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Schema markup: what it is and how it can help your website

What is schema markup, what types exist, and how to implement it with examples

4 min read

What is schema markup?

Schema markup is a structured way to tag data on a website so that search engines better understand the content. In other words: it tells search engines what your data means. This not only makes it easier to classify your content, but it also improves the appearance of your search results, and a richer result increases the likelihood that users will click on your link.

For a small business looking to stand out online, schema is a real competitive advantage. With over 20 years in the industry, I can focus on personalization and individualized attention, and leave your website's schema tailored to your needs and goals.

Advantages of schema markup

The first advantage is visibility: by providing more accurate information about your content, your website is more likely to rank higher in search results, which can lead to an increase in organic traffic.

The second is user experience: schema offers additional, enriched information directly in the results—ratings, reviews, prices, and other relevant data. A more complete listing attracts more visitors and increases the likelihood that they will become satisfied customers.

And an honest caveat: schema helps, but it is not the only factor. Page load speed also matters, and it's worth measuring it from time to time, as I explain in Why run a speed test?

Most relevant schema types

Schema covers a wide range of types, but some are particularly relevant in digital marketing and web design: products, events, reviews, and local organizations. If your business has a physical location, local organization schema is essential to stand out in local searches.

Most common schema markup

The most common types to improve online visibility:

  1. Product schema: essential if you sell products online. It displays detailed information—name, price, availability, ratings, and reviews—directly in search results.

  2. Event schema: if you organize conferences, workshops, or presentations, it allows search engines to display the date, time, and location, which boosts attendance and engagement.

  3. Review schema: reviews and ratings are key to gaining users' trust. This schema displays them directly in the results and influences the click decision.

  4. Local organization schema: if your business is based on a physical location, a store, or an office, it helps search engines understand the exact location and display relevant information: opening hours, contact details. Key to attracting local customers.

  5. Service schema: if you offer services instead of products, it lets you specify what you offer, with detailed descriptions and prices, to help users make up their minds.

  6. Video product schema: if you offer video content, it allows you to show video thumbnails in the results and attract a wider audience.

The choice depends on the type of business and the goals. As a web design and digital marketing expert, I can help you select the most suitable ones to highlight your brand's identity and values.

How to implement schema markup

It may seem complicated at first glance, but it is a manageable process, especially with concrete code examples. Schema is used in JSON-LD format (data written as structured text, inside a <script>). Here are three:

Example of product schema markup:

This code is placed in the HTML section of the web page and defines a product with its name, image, description, brand, and offer details.

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "image": "Product Image URL",
  "description": "Product Description",
  "brand": {
    "@type": "Brand",
    "name": "Brand Name"
  },
  "offers": {
    "@type": "Offer",
    "price": "Product Price",
    "priceCurrency": "EUR",
    "availability": "InStock"
  }
}
</script>

Example of schema markup for a local organization:

This code defines a local organization with its name, address, phone number, price range, and link to the website.

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "LocalBusiness",
  "name": "Business Name",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Business Address",
    "addressLocality": "City",
    "addressRegion": "Region",
    "postalCode": "Postal Code"
  },
  "telephone": "Business Phone Number",
  "priceRange": "Price Range",
  "url": "Business Website URL"
}
</script>

Example of schema markup for services:

This code establishes a service with its name, description, and service provider (the company).

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Service",
  "name": "Service Name",
  "description": "Service Description",
  "provider": {
    "@type": "LocalBusiness",
    "name": "Company Name"
  }
}
</script>

To implement them, each code must be placed on the relevant pages of the site. You can do it manually if you have technical knowledge, or rely on a web design and digital marketing professional, like me, to customize it according to your needs and brand values. Correct schema implementation is crucial to improve visibility and attract your target audience.

Common challenges in schema implementation

It's understandable that you may run into challenges, especially if you're just starting out. Online competition and limited resources may seem like obstacles, but with affordable, tailored solutions they can be overcome. And if you're reviewing the technical health of your website, take the opportunity to also look at the security headers, which I explain in Why you should add security headers to your site: another invisible detail that makes a difference.