{"id":165972,"date":"2023-09-01T00:07:07","date_gmt":"2023-09-01T05:07:07","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=165972"},"modified":"2023-09-01T00:07:10","modified_gmt":"2023-09-01T05:07:10","slug":"schema-markup","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/schema-markup\/","title":{"rendered":"Schema Markup: What It Is &amp; How to Implement It"},"content":{"rendered":"\n<div class=\"intro-txt\">Schema markup is code that helps search engines understand the information on a page. Google can use it to show <a href=\"https:\/\/ahrefs.com\/blog\/rich-snippets\/\">rich results<\/a> (also known as rich snippets), which can earn a page more clicks.<\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1052\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12.png\" alt=\"Examples of Google SERP result with and without schema markup, respectively\" class=\"wp-image-165982\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12-680x358.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12-768x404.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12-1536x808.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Here\u2019s a basic example of what <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=sJT3JwjF-TysJR16apiXeA\">the code<\/a> can look&nbsp;like:<\/p>\n\n\n\n<p><code>&lt;script type=\"application\/ld+json\"&gt;<\/code><\/p>\n\n\n\n<p><code>{&nbsp;<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"@context\": \"http:\/\/schema.org\/\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"@type\": \"Movie\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"name\": \"Barbie\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"dateCreated\": \"2023-07-21\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"image\": \"https:\/\/m.media-amazon.com\/images\/M\/MV5BOWIwZGY0OTYtZjUzYy00NzRmLTg5YzgtYWMzNWQ0MmZiY2MwXkEyXkFqcGdeQXVyMTUzMTg2ODkz._V1_.jpg\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;\"director\":&nbsp;<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;&nbsp;&nbsp;{&nbsp;<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\"@type\": \"Person\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\"name\": \"Greta Gerwig\",<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\"birthDate\": \"1983-08-04\"<\/code><\/p>\n\n\n\n<p><code>&nbsp;&nbsp;&nbsp;&nbsp;}<\/code><\/p>\n\n\n\n<p><code>}<\/code><\/p>\n\n\n\n<p><code>&lt;\/script&gt;<\/code><\/p>\n\n\n\n<p>You can see that, unlike the words on a page, schema is a form of structured data. Its standardized format means there\u2019s no chance of Google misinterpreting it. That\u2019s why Google uses it for rich results.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn about the different types of schema you can use, when to add it, and&nbsp;how.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Types of schema markup\" data-section=\"types-of-schema-markup\">\n\n\n\n<h2 class=\"wp-block-heading\">Types of schema markup<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Schema can be used to enhance many different types of content. There are 803 types of schema listed on <a href=\"https:\/\/schema.org\/docs\/schemas.html\">Schema.org<\/a> at the moment, but Google only supports a handful of these, according to <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/search-gallery\">its website<\/a>. Google hinted it <a href=\"https:\/\/twitter.com\/lilyraynyc\/status\/1195156007841865729?s=20\">may support more formats in the future<\/a>, though.<\/p>\n\n\n\n<p>Here are a few examples of the types of markup Google supports that you can add to your website:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Article&nbsp;<\/li>\n\n\n\n<li>Breadcrumb&nbsp;<\/li>\n\n\n\n<li>Carousel<\/li>\n\n\n\n<li>Course<\/li>\n\n\n\n<li>Event<\/li>\n\n\n\n<li>Fact Check<\/li>\n\n\n\n<li>FAQs&nbsp;<\/li>\n\n\n\n<li>HowTo&nbsp;<\/li>\n\n\n\n<li>Image Metadata<\/li>\n\n\n\n<li>Job Posting<\/li>\n\n\n\n<li>Local Business&nbsp;<\/li>\n\n\n\n<li>Logo&nbsp;<\/li>\n\n\n\n<li>Movie<\/li>\n\n\n\n<li>Product&nbsp;<\/li>\n\n\n\n<li>Recipe&nbsp;<\/li>\n\n\n\n<li>Review&nbsp;<\/li>\n\n\n\n<li>Sitelinks search box<\/li>\n\n\n\n<li>Video<\/li>\n<\/ul>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> <a href=\"https:\/\/developers.google.com\/search\/blog\/2023\/08\/howto-faq-changes\">Google significantly reduced visibility<\/a> for HowTo and FAQs rich results on August 8, 2023. FAQ results will now only be shown for well-known, authoritative government and health sites. HowTo rich results will now only be shown for desktop users.<\/div>\n\n\n\n<p>Let\u2019s take a more detailed look at the most common types of markup you can add to your&nbsp;site.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Article<\/h3>\n\n\n\n<p>Article schema can be added to your news, blog, or sports article pages to help Google better understand your&nbsp;page.