What is the Recommended Format For Implementing Schema Markup?


    If you want to effectively optimize your webpages for search engines, it is essential to comprehend the value of schema markup. This coding aids search engines in comprehending a website’s content. By adding schema codes to your pages, you can enhance your SEO results, plus advance your search engine rating. Even though schema markup has numerous benefits, its application also brings certain challenges. The most common battle is working out where to precisely include the schema codes. Fortunately, you can rely on the recommended structure for implanting your schema codes to ensure that your website is indexed and stays high in search engine rankings.

    Schema markup is a semantic vocabulary that you embed on your website in order to help search engines offer up clearer outcomes for users. This code gives search engines the capacity to interpret the substance on your web pages and show it in an optimized format, like rich snippets. It can illustrate reviews, events, people, businesses, items, and more. It is a sub-unit of structured data which allows computers to comprehend content quickly. Including this type of code in web pages adds more detail which supports search engine bots to interpret your content suitably. It may provide information such as what your page is titled, contact details, what kind of product or service is being suggested, and more.

    Including this data on your web pages lets search engines know which words and expressions they should think about when organizing your website. Schema can help search engines display your website more effectively in search engine result pages, which ultimately brings more visits to your site and leads. Even though there are many advantages to using schema, one issue should be made clear to everyone – figuring out where to put the code and which tags to use to make sure search engines comprehend the code correctly can be challenging.

    Types of Schema Markups

    Types of Schema Markups

    Schema markup is an indispensable aid for both B2B and B2C companies to enable search engines to more accurately appreciate the information being presented. Varied kinds of schema markups are available, and each provides special advantages and applications. Here is a compilation of the most utilized types of schema markups that B2B and B2C companies should take advantage of: 

    ✔️Article schema: Article schema allows search engines to recognize content such as news articles, blogs, or other frequent postings. 

    ✔️ Event schema: Event schema helps search engines detect events such as concerts, seminars, or webinars and display them prominently in results. 

    ✔️ Product schema: Product schema assists search engines in distinguishing products and depicting them with comprehensive product data in search results such as cost, ratings, or availability. 

    ✔️ Local business schema: Local business schema facilitates search engines in recognizing local companies and featuring them prominently in local search results. 

    ✔️ Video schema: Video schema aids search engines in recognizing videos and displaying them visibly in search results. Video schema code may be advantageous for B2C companies who possess numerous videos on their sites.

    ✔️ Usage of Breadcrumbs: Breadcrumbs can improve the usability of a website with intricate structures and sections while helping search engines ascertain the internal structure of the website in their results. 

    ✔️ Adoption of Organization Schema: Business organizations, whether it’s B2B or B2C, can use organization schema code to attract the attention of search engines and make their organization more recognizable in the search engine results. 

    Through the implementation of appropriate schema data, organizations conducting B2B and B2C activities can become more competitive in search engine results and guarantee their material is indexed and showcased appropriately.

    Why Use Schema Markup for SEO?

    Why Use Schema Markup for SEO

    Search Engine Optimization is an important factor in increasing website traffic, and schema is one means of accomplishing that aim. Schema coding is a distinct type of structured data processing that assists search engines in ascertaining the goal of your website and its content, which may then lead to a better ranking and greater visibility in search results. Schema can also target applicable keywords and make search results more engaging by displaying rich snippets like star ratings and customer reviews, helping to draw more customers to your website as they get more information to make an informed decision.

    Schema can be employed to target particular key phrases by organizing the content so that search engines can distinguish the goal of the page. Incorporating schema into web pages can cause increased rankings of the page in search results and enhanced visibility of the website content.

    Schema is likewise key for local SEO. Local companies can employ schema structure to furnish their location, contact information, opening hours, and other particulars that search engines need to understand the connection of the page with the local region. Schema for local SEO can result in higher rankings in local search results and increased visibility for local businesses. 

    Moreover, website administrators can use schema to aid in demonstrating content in other formats, for example, video or audio, which can help enhance the user experience and lead to higher click-through rates.

    How to Add Schema with (GTM) Google Tag Manager?

