opening the “Schemas” section from the homepage, find the Schema type you want to customize for your website.

Step 3: After opening the Schema type, scroll down, and search for the code on the same page. See the attached image below. All the available Schema codes have been shown in the image. You have to choose the best among the best, so we suggest JSON & Microdata formats. You can choose whatever you like.

Step 4: Customize your code on some required fields between codes. Edit it on your text editor by replacing some information with yours.

Step 5: Open Structured data testing tool by Google
Paste your edited code in code snippet section and click “Run test”.
It will show you an error and warning available in your code if available fix here and use in your website.

Step 6: Implement your code on your website with the help of a plugin called (For WordPress only).
So, this was all about boosting your SEO by using schema markup! Let us know in comments what you think about this piece!

One Comment

Leave a Reply

Your email address will not be published. Required fields are marked *