&nbsp;<\/p>\n\n\n\n<p>There are two <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/article\">documented<\/a> benefits of adding Article schema:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It helps Google to show better title text, images, and date information.<\/li>\n\n\n\n<li>It tells Google \u201cmore explicitly what your content is&nbsp;about.\u201d<\/li>\n<\/ul>\n\n\n\n<p>The inference here is by adding Article schema to your content, it may be shown for more relevant queries.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example of what the <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=3Jp550lalbHMJuk72b_BMA\">Article schema<\/a> can look&nbsp;like.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/article\">Google Article Structured Data Documentation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/schema.org\/Article\">Schema.org Article Structured Data Documentation<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Product&nbsp;<\/h3>\n\n\n\n<p>Adding Product markup means users can see the price, availability, review ratings, shipping information, and more in the search results. Product markup is useful for e-commerce stores, as it can give potential customers a more detailed view of the product before they even enter your website.<\/p>\n\n\n\n<p>Product rich results can look like&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1074\" height=\"412\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-13.png\" alt=\"Product rich results example, via google.com\n\" class=\"wp-image-165983\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-13.png 1074w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-13-680x261.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image3-13-768x295.png 768w\" sizes=\"auto, (max-width: 1074px) 100vw, 1074px\"><\/figure>\n\n\n\n<p>Here\u2019s an example of what the <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=9XgtIW1CFANNL4DbXkW2fw\">Product schema<\/a> can look&nbsp;like.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/product\">Google Product Structured Data Documentation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/schema.org\/Product\">Schema.org Product Structured Data Documentation<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Local Business<\/h3>\n\n\n\n<p>Local Business markup enables Google to understand your business. Adding schema allows Google to show your business hours, different departments in your business, and&nbsp;more.<\/p>\n\n\n\n<p>Local Business rich results can look like&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-15-1.jpg\" alt=\"Local Business example, via google.com\n\" class=\"wp-image-165985\" style=\"object-fit:cover;width:500px;height:648px\" width=\"500\" height=\"648\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-15-1.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image2-15-1-328x425.jpg 328w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\"><\/figure>\n\n\n\n<p>Here\u2019s an example of what the code for a <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=1k4dvHn8cXP0Wta_vOZJGw\">Local Business listing<\/a> can look&nbsp;like.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/local-business\">Google Local Business Structured Data Documentation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/schema.org\/LocalBusiness\">Schema.org Local Business Structured Data Documentation<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Sitelinks search box<\/h3>\n\n\n\n<p>Adding Sitelink markup means searchers of your website will see related links of your important pages when searching for your brand on Google.<\/p>\n\n\n\n<p>Here\u2019s what a rich result for Sitelink markup looks&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1002\" height=\"726\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-12.png\" alt=\"Sitelinks search box example, via google.com\n\" class=\"wp-image-165987\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-12.png 1002w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-12-587x425.png 587w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image13-12-768x556.png 768w\" sizes=\"auto, (max-width: 1002px) 100vw, 1002px\"><\/figure>\n\n\n\n<p>Here\u2019s an example of what the <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=o2iXfRn2hyFzcpam6R9bDA\">Sitelinks search box schema<\/a> can look&nbsp;like.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/sitelinks-searchbox\">Google Sitelinks Structured Data Documentation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/schema.org\/WebSite\">Schema Sitelinks Structured Data Documentation<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Event<\/h3>\n\n\n\n<p>Event rich results are one of the best ways to get more attention for your upcoming events, whether online or offline. Event rich results feature prominently within Google search results.