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10 Essential Schema Markup Types for Better SEO

Aaron Haynes
Apr 12, 2025
schema seo

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Schema markup is structured data that helps search engines understand site content.

Schema can bring better search visibility, richer search results, and more clicks.

Follow along as I highlight 10 essential schema types, serving up clear, actionable steps to put them to work for your site.

Schema SEO Benefits

Here’s a quick overview of the benefits of schema:

  1. Schema can unlock rich results like star ratings for reviews, images for recipes, or FAQs beneath your listing. These make a site stand out in crowded SERPs, catching eyes when plain text links just blend in.
  2. Rich snippets drive action. A listing with a 4.5-star rating or a quick answer is way more clickable than a generic link. More clicks, more traffic.
  3. Schema helps search engines crawl, index, and rank web pages.

The 10 Essential Schema Types for SEO

Now for what you’re here for: schema SEO.

1. Article Schema

Article Schema organizes and labels blog posts, news pieces, or articles for search engines. Using Article Schema unlocks rich snippets in search results, like showing your article’s headline, publication date, and images in the result.

How:

  1. Add a JSON-LD script: Insert a <script type=”application/ld+json”> tag into your HTML, ideally in the <head> section.
  2. Define the type: Set “@type”: “Article” to mark it as an article.
  3. Include core properties:
    1. “headline”: “Your Article’s Title”—the main title.
    2. “datePublished”: “2025-03-05T00:00:00″—the publication date in ISO 8601 format.
    3. “author”: “John Doe”—the writer’s name (or a nested object for more details).
  4. Test it: Use Google’s Structured Data Testing Tool to verify your markup works and triggers those rich snippets.

Use your search capabilities to read up, research, and draft the next section. The what and why I’d like in paragraph form. The how, I want in a numbered list:

2. Recipe Schema

Recipe Schema organizes recipe details, like ingredients, cook time, and sometimes nutritional info, into a neat, machine-readable package. It takes the chaos of a recipe page and gives it structure, so search engines like Google can quickly grasp what’s cooking.

For food sites, Recipe Schema is a must-have because it powers rich cards in search results, those slick listings with images, star ratings, and key details that pop off the page.

How:

  1. Add a <script type=”application/ld+json”> tag to your HTML, ideally in the <head> section.
  2. Add the recipeIngredient property and list every ingredient clearly, e.g., “2 cups flour, 1 tsp salt.”
  3. Include the cookTime property and define the cooking duration in ISO 8601 format, like “PT25M” for 25 minutes.
  4. Use aggregateRating (if available) and add the average rating and review count to show off user feedback.
  5. Embed the script in your HTML by placing it in the <head> or <body> of your recipe page.

3. Event Schema

Event Schema marks up event information, such as date, location, and ticket details, on a website. Why bother? Because it turns your event into a rich snippet, showing up in search with key details like the date and venue right there for users to see.

How:

  1. Add a <script type=”application/ld+json”> tag to your HTML, ideally in the <head> section.
  2. Add Key Properties:
    1. startDate: Specify the event’s start date and time in ISO 8601 format (e.g., “2023-09-15T19:00:00-04:00”).
    2. location: Include the venue’s name and address details.
    3. offers: Add ticket availability and purchase links if applicable.

4. Person Schema

Person Schema provides detailed information about individuals, such as authors, employees, or public figures. It allows you to mark up key details like a person’s name, occupation, affiliations, and contact information in a way that search engines can easily understand.

Implementing Person Schema enhances credibility and may trigger knowledge panels in search results, those informative boxes that display quick facts about a person alongside search listings.

How:

  1. Add a <script type=”application/ld+json”> tag to your HTML, ideally in the <head> section.
  2. Set the context with “@context”: “http://schema.org”.
  3. Define the type as “@type”: “Person”.
  4. Include the essential properties:
    1. “name”: “Full Name” (e.g., “Jane Doe”)
    2. “jobTitle”: “Current Job Title” (e.g., “Content Strategist”)
    3. “worksFor”: “Organization Name” (e.g., “ABC Company”)
  5. Test your markup with Google’s Structured Data Testing Tool to confirm it’s error-free.

5. Product Schema

Product Schema organizes your product info, like price, availability, and reviews, into a format search engines can easily digest. It’s a way to label every key detail about what you’re selling, from the cost to whether it’s sitting on a shelf or sold out.

