Trang chủ Offpage SEO What is Schema? How to create Schema Markup to increase website power

What is Schema? How to create Schema Markup to increase website power

bởi Nguyễn Thành Tiến

Schema Markup is one of the current onpage SEO trends. This is considered the secret to help the website rank well on search engines. Let’s learn what schema is and how to install schema for website in the article below.

What is Schema?

Schema is a piece of HTML or JavaScript code that marks structured data. Schema helps search engines understand your website better and increase the ability to rank on search engines.

Without a schema, a website is just a string of information with no context.

Learn what is schema?

What is schema concept?

According to Google: “Pages on your website are eligible to appear in search engines as rich results when marked with one of the following three formats:

  • JSON-LD (recommended)
  • Microdata (microdata)
  • RDF

What is Schema? Details How to Create a Standard SEO Schema to Help Grow Top #1 in Google

Uses of Schema

For search engines

Currently, there are more than 1.94 billion active websites worldwide. If users can understand the content of any website easily, it is different with Search Engine. Inside the website there are countless complex languages ​​that Search Engines cannot understand. This interferes with the user’s display of search results.

Therefore, in order for search engines to understand and classify information correctly, you need to arrange and guide with related syntaxes. Schema is the perfect solution. It provides structured data in a specific, vivid way for search engines to understand what information that website is talking about, what topic.

Structured data is how your website communicates with search engines like Google. As Google understands website entities on a deeper level, Google will provide better results to searchers. Items like rich cards, rich snippets, and knowledge graphs appear on the SERP after crawling from structured data.

For users

Schema helps your website become more attractive, attracting more users with lots of useful information. Suppose a user wants to attend an event, the schema helps the website to display all the information related to the time, place, etc. Thanks to that, the website increases a significant amount of traffic. Currently, there are many types of schemas with different ways of displaying on search engines.

>> Learn more: What is Traffic ? Instructions to increase website traffic with Schema Markup

Tools to assist in the process of making Schema JSON-LD

  • (reformat the data file to make it neater and easier to see)
  • (convert JSON-LD via Google Tag Manager Friendly Code and vice versa)

Schema Markup Testing Guide 

To check if your website has Schema Markup or not or is having problems with structured data, you should use Google’s data structure checker tool:

  • Step 1: Access Google’s data structure testing tool. Next, you need to enter the link in the “Fetch URL” box and click on “Run Test”.
  • Step 2: Wait for the data processing to complete, the system will return the structured data types in that URL. The more data, the more well-structured the site is, and the easier it is for search engines to understand the content on that URL.
Google's Data Structure Testing Tool Interface

Google’s Data Structure Testing Tool Interface

In addition, you should note the errors and warnings displayed in the right column. If these problems appear, you need to click on each item to find and fix the error.

The interface of the data analysis system returns the results

The interface of the data analysis system returns the results

Some common types of Schema

Surely you are wondering how many types of Schema Markup are there? The answer is that there are many, but Google is limited to developing a few basic types of Rich Snippets, each of which is improved and has its own highlights.

Schema Markup company/person

This is not a form of Rich Snippet but it is important because it can appear in the snippet. This type of schema contains information related to content and is often used to promote a certain business or person. Company/person Schema Markup can include company name, logo, contact information, etc.

Schema Markup company/person

Schema Markup company/person

Breadcrumbs Schema Markup

Breadcrumbs Schema Markup plays a particularly important role in web structure. It has the effect of highlighting the link you are looking for.

Breadcrumbs Schema Markup

Breadcrumbs Schema Markup

>> Find out now: What are breadcrumbs ? The role of breadcrumbs in SEO navigation

Review Schema Markup

This is a form of schema that represents the ratings and reviews of a website. The information contained in the Review Schema includes name, product price, details, etc. You can also add the highest price, lowest price, shopping offers and snippets to this schema.