<\/p>\n\n\n\n<p>Here\u2019s an example of what the Event rich result can look&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"840\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-13.png\" alt=\"Event schema example, via google.com\n\" class=\"wp-image-165988\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-13.png 1080w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-13-546x425.png 546w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image9-13-768x597.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\"><\/figure>\n\n\n\n<p>Here\u2019s an example of what schema for a <a href=\"https:\/\/search.google.com\/test\/rich-results\/result?id=dy0Gp_znFfb68d6Smk8b4g\">physical location Event<\/a> can look&nbsp;like.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/event\">Google Event Structured Data Documentation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/schema.org\/Event\">Schema.org Event Structured Data Documentation<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to add schema markup to your website\" data-section=\"how-to-add-schema-markup-to-your-website\">\n\n\n\n<h2 class=\"wp-block-heading\">How to add schema markup to your website<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>All websites should add basic schema, but only add the schema that\u2019s most appropriate for your website.&nbsp;<\/p>\n\n\n\n<p>Not sure what to&nbsp;add?&nbsp;<\/p>\n\n\n\n<p>Here are some basic examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>E-commerce websites<\/strong> \u2013 Add Product, Breadcrumb, Person\/Organization schema.<\/li>\n\n\n\n<li><strong>Blogs or news websites<\/strong> \u2013 Add Article, Breadcrumb, Person\/Organization schema.<\/li>\n<\/ul>\n\n\n\n<p>Or if you have a more topically focused website, you can add more specific schema types. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Food websites <\/strong>\u2013 Add Recipe schema.<\/li>\n\n\n\n<li><strong>Recruitment website<\/strong> \u2013 Add Job Posting schema.<\/li>\n<\/ul>\n\n\n\n<p>So how can you add schema?<\/p>\n\n\n\n<p>The good news is that most modern website content management systems (CMSes) can add basic schema implementation right out of the&nbsp;box.<\/p>\n\n\n\n<p>Generally speaking, if you use a popular CMS like Wix or Webflow, it\u2019s just a matter of tweaking the schema settings to your preferences.<\/p>\n\n\n\n<p>If you use WordPress, you can opt for a plugin like Yoast SEO. When you sign up, part of the onboarding process involves adding Organization or Person schema.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1318\" height=\"840\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image15-12.png\" alt=\"Onboarding Organization\/Person schema, via Yoast SEO\n\" class=\"wp-image-165990\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image15-12.png 1318w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image15-12-667x425.png 667w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image15-12-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image15-12-768x489.png 768w\" sizes=\"auto, (max-width: 1318px) 100vw, 1318px\"><\/figure>\n\n\n\n<p>Once you\u2019ve completed onboarding, you can click on the \u201cSchema\u201d tab within a post, and you\u2019ll be able to tweak the settings further. By default, the schema page type is set to \u201cWeb Page,\u201d and the post type is set to \u201cArticle.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1230\" height=\"930\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image16-9.png\" alt=\"Yoast schema settings, via Yoast SEO plugin\n\" class=\"wp-image-165992\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image16-9.png 1230w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image16-9-562x425.png 562w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image16-9-768x581.png 768w\" sizes=\"auto, (max-width: 1230px) 100vw, 1230px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>For more detailed guidance, check out <a href=\"https:\/\/yoast.com\/help\/implementing-schema-with-yoast-seo\/\">Yoast\u2019s guide<\/a>. If you don\u2019t use WordPress and use a platform like Wix or Webflow, check out the schema markup guides below.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/support.wix.com\/en\/article\/customizing-your-seo-settings-1420929#customizing-your-structured-data-markup\">Wix guide<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/weblow-cms-structured-data.webflow.io\/blog-posts\/add-structured-data-to-your-blog-posts-with-webflow-cms\">Webflow guide<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Another method to add schema to your website is by manually adding the code yourself.