What is schema markup?

Schema markup is a type of data that enables search engines to easily read and interpret information on web pages, which can then be used to display snippets of information on search results that is relevant for users.


What type of data can be marked up?

Types of data that can be displayed using schema data is extensive. There is data markup for…


Local businesses


TV episodes and ratings

Book Reviews


Software Applications




The data can range from phone number to location details to opening hours, review information and much more. The full extent of data that can be communicated to search engines can be found at schema.org.


How does schema markup help search rankings?

At this point in time, schema markup is not a direct ranking factor for Google search. However, schema markup, much like meta-description text provides valuable information in users in search results. This information can improve the click-through rate of users in search results directing more people to your website.

Improved click-through rate will also then contribute to improved ranking results as click-through rate is a ranking factor for Google search. On this basis, schema markup can indirectly then benefit a site to achieve better ranking results.


How to apply schema markup to a website?

There are many ways in which schema markup can be implemented on the pages of a website. Currently, the way we like to implement schema markup data is to first generate it using a schema markup generator. A generator that we use is can be found here – schema markup generator.

Secondly, once schema markup code has been generated, it can be easily applied to a website by using Google Tag Manager. For more information on how to use Google Tag Manager to apply code to the webpages of a site, visit here – how to use Google Tag Manager.


Do I Have to Markup Every Property on Every Page?

While it is not necessary, and at times highly impractical to markup every property on every page of a website, the more properties you do markup on the more pages, the clearer the nature and purpose of your site’s content will be to the search engines. We would advise that schema markup be applied to all targeted pages of a website for SEO purposes.


How can I check that schema markup has been implemented properly?  

Once schema markup has been applied, you can easily check if it has been done properly by using Google’s Structured Data Testing Tool and entering the URL of the page to check. This tool will enable you to see the properties marked up as how Google would see it.