    How to Add Schema with (GTM) Google Tag Manager

    Google Tag Manager (GTM) offers powerful tracking and SEO capabilities, enabling users to quickly add schema markup to their websites. This improvement can boost visibility and optimize the website’s crawlability with search engines. In addition, GTM can be used to deploy other tags, providing the website with comprehensive website analytics.

    Steps to Add Schema Markup Code to Site with (GTM) Google Tag Manager: 

    1. Register for Google Tag Manager and set up your account.
    2. Create a new tag in GTM and select “Custom HTML” as the type. Give it a title.
    3. Place your schema code in the box. You must have a legitimate JSON-LD markup code before you add it to GTM.
    4. Pick the trigger for the tag. The trigger is the occurrence that should prompt the tag to run. For instance, for schema markup, you may decide to trigger the tag when a user goes to the precise page where you want the markup to appear. Thus select the trigger ‘Page Views.’
    5. Name & save your trigger and save your tag. 
    6. Let us assess performance by clicking on ‘Preview”.
    7. Confirm if your tag is functioning as it should on the designated page. Take a closer look at the ‘Tags’ tab of the debugger dialogue box. Check if the schema code was set off. 
    8. Publish the changes & you’re all done.
    9. Verify your schema with Google’s Structured Data testing tool.

    Where to Put Schema Markup Code?

    Where to Put Schema Markup Code

    When it comes to establishing the right procedure for integrating schema markup, it’s imperative to decide where to enter the associated code. Generally, there are three main locations for adding schema code to your webpage: the body tag, header tag or as inline microdata. It is vital to determine the most suitable choice based on the strengths and drawbacks of each. Let’s investigate each option further.

    Schema Markup on Body Tag

    If you want to utilize a Schema markup code, one option is to put the code into the body tag of the webpage. This area holds the content and adding the code here can help search engines to comprehend the meaning and intentions behind the material. Nevertheless, this can make keeping up and making alterations to the code difficult, plus it may not be compatible with certain content management systems.

    Head Tag Schema

    The head tag can be used to insert a schema markup in your website. It often contains various meta details like titles, description, and other relevant information, making the code easier to manage and update all in one place. In addition, the head tag is more compatible with many content management systems, minimizing the possibility of compatibility issues. The only downside when it comes to including schema code in the head tag is that it may require assistance for implementing snippet previews (e.g. rich snippets) as the code must be viewable on the page for it to function, which is not achievable with the head tag.

    Inline Schema.org Microdata

    The third way of implementing schema markup to your website is by using inline microdata. This means the code is inserted straight into the page content rather than enclosed in a tag. Although this approach can lead to simpler maintenance of the data, it can also burden the page with extra information that may not be suitable for user experience. Likewise, changes and updates to multiple pages at once can also be a bit hard to apply.  Additionally, it is possible to make use of various content management systems with this method, but you may still need outside support in matters such as rich snippets when operating through the schema.org microdata method inline.

    Writing and Verifying Schema Markup

    Writing and Verifying Schema Markup

    Writing and verifying Schema Markup Code is a great method to guarantee your website is furnishing exact and beneficial content to search engine robots. This is how to appropriately make and check your schema:

    1. Be Aware of the Intention– Prior to formulating your schema markup, take a second to comprehend the objective. Knowing the target of the code will make writing the appropriate code simpler. 
    2. Select the Proper Schema– Different types of the schema should be used depending on the details you wish to show crawlers. Do some investigation to pick the most suitable type of schema. The library of schema.org can be used in this endeavor. 
    3. Include Crucial Information– After selecting the type of schema, recognize the data that is required for it to precisely depict your content. Also, add in any optional components to give more info for crawlers.
    4. Make sure the code is correctly written – In order for it to be legitimate, it should be formatted properly. Check the layout and components of the code so that the search engine crawlers can accurately comprehend it. The most commonly used format is JSON-LD markup code, however, contact your web programmer to determine what the best alternative is for your website. 
    5. Validate the code – Make sure your schema markup code is functioning properly; test the code by submitting it to a validator such as Google’s Structured Data Testing Tool. 
    6. Keep track of your progression – After you have validated your schema markup code, track your advancement by evaluating it to see how successful it is.