&nbsp;<\/p>\n\n\n\n<p>Although this method enables total customization of schema on your website, it\u2019s worth seeking advice from an <a href=\"https:\/\/ahrefs.com\/blog\/seo-consultant\/\">SEO consultant<\/a> or developer before you get started, especially if you\u2019re not confident with&nbsp;code.<\/p>\n\n\n\n<p>Schema markup code can be generated in three different languages: microdata, RDFa, and JSON-LD.<\/p>\n\n\n\n<p>Even though Google supports all three languages, it recommends you use JSON-LD (Javascript Object Notation for Linked Objects), as it\u2019s <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/intro-structured-data#supported-formats\">less prone to user errors<\/a>.<\/p>\n\n\n\n<p>This has also been confirmed separately by John Mueller.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We currently prefer JSON-LD markup. I think most of the new structured data that are kind of come out for JSON-LD first. So that\u2019s what we prefer.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"John Mueller\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/1516281845299-1.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">John Mueller,<\/span> <span class=\"quote-author-job\">Senior Search Analyst <a href=\"https:\/\/google.com\/\" target=\"_blank\">Google<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>You can generate the raw JSON-LD code yourself using a tool like <a href=\"https:\/\/technicalseo.com\/tools\/schema-markup-generator\/\">Merkle\u2019s Schema Markup Generator<\/a>, <a href=\"https:\/\/www.google.com\/webmasters\/markup-helper\/\">Google\u2019s Structured Data Markup Helper<\/a>, or even <a href=\"https:\/\/twitter.com\/lilyraynyc\/status\/1672206990678925312?s=20\">ChatGPT<\/a>. I\u2019m going to use Merkle\u2019s schema generator to generate my&nbsp;code.&nbsp;<\/p>\n\n\n\n<p>To do this, head to the schema generator and select the type of schema you want to generate. I\u2019ve chosen <strong>Event.<\/strong>&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1088\" height=\"610\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-15.jpg\" alt=\"Schema Markup Generator JSON-lD, via technicalseo.com\n\" class=\"wp-image-165994\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-15.jpg 1088w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-15-680x381.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image12-15-768x431.jpg 768w\" sizes=\"auto, (max-width: 1088px) 100vw, 1088px\"><\/figure>\n\n\n\n<p>Then add the information into the required fields. I\u2019ve added a fictional SEO conference as an example.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-12.jpg\" alt=\"Event schema generation, via technicalseo.com\n\" class=\"wp-image-165996\" style=\"object-fit:cover;width:490px;height:546px\" width=\"490\" height=\"546\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-12.jpg 980w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-12-381x425.jpg 381w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image11-12-768x856.jpg 768w\" sizes=\"auto, (max-width: 490px) 100vw, 490px\"><\/figure>\n\n\n\n<p>Once you\u2019ve created the JSON-LD code, add it to either the <code>&lt;head&gt;<\/code> or the <code>&lt;body&gt;<\/code> of the page you want it on. <a href=\"https:\/\/youtu.be\/lI6EtxjoyDU\">Google has confirmed either is fine<\/a>. If you are technically minded, you can even inject the code <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/generate-structured-data-with-javascript\">using Javascript<\/a> with Google Tag Manager.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to validate your schema markup\" data-section=\"how-to-validate-your-schema-markup\">\n\n\n\n<h2 class=\"wp-block-heading\">How to validate your schema markup<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>To check a single page\u2019s schema markup, you can use the <a href=\"https:\/\/validator.schema.org\/\">Schema Validator<\/a> or <a href=\"https:\/\/search.google.com\/test\/rich-results\">Google\u2019s Rich Results Test<\/a> tool.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve already installed Ahrefs\u2019 <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/ahrefs-seo-toolbar-on-pag\/hgmoccdbjhknikckedaaebbpdeebhiei\">SEO Toolbar<\/a>, you\u2019ll find links to these tools in the \u201cStructured data\u201d&nbsp;tab.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1348\" height=\"1128\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-13.jpg\" alt=\"Structured data showing JSON-LD schema, via Ahrefs' SEO Toolbar\n\" class=\"wp-image-165997\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-13.jpg 1348w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-13-508x425.jpg 508w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image1-13-768x643.jpg 768w\" sizes=\"auto, (max-width: 1348px) 100vw, 1348px\"><\/figure>\n\n\n\n<p>If you click through to the Rich Results Test, it\u2019ll run a test and list any errors. You can click on the test result to get more details about that&nbsp;issue.