How:

  1. Add a <script type=”application/ld+json”> tag to your HTML, ideally in the <head> section.
  2. Add Core Properties:
    1. name: The product’s name—make it clear and concise.
    2. offers: Include the price, currency, and availability (e.g., “InStock” or “OutOfStock”).
    3. aggregateRating: Drop in the average rating and review count if you’ve got customer feedback.

6. Review Schema

Review Schema organizes reviews and ratings on your website, allowing search engines to interpret and present this information effectively. It captures details like star ratings, reviewer names, and review content, enabling them to appear in search engine results pages (SERPs).

How:

  1. Use the Review schema, typically embedded within a related type like Product or LocalBusiness, to define what’s being reviewed.
  2. Add Core Properties:
    1. reviewRating: Include the rating (e.g., “4.5”) and the scale’s maximum (e.g., “5”).
    2. author: Specify the reviewer’s name.
    3. reviewBody: Provide the review’s text content.
  3. Insert this into your page’s <head> or <body> section.

7. FAQ Schema

HowTo Schema outlines step-by-step instructions for completing a specific task or process. It’s ideal for content like tutorials, guides, or DIY instructions, like “How to Fix a Leaky Faucet” or “How to Bake a Cake.” This schema type allows you to define each step, along with optional details like tools, materials, and estimated time, giving search engines a clear picture of your instructional content.

How:

  1. Choose content that provides clear, sequential instructions for a specific task.
  2. Write the schema in JSON-LD format and add it to the <head> or <body> of your HTML page.
  3. Begin with “@type”: “HowTo” to define the markup as a how-to guide.
  4. Use the “name” property to describe the overall task (e.g., “How to Install a Light Fixture”).
  5. List the Steps:
    1. Add a “step” property as an array.
    2. For each step, use “@type”: “HowToStep”.
    3. Include “name” for a brief step title and “text” for the detailed instruction.
  6. Add “tool”, “supply”, or “totalTime” if relevant to provide extra context.

8. Local Business Schema

Local Business Schema delivers key details about a business, like its address, operating hours, and phone number, in a way search engines can instantly grasp.

How:

  1. Go with LocalBusiness for a catch-all, or pick a niche type like Restaurant or Store for extra relevant fields.
  2. Round up your business name, full address (street, city, state, zip), phone number, hours, and website URL.
  3. Paste the script into your HTML’s <head> or <body>, or use a plugin like Yoast if you’re on a CMS.
  4. Test with Google’s Rich Results Test to catch errors and confirm it’s working.
  5. Update the markup if your address, hours, or phone number change.

9. Video Schema

Video Schema organizes metadata about a video, such as its title, duration, and upload date, into a machine-readable format. The primary reason to implement Video Schema is to improve your video’s chances of ranking in search result features like carousels and rich results.

How:

  1. Add it within a <script type=”application/ld+json”> tag in your HTML.
  2. Include the required properties:
    1. name: The title of the video (e.g., “How to Optimize Video SEO”).
    2. thumbnailUrl: A direct URL to a thumbnail image representing the video (e.g., “https://example.com/thumbnail.jpg”).
    3. uploadDate: The date the video was uploaded, formatted in ISO 8601 (e.g., “2023-04-01T14:00:00+00:00”).

10. Breadcrumb Schema

Breadcrumb Schema outlines the hierarchy of your pages, creating a clear trail from the current page back to the homepage. This is a big deal for user experience (UX). It helps visitors understand where they are and easily navigate back to broader sections, reducing frustration and bounce rates.

How:

  1. Use the BreadcrumbList schema type to organize your navigation path.
  2. For each step in the path, include a ListItem within itemListElement, specifying:
    1. position: The numerical order in the trail (e.g., 1 for “Home”).
    2. name: The visible label (e.g., “Blog”).
    3. item: The URL of the page (e.g., “https://example.com/blog”).
  3. For the final ListItem (the page the user is on), leave out the item property—no link needed.

Conclusion And Next Steps

Do schema right, and you’re snagging rich snippets and pulling more eyeballs to your pages.

That’s the good stuff.

But here’s the trouble: schema is just one itsy-bitsy facet of SEO. Who’s got time to tackle it all themselves?

That’s where Loganix comes in. We’ve been grinding in this game long enough to know what works.

👉 Hit up our SEO services and let’s turn your site or your client’s site into a beast. 👈

Hand off the toughest tasks in SEO, PPC, and content without compromising quality

Explore Services

Written by Aaron Haynes on April 12, 2025

CEO and partner at Loganix, I believe in taking what you do best and sharing it with the world in the most transparent and powerful way possible. If I am not running the business, I am neck deep in client SEO.