Review Schema Markup

Review Schema Markup

Recipe Schema Markup

Recipe Schema is very necessary for websites that provide recipes, beauty, … It works to display recipes, ingredients, preparation time, meal time,… right away. in the snippet when the user searches.

Recipe Schema Markup displays the recipe right on the Featured Snippet

Recipe Schema Markup shows the recipe right in the Snippet . section

FAQ Schema Markup

FAQ Schema Markup is responsible for listing the answers related to the questions posed in a drop-down format. This type of schema helps to increase the click-through rate of the article, as a result, the website increases a significant amount of traffic.

FAQ Schema Markup

FAQ Schema Markup

Article Schema Markup

Article Schema Markup helps Google understand what the important content of the article is. As a result, your articles can appear in prominent stories on search engines. This type of schema is usually displayed with newspaper pages.

Google states that adding Article Schema to news, blogs and sports articles can increase your website’s visibility in Google’s search results. Your website may be eligible for many features, depending on how you code it.

Article Schema Markup

Article Schema Markup

Video Schema Markup

Video Schema Markup helps Google index videos easily. In addition, it also helps videos show up in Google search results next to videos from Youtube.

Video Schema Markup

Video Schema Markup

Event Schema Markup

Event Schema Markup displays important information such as event name, time, location, etc. It helps to display your event beautifully and attract users to click interested.

Event Schema Markup

Event Schema Markup

Local Business Schema

This type of schema helps search engines identify your business and product type. At the same time, the schema helps Google My Business become clearer and more detailed. From there, the website is optimized according to Local SEO and becomes more reputable in the eyes of Google.

Local Business Schema

Local Business Schema

Product Schema

Product Schema is a structured data form that displays product information such as price, user ratings, etc. Thereby, search engines provide sufficient information on SERPs to increase the experience. of the user.

Schema Product

Schema Product

Service Schema

Service Schema is a schema that helps search engines understand your business. From there, the tool will display the website more accurately when users search.

Course Schema

This type of schema helps to display full course information such as course name, lecturers, tuition fees, etc. As a result, potential students will click when searching for information on search engines.

Schema Course

Schema Course

Book Schema

Book Schema has the effect of displaying full information of a book such as title, author, publication year, … This type of schema is very necessary for websites of publishers or book dealers.

Job Posting Schema

This is the type of schema that can display your job details on Google’s job sites. Users can search for jobs through filtering different criteria. Job Posting Schema makes your job posting more attractive and attractive.

Schema Installation Guide for WordPress

Using a plugin is the simplest way to install a Schema for a Website. The plugin can support installing Schema for both the old website and the new website.

Here are the steps to install Schema for Website with plugin:

Step 1: Click Plugins -> Add new at the WordPress admin page and search for the keyword “schema” in the search box.

Step 2: Select a Schema Plugin and click “Install now” to install.

Instructions for installing the Schema . Plugin

Instructions for installing the Schema . Plugin

Step 3: After successfully activating the Plugin, click Schema -> Settings to configure the settings.

Step 4: Fill in the basic information in the General field such as About Page, Contact Page, website logo. In addition, you can install Content, knowledge graph, and search result fields to optimize search results.

Instructions for setting fields in the Schema . Plugin

Instructions for setting fields in the Schema . Plugin

Step 5: Specify the schema types to be added in the Types field of the Schema Plugin.

Specify the type of schema to add to the website

Specify the type of schema to add to the website

Popular Schema Markup Plugins

Plugins will help you add Schema to your Website easily, even if you don’t know coding or programming. Here are the Plugins I recommend you to use when installing Schema.

Add Schema Markup via WordPress Plugin

In Wordpress there are many Plugins that allow you to add Schema simply like WP Review, Schema Pro Plugin, Schema Plugin, SEOPress, WPSSO Schema JSON-LD Markup,…

After successfully installing and activating the Plugin, click the Install button to add the Schema to your website. Next is to fill in the basic information and click on the Quick Configuration Wizard to set up some fields in the Plugin.