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image14-9.png\" alt=\"Google's Rich Results Test tool\n\" class=\"wp-image-165998\" style=\"object-fit:cover;width:500px;height:488px\" width=\"500\" height=\"488\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image14-9.png 1000w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image14-9-435x425.png 435w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image14-9-768x750.png 768w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\"><\/figure>\n\n\n\n<p>Google\u2019s <a href=\"https:\/\/search.google.com\/test\/rich-results\">Rich Results Test<\/a> tool is useful to validate schema on a page-by-page basis where Google\u2019s rich results can appear. But if you want to check the status of all your rich results, you\u2019ll need to use Google Search Console.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example of me reviewing valid <strong>Review snippets <\/strong>for a small website using Google Search Console.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1898\" height=\"1300\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-13.png\" alt=\"Valid items rich results, via Google Search Console\n\" class=\"wp-image-166000\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-13.png 1898w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-13-621x425.png 621w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-13-768x526.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image5-13-1536x1052.png 1536w\" sizes=\"auto, (max-width: 1898px) 100vw, 1898px\"><\/figure>\n\n\n\n<p>Although this is useful, the problem with both the Rich Results Test tool and Google Search Console is that they only check schema markup that powers rich results, which is not the only benefit of schema markup.<\/p>\n\n\n\n<p>If you want to check all the schema on your website, you\u2019ll need to use <a href=\"https:\/\/validator.schema.org\/\">Schema.org\u2019s Markup Validator<\/a> for single pages. You can access this tool through Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a> by clicking on the \u201cValidate\u201d button.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1352\" height=\"374\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-13.png\" alt=\"Ahrefs' SEO Toolbar validation showing Schema Markup Validator\n\" class=\"wp-image-166002\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-13.png 1352w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-13-680x188.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image10-13-768x212.png 768w\" sizes=\"auto, (max-width: 1352px) 100vw, 1352px\"><\/figure>\n\n\n\n<p>And for a total website check, you can use Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>, which you can access for free by signing up for <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools (AWT)<\/a>.&nbsp;<\/p>\n\n\n\n<p>Once you\u2019ve run your audit, head over to the <strong>All issues<\/strong> report in <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>. If there are any structured data issues, you\u2019ll see a message like the one below in the list of issues.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"204\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-14.png\" alt=\"Structured data has schema.org validation error message in All issues report, via Ahrefs' Site Audit\n\" class=\"wp-image-166004\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-14.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-14-680x69.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-14-768x78.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image6-14-1536x157.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Clicking on this issue will show all instances of structured data issues on your website. There are 1,332 results in this example. I like to prioritize fixes for pages by sorting \u201cOrganic traffic\u201d from high to&nbsp;low.&nbsp;<\/p>\n\n\n\n<p>To do this, click on the \u201cOrganic traffic\u201d header, and then click on \u201cView issues\u201d in the \u201cStructured data issues\u201d column to get more detail about the&nbsp;issue.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1696\" height=\"778\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-14.png\" alt=\"Structured data issues report, via Ahrefs' Site Audit \n\" class=\"wp-image-166006\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-14.png 1696w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-14-680x312.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-14-768x352.