Intro to Schema

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What Is Schema?

Schema: A representation/outline of an object.

A schema is a blueprint of an object. The database is constructed to show how the data of the particular object was organized. It is the skeletal structure showcasing the bare bones of something.

There are many other names for schema, including rich snippets, structured data, rich results, microdata, and semantic markup.

Schema is all the parts that make up the object. For example, the schema of a bird includes feathers, a beak, and claws or talons. It is a schematic diagram of the individual elements that make up the whole. was created when Google, Bing, Yandex, and Yahoo joined forces in 2011, a rare occurrence. Together, they developed a global standard vocabulary to help them better understand the content on the web.

To implement schema on a site, certain vocabulary and tags (microdata) are added to the HTML code on the site. Schema markup is entered on the backend of the website.

The schema formats that are currently supported are:

  • JSON-LD (Google recommended)
  • Microdata
  • RDFa

Schema tells the search engines what your data means. This way, they return the results in a different manner than if they had just been added to the meta description of the page through a plugin.

It tells search engines what the content means and adds relevancy to the result.

There are many types of schema markup that a site can use, including the following:

  • Small/Local business schema
  • Organization schema (Org schema)
  • Rating schema

Hundreds upon hundreds of schema markups exist, such as product & offer schema, breadcrumbs, article schema, video schema, event schema, etc.

However, the three listed are the most commonly used for local companies.

The common methods to embed the generated schema on the website are manually inserting the code, through plugins, or by using Google Tag Manager.

This schema gets crawled by search engine bots and help engines identify what to display in the results. The users will then be shown this information when they come across the result.

Schema is important because it brings additional value to the search result for viewers

Recommended Tools 

Google Rich Results Test – Test if a page supports rich results

Google Structured Data Markup Helper – Add schema to a sample webpage

Google Tag Manager – Add schema from the outside

SEO Site Checkup Structured Data Test – Check for schema availability

Google Structured Data Testing Tool – Test if a schema is working properly

DigitalBull GO – The world’s #1 GMB audit and optimization tool!

For more on Schema, read our article on Optimizing Schema.

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