Add Schema Markup via Yoast SEO Plugin

The Yoast SEO plugin is already quite familiar to SEOs. If your website already has this plugin installed, take advantage of it to add Schema. After installing Yoast SEO, you will be represented by the Website as a type of business. Next, you need to enter the name of the individual or organization, the logo in the Yoast Wizard section.

If you want to update the entity type that the website represents, simply click on SEO -> Search Appearance -> General Tab and scroll down to the Knowledge Graph & section and fill in the details. Yoast SEO will automatically add Schema Markup to your website once you have set up the website type.

Should I use or schema Markup for a good website ranking?

>> Watch now: Instructions for installing and using the Yoast SEO Plugin

How to Add Schema Markup to WooCommerce

Besides adding Schema to Wordpress, Yoast SEO also allows you to add Schema Markup to WooCommerce. In addition, WPSSO Core Premium version will have Ecommerce Markup feature for WooCommerce available. You can also learn more of these Schema extensions to add related Schemas to your eCommerce store.

Instructions to install Schema for Website by hand code

In addition to using Plugins for Wordpress, you can also add Schema to your website by hand coding method. Although this method requires a lot of coding knowledge, you can choose any type of Schema for your website or post. You can use the Schema Markup Generator Tool (JSON-LD) to do this.

Use Schema Markup to add schema to website

Step 1: Visit the link to access the Schema Markup Generator tool

Step 2: Select the type of Schema you want to create. For example, if you choose the type of Schema Article, it will display as shown below

Schema Markup Generator Tool (JSON-LD)

Schema Markup Generator Tool (JSON-LD)

Step 3: Fill in the information in the corresponding fields.

Fill in the Schema . fields

Fill in the Schema . fields


  • Article @type: Select the Article . field
  • URL: Article Path
  • Headline: The title of the article (must not exceed 110 characters).
  • Image URL #1: Avatar URL
  • Author @type: Person : Post Author
  • Author: Author’s name
  • Publisher: The publisher of the article.
  • Publisher logo URL: Address of the publisher’s logo image
  • DatePublished: The date and time the article was first published
  • DateModified: The date and time the post was last modified
Example of filling out Schema . fields

Example of filling out Schema . fields

After filling in the fields of the Schema, you will get a piece of code like this

The code after filling in the fields of the Schema

The code after filling in the fields of the Schema

Next, you take this code and insert it into the head tag of the article.

How to use in website structure

>> Read more: What is Entity ? What is the relationship between Schema and Entity?

Frequently asked questions about Schema

What is Schema Markup?

Schema Markup is a piece of code that you place on your website to show search engine crawlers what data users can find on your site. Search engines will return more accurate and valuable information for a user’s specific query.

What are the benefits of Schema Markup?

  • Help search engines understand your website’s content better.
  • Improve brand recognition with the full Knowledge Graph.
  • Get attention-grabbing rich results to increase CTR.
  • Can show featured snippet to get more interest in SERP

What is the difference between Microdata and JSON-LD?

Difference between Microdata, RDFa & JSON-LD: With Microdata Markup, your structured data is integrated in the main HTML of the page, while JSON-LD uses a Javascript object to insert all your markup. you get to the top of the page, that’s usually the simpler and better implementation.

What is the JSON format?

JavaScript Object Notation (JSON) is a structured data representation format based on the JavaScript object syntax. JSON is often used to transfer data from the server to the client or vice versa.

Does Google prefer microdata or JSON-LD?

With JSON-LD, a JavaScript object is inserted into the HTML of the website to identify the data, while microdata uses HTML tags and attributes to define the data. In its structured data guidelines, Google states that you should use JSON-LD for web content.


Above is information about what Schema is and how to install schema on Website. Hopefully the article will bring a lot of useful knowledge to you and help your website rank well on search engines.

Bình luận về bài viết
Bạn ơi, bài viết hữu ích với bạn chứ?  
Đánh giá bài viết này

No comments yet

Bài viết liên quan