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11 min. read -
Trevin Shirey VP of Marketing -
Trevin serves as the VP of Marketing at WebFX. He has worked on over 450 marketing campaigns and has been building websites for over 25 years. His work has been featured by Search Engine Land, USA Today, Fast Company and Inc.
What is schema markup?
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The difference between schema markup and structured data
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Structured data is any code within your HTML that provides explicit hints that lets search engines understand and classify page content, as well as information about the publisher’s entity. -
Schema markup is structured data that has a standardized set of defined values and classes.
Encoding schema markup: What is Microdata, RDFa, and JSON-LD?
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RDFa (Resource Description Framework in Attributes) : RDFa was one of the earlier structured data notations that could be added throughout your HTML code, and though originally, it was quite complex, there have been revisions over the years that have made it less complex for publishers to implement. -
Microdata: Microdata encoding was originally promoted by Schema.org over RDFa because of RDFa’s complexity. Microdata has many elements similar to RDFa. Its notation system can be used throughout your HTML code much like RDFa, but in most cases, it’s mainly used within your HTML code’s <body> tag.
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JSON-LD (JavaScript Object Notation for Linked Data): JSON-LD is perhaps the structured encoding system that’s most used by site developers. It’s a little bit easier to use since all the schema vocabulary used for JSON-LD can be placed within your HTML code’s <script> tag rather than scattered throughout your HTML. This helps with organization and accuracy and is a big reason why both Schema.or g and Google are currently endorsing it. Another benefit is that Google can read any JSON-LD you happen to have embedded within your page’s JavaScript elements or widgets.
Why is schema markup important to SEO?
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Improves search engines’ ability to crawl your site: With schema, you’ll be telling search engines exactly what’s on your page. This process helps especially with local businesses by helping clarify information about their business, such as what they sell and how to contact them. -
Increases your site’s visibility on search pages: Schema markup adds more information to your organic results, making it more visible, attractive, and engaging to users. Schema boosts your SEO because users are more likely to click on your result than one without schema markup. With more clicks, you’ll rank higher in search results. -
Boosts your visitor’s user experience : The extra information allows users to make more informed decisions, so you’ll be getting more qualified traffic and boosting conversions.
An organic result without rich snippets:
An organic result with rich snippets:
How to implement schema markup to boost your SEO
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Complete SEO score -
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1. Find the page you want to add schema markup to
2. Test your site
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It helps you identify the schema markup you already have on the page (if any) -
It suggests schema markup that would be useful for your page -
It points out errors in your schema markup
3. Generate your schema markup
Need help? Let WebFX help you with your schema markup!
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Trevin serves as the VP of Marketing at WebFX. He has worked on over 450 marketing campaigns and has been building websites for over 25 years. His work has been featured by Search Engine Land, USA Today, Fast Company and Inc. -
WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more
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Table of Contents
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What is Schema Markup? -
The Difference Between Schema Markup and Structured Data -
Encoding Schema Markup: What is Microdata, RDFa, and JSON-LD? -
Why is Schema Markup Important to SEO? -
How to Implement Schema Markup to Boost Your SEO -
1. Find the Page You Want to Add Schema Markup to -
2. Test Your Site -
3. Generate Your Schema Markup -
Need Help? Let WebFX Help You with Your Schema Markup!
Optimize Your Website Faster with SEO.com
Try our new free SEO checker at SEO.com