What is Schema Markup?

Brody Hall
Oct 19, 2023

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Give yourself a pat on the back. Reaching a point in your SEO journey where you’re ready to dive into the world of schema markup is quite the milestone.

So let’s continue the trend and keep pushing your knowledge in the right direction, shall we?

To do so, in this guide, we unravel the following:

  1. What is schema markup?
  2. Why is it important to search engine optimization?
  3. What schema markup types will help your content perform well on the SERPs?

What is Schema Markup?

Born out of a collaboration between Google, Yahoo, and Bing back in 2011, Schema.org markup is a structured data vocabulary used to annotate and enhance the presentation of web pages in search engine results. It provides a standardized format for describing the content and context of web pages, allowing search engines to understand the meaning behind the content better.

Okay, brainiac, let’s break it down for the rest of us, shall we?

Imagine schema markup as a series of building blocks that create a vivid, detailed picture of your content. Think of it like a translator between your website and search engines, providing a universal language that allows them to understand the heart and soul of your web pages in search results.

Learn more: SEO glossary 250+ terms explained.

Why is Schema Markup Important?

So why should you give a hoot about schema? Is it worth the time and effort?

We’d argue, most definitely.

Let’s show why we think so.

Enhances User Experience

Incorporating schema markup into your web pages allows you to create enhanced descriptions. What are enhanced descriptions? You’ve probably heard them referred to as rich snippets. Rich snippets appear in search results and give search engine users a sneak peek into what they can expect from your content, making it more appealing than your usual run-of-the-mill search results.

You can see examples of rich snippets below. The use of images and star ratings (in this case, reviews on Anzac biscuit recipes) are examples of how the implementation of schema markup looks on the SERPs (search engine result pages).

Rich snippets aren’t just visual elements, however. Below, you can see examples of text-based rich snippets. Conducting a search using the search term “Microsoft” doesn’t just show a link to Microsoft’s website. Nope, the SERPs also show a search bar that can be used to search Microsoft’s website directly, links to popular pages, and, on the right, a brief description of the company that includes information like stock prices and contact details.

So incorporating schema markup and creating rich snippets transforms search engine results into a visually appealing and informative experience for users, making your content stand out among the competition.

Learn more: SEO blog writing services.

Boosts Your Site’s Standing With Google

What is the upside of organizing the SERPs in such a way?

Well, as we just touched on, it’s good for the user—Google’s primary goal. But that’s only half of the story.

You see, schema markup also provides much-needed context to otherwise ambiguous web pages, allowing search engines to deliver more accurate and relevant results to users. This creates a good user experience, solidifies Google as a top choice for internet users, and maintains its market majority and profits.

And for website owners and marketers?

Rich snippets increase the likelihood of click-throughs and boost those sweet, sweet metrics we all like to see—rankings (nice), sign-ups (heck, yeah), and conversions (now we’re talkin’!).

While there’s no concrete evidence that schema markup directly boosts organic search rankings, its ability to make your web pages stand out with rich snippets is undeniable. We should also mention that rich snippets also allow your content to take up more room on the SERPs—referred to as SERP real estate.

The more SERP real estate you can occupy, the more likely your competitors aren’t being noticed, and the greater the chance search engine users will click through to your website.

And with less than one-third of Google’s search results currently featuring rich snippets with schema markup, you have a massive opportunity to get ahead of the curve and impact the search results.

Learn more: SEO audit services.

Optimizes for Voice Search

As voice search features grow increasingly sophisticated, users are increasingly depending on them for quick, accurate answers. Schema markup plays a vital role in this process, making search engines’ jobs easier and ensuring your content is the top pick for voice search results.

As we’ve seen, search algorithms have a soft spot for web pages that implement schema markup, as it guarantees a reliable and efficient response for users. And with over 50 percent of US consumers now taking advantage of voice search, by harnessing the power of schema markup, you’ll not only create a delightful experience for voice search users but also stay ahead of your competitors in capturing your target audience’s attention.

Exploring the Most Common Schema Markup Types

There are over 797 schema types and 1,453 schema properties available on schema.org.

That’s too many to care about.

So, let’s focus on the 8 most common schema markup types you should know about.

Organization Schema Markup

Organization schema, like the Microsoft example used above, provides essential details about a company, like its name, logo, and contact information.

Person Schema Markup

Person schema markup is like a digital business card, introducing an individual to the online world by highlighting key information such as their name, occupation, and social media profiles.

Local Business Schema Markup

Local Business schema markup is like a digital megaphone for brick-and-mortar stores, showcasing essential details such as your address, opening hours, and customer reviews.

Learn more: how to add local schema markup to your website.

Product & Offer Schema Markup

Product and offer schema markup puts your products in the spotlight by highlighting crucial details like price, availability, and ratings.

Article Schema Markup

Article schema markup jazzes up your written gems by offering a structured overview that highlights headlines, images, and publication dates.

Video Schema Markup

Video schema markup turns up the volume on your video content, making it sing with details like duration, upload date, and eye-catching thumbnail images.

Event Schema Markup

Event schema markup is your virtual party planner, showcasing all the need-to-know info like dates, locations, and ticket availability for your event. It’s a VIP invitation, ensuring that searchers don’t miss out on the fun and can quickly find everything they need to join in.

Recipe Schema Markup

Recipe schema markup spices things up with must-have details like cooking time, ingredients, and ratings. This not only makes mouth-watering creations more enticing but also easily accessible to hungry users on the prowl for a touch of inspiration.

Learn more: how to add schema markup to a website.


Schema markup is a powerful SEO tool that can catapult your website to new heights. Remember, it’s all about improving user experience, standing out in search results, and making your web pages easily digestible for search engines.

Ready to take your SEO to the next level? Our team of experts is primed and ready to help you make the most of schema markup and boost your online presence.

🚀 Don’t wait any longer—elevate your website’s performance with Loganix today! 🚀

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

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Written by Brody Hall on October 19, 2023

Content Marketer and Writer at Loganix. Deeply passionate about creating and curating content that truly resonates with our audience. Always striving to deliver powerful insights that both empower and educate. Flying the Loganix flag high from Down Under on the Sunshine Coast, Australia.