Microdata schema.org of the site

You’ve probably noticed some unique search results where stars, reviews, lists, events, prices, or stock availability are displayed, making the site’s listing stand out more than others. This happens because the website is using schema markup for structured data, sending special signals to search engines.

Why is schema markup necessary for your website?

1. It standardizes data for search engines.
2. It allows search engines to display additional data in the search results via the snippet.
3. It facilitates data exchange between Google services (for example, Google Merchant Center for Google Shopping extensively uses schema markup).
4. It enriches search results, allowing users to get more information without needing to visit various websites.

Wouldn’t you agree that these types of results save users time by providing answers without the need to visit the site?

Schema markup provides more detailed search results, often called rich snippets.

In this article, we’ll cover the basics and fundamentals of schema markup, explaining its practical use, which is often overlooked on the official schema.org site.

Methods for implementing schema markup

On schema.org, you’ll notice that schema markup can be implemented in a few different ways:

➊ JSON-LD

This is the most favored method among developers because the markup is placed within a script and separated from the visible content. The structured data is pulled from variables, which typically don’t change if the design of the page is updated. The markup is usually stored in a block that doesn’t require frequent editing.

<script type="application/ld+json">
{
  "@context": "http://schema.org/",
  "@type": "Organization",
  "name": "Your Company Name",
  "url": "https://holostenko.ua/",
}
</script>

➋ Microdata

This method involves embedding schema markup directly within the HTML of the page. The downside is that you must carefully manage the markup when updating the site. This method is preferred by marketers because it’s easier to verify the logic of the markup.

  <p itemscope itemprop="organization" itemtype="http://schema.org/Organization">
  <a href="http://npr.org" itemprop="url">
    <span itemprop="name">Your Company Name</span></a> has a sponsor:
        <span itemprop="sponsor" itemscope itemtype="http://schema.org/Organization">
          <a itemprop="url" href="https://holostenko.ua/">
          <span itemprop="name">Your Company Name</span></a>
        </span>.
</p>
  

➌ RDFa

This is similar to microdata but requires that the data be visible to users.

<p vocab="http://schema.org/" typeof="Organization">
  <a href="http://npr.org" property="url">
  <span property="name">Your Company Name</span></a> has a sponsor,
  <span property="sponsor" typeof="http://schema.org/Organization">
    <a property="url" href="https://holostenko.ua/">
    <span property="name">Your Company Name</span></a>
  </span>.
</p>

Schema markup methodology

No matter which implementation method you choose, the basic methodology remains the same. You define the type of data and the object’s properties and values.

Data types

Some of the most common schema data types include:

• BreadcrumbList (breadcrumbs)
• Organization
• Article
• FAQPage (frequently asked questions)
• Product
• ItemList (product lists)
• AggregateRating (ratings)
• Review
• Ticket
• Event
• Each type of data is defined using type and itemscope.

Object properties

After defining the data type, you declare the properties and contents of the object. For example, if you're working with products, properties like price, date, name, availability, and product images are all essential.

These properties are usually defined using itemprop.

Object values

We mark the content of the object: what content will be sent to the search robot and will go into the snippet. For example, we mark the title of the article “name” and the value “Micro-markup for the site”.

Example of schema markup

<div itemscope itemtype="http://schema.org/Organization">

<meta itemprop="name" content="Your Company Name">

<meta itemprop="description" content="Company description">

<meta itemprop="image" content="https://holostenko.ua/images/logo-blue.jpg">

<meta itemprop="telephone" content="+38 (000) 000 00 00">

<meta itemprop="url" content="https://holostenko.ua/">

</div>

Note! No matter the format or method you choose, always define the data type first, followed by the properties and values.

Validating schema markup and managing display

Each search engine provides a tool for checking schema markup. Google has a Structured Data Testing Tool, which was updated in 2020.

In 2021, schema.org also launched its own validator at https://validator.schema.org/

Some key features include:

• URL validation;
• Code editing;
• Debugging;
• Previewing.

If a preview is available, then everything is set up correctly. There are isolated cases when there are errors and as a result, the micro-markup works. This is usually the case in markup with a large amount of data, where one error can be considered insignificant.

* Additionally, we share a portal for developers specifically on micro-markup, this portal is regulated by Search Console itself.

Schema markup in Google Search Console, indexing

Once schema markup is implemented on your site, Google’s search bots will start indexing this data. If problems are detected, you will be notified via email or in the Google Search Console’s coverage section.

Schema markup via Tag Manager: is it worth it?

In theory, yes, but only for basic use cases. Complex schemas, like product lists, require database parsing to extract prices, which Tag Manager can’t handle effectively. For complex elements, avoid using Tag Manager for schema markup.

Schema markup plugins and automation

Most CMS platforms, such as WordPress, OpenCart, Magento, and Joomla, offer automated schema markup plugins. However, these plugins are often only relevant when first created. Rarely are they updated, and outdated markup can cause errors.

Therefore, we recommend manual implementations and constant monitoring by SEO specialists for errors in Search Console.

Additionally, you can find the Google micro-markup wizard, which supposedly allows you to make micro-markup using a visual editor. But there is one but - in the end, the service gives out code that must be implemented into the site, which in 99% of cases does not fit with the site programming.

Our schema markup services

In our work, schema markup is part of our SEO promotion services, helping increase click-through rates, visibility, and site rankings. We provide clear technical specs and monitor for errors. For more details, contact our agency.