    Checklist for Schema Markup Code Implementation 

    Schema markup is a powerful resource that companies, content producers, and website administrators can use to make their web pages appear more often in search engine outcomes. With the suitable implementation of Schema markup code, webpages can gain a big advantage in search engine rankings and maximize their visibility. Having identified where the code needs to be included, the next step is to review a necessary checklist for integrating schema markup code into a website.

    Optimize Your Page Titles

    The page titles for the website are a must for the implementation of schema metadata. It is important to guarantee that the titles accurately reflect the content of the page. Enhancing the page titles will make sure that search engines can accurately classify the page.

    Steps to Optimize Page Titles for Schema Code:

    Steps to Optimize Page Titles for Schema Code

    1. Focus on Specific Terms: Start using relevant keywords that accurately describe the content of the page. This way, search engines will be able to know what the page covers. 

    2. Pay Attention to Length: Make sure the titles for your pages are not too long. The most suitable size for a page title is between 60-70 characters.

    3. Include Both Primary and Secondary Keywords in Titles: Incorporate both primary and secondary keywords in the title tags. This will let the search engine know what the page is looking for.

    4. Include Your Business Name: Put your brand name in the page titles so that users will easily know that it is your website.

    5. Make Sure It is Unique: The page titles should be unique, as this will help search engines identify which keyword is the most appropriate choice.

    Type of Data & Properties

    You can include various types and properties in a Schema markup code, so it is vital to have ones relevant to your content.

    Remember to Include Schema Markup

    Some critical types of properties and data you must incorporate are 

    1. Organization data type includes your organization’s name, address, phone number, and website.
    2. Individual types of data must include the person’s name, job title, and contact information.
    3. The product data type is critical for eCommerce websites and should include the product’s name, price, description, images, and reviews.
    4. Article type of data can be used for blog pages and should include the article’s title, author, publication date, and body.

    Add Item types & Itemprop Attributes 

    The last step in incorporating schema markup code involves the utilization of itemtypes and itemprop attributes, which makes it possible to highlight the type of data the website contains. In order for search engines to correctly index the content, they need to distinguish these attributes.

    1. Local Business

    2. Organization

    3. Person

    4. Product

    5. Event

    6. Article, and more.

    By using the attribute itemprop when creating schema markup, website owners can include descriptive labels like name, description, ratings and images that assist search engine crawlers in comprehending what the webpage is about, thereby improving the accuracy of the indexing process.


    Where to put Schema Markup Code on a web page?

    Web pages commonly incorporate schema tags into their header portions, using microdata tags for suitable HTML5 format. This enables search engines to quickly locate schemas on websites and join them to the website, which is a necessity for effective SEO.

    Can you put Schema Code in the <body> tag?

    You can put schema code in the body tag of a webpage. Experts recommend putting the code in the section as this allows search engines to quickly pick up the code and associate it with the page. It also ensures the code is displayed consistently across different web pages.

    How to know if my Schema Markup is working?

    Google’s Structured Data Testing Tool can help verify your schema markup code, while Google Search Console can see if the markup is linked to your web page and flag any mistakes in the code. Both of these resources will give you an idea of how the search engine is comprehending your schema.


    When applying schema markup, there are some different formats you can use. Google especially recommends JSON-LD since the majority of search engines accept it, it is simple to use, and it can be put directly in the HTML document instead of a script tag. Microdata is another option that includes various opportunity formats but may not provide as consistent results as JSON-LD. Ultimately, it is up to your business to decide which format best suits your needs and provides the most beneficial results.

    IndeedSEO is an exceptional option for those wanting to use schema markup. Our company provides some of the best services available with up-to-date technology, qualified personnel and a track record of success. These qualities have enabled us to become a top-tier firm and we will continue to give our clients quality service. If you desire to capitalize on schema markup, reach out to IndeedSEO today to gain its advantages.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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