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image7-14-1536x705.png 1536w\" sizes=\"auto, (max-width: 1696px) 100vw, 1696px\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1318\" height=\"818\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-12.png\" alt=\"Structured data report, via Ahrefs' Site Audit\n\" class=\"wp-image-166008\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-12.png 1318w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-12-680x422.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image8-12-768x477.png 768w\" sizes=\"auto, (max-width: 1318px) 100vw, 1318px\"><\/figure>\n\n\n\n<p>We can see in this particular example there are three errors and one warning. We\u2019ll need to fix these issues first and then recheck them.&nbsp;<\/p>\n\n\n\n<p>Rather than instantly running another crawl straight away, it\u2019s a good idea to use the <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/ahrefs-seo-toolbar-on-pag\/hgmoccdbjhknikckedaaebbpdeebhiei\">SEO Toolbar<\/a> to spot-check your changes.<\/p>\n\n\n\n<p>Your rich results won\u2019t show until Google has recrawled your site, which can take a few days\u2014and even then, there\u2019s no guarantee they\u2019ll show in Google\u2019s search results.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/JohnMu\/status\/1380803534971604992?s=20\n<\/div><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Tip<\/div><div class=\"recommendation-content\">\n\n\n\n<p>If you want to speed things up for your most important pages, you can <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9012289#request_indexing\">submit your URL<\/a> for reindexing using Google Search Console.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you\u2019ve done everything above and are still having trouble, there may be a site quality issue.&nbsp;<\/p>\n\n\n\n<p>Here are some of the most common reasons your structured data may not&nbsp;show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s misleading and doesn\u2019t represent the main content of the&nbsp;page.<\/li>\n\n\n\n<li>Google may think a text result is best for your content.<\/li>\n\n\n\n<li>The page doesn\u2019t meet <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/sd-policies\">Google\u2019s structured data guidelines<\/a>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Schema markup is a great way for you to claim more SERP real estate and improve your website\u2019s CTR.&nbsp;<\/p>\n\n\n\n<p>It takes a bit of work to set it up. But with many CMSes making it easy to add schema to your site in a few clicks, it\u2019s not as difficult as it used to&nbsp;be.&nbsp;<\/p>\n\n\n\n<p>Got more questions? Ping me <a href=\"https:\/\/twitter.com\/chris_at_b449\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s a basic example of what the code can look&nbsp;like: &lt;script type=\u201capplication\/ld+json\u201d&gt; {&nbsp; &nbsp;&nbsp;\u201c@context\u201d: \u201chttp:\/\/schema.org\/\u201d, &nbsp;&nbsp;\u201c@type\u201d: \u201cMovie\u201d, &nbsp;&nbsp;\u201cname\u201d: \u201cBarbie\u201d, &nbsp;&nbsp;\u201cdateCreated\u201d: \u201c2023-07-21\u201d, &nbsp;&nbsp;\u201cimage\u201d: \u201chttps:\/\/m.media-amazon.com\/images\/M\/MV5BOWIwZGY0OTYtZjUzYy00NzRmLTg5YzgtYWMzNWQ0MmZiY2MwXkEyXkFqcGdeQXVyMTUzMTg2ODkz._V1_.jpg\u201d, &nbsp;&nbsp;\u201cdirector\u201d:&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;{&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\u201c@type\u201d: \u201cPerson\u201d, &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\u201cname\u201d: \u201cGreta Gerwig\u201d, &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;\u201cbirthDate\u201d: \u201c1983-08-04\u201d &nbsp;&nbsp;&nbsp;&nbsp;} } &lt;\/script&gt; You can see that, unlike<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":178,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[437],"class_list":["post-165972","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Schema Markup: What It Is &amp; How to Implement It<\/title>\n<meta name=\"description\" content=\"Learn what schema markup is, the different types you can use, when to add it, and more in our easy-to-follow guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Schema Markup: What It Is &amp; How to Implement It\" \/>\n<meta property=\"og:description\" content=\"Learn all about it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-01T05:07:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-01T05:07:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/image4-12.png\" \/>\n<meta name=\"author\" content=\"Chris Haines\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Learn all about it.\" \/>\n<meta name=\"twitter:creator\" content=\"@chris_at_b449\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/schema-markup\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/schema-markup\\\/\"},\"author\":{\"name\":\"Chris Haines\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/9afb394ccc6e0e19c199d26984a8b0b2\"},\"headline\":\"Schema Markup: What It Is &amp; 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