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A digital marketing advancement is schema markup, or simply “Schema”. A semantic vocabulary is a structured data code that can be added to your website to make it easy for search engines to understand your content. They use these codes to determine the relationship between search engine queries and entities mentioned on your website.

This allows the search engines to display more authentic and relevant results whenever a user enters a query. Schemas have therefore become a vital component of digital marketing plans for businesses when designing SEO strategies.

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Schema Markup: What is it?

With schema markup, you can include semantic vocabulary in your website’s HTML, so search engines can better understand your content. Users will thus see more relevant and informative results on a SERP when they enter a query as a result.

What is

It is a collaborative effort between Google, Bing, Yandex, and Yahoo! to standardize structured markup. Standardizing structured markup helps search engines provide users with more relevant search results.

Describe Schema Markup in simple terms.

Similar to any other markup format, a schema describes the content of your webpage and gives search engines information about how to interpret it.

Let’s try to understand this with a real-time scenario:

HTML tags can be used on a webpage by webmasters. Only the HTML tags tell the browser how to display the information contained within them. As an example, using the heading 1 format “Apple” will display the text “Apple”. There is, however, no explanation of what the text means. ‘Apple’ could refer to either a fruit or to the popular electronics brand ‘Apple’. In the SERP, this can create ambiguity among search engines. It is possible to resolve this issue by It tells Google bots that the page is about an organization and not a fruit by adding the ‘Organization Schema’. 

You can find the most relevant answer to your search query by combining schema markup with Google’s RankBrain algorithm and BERT update.

What are the Different Formats of the Schema Markup?

Today, schema markups come in three different formats. Below is a list of them:


  • JSON-LD: Google declared JSON-LD (JavaScript Objective Notation for Linked Data) as the preferred format of the Schema markup in 2015. It need not be present in the <body> of a page but can be placed in a <script> tag anywhere on the page. JSON-LD is hidden, making it easier for webmasters to implement it without affecting the rendering of the webpage.
  • Microdata: Microdata is a set of tags that are added directly to the HTML code of your page. This can get tricky if you are someone who is not familiar with programming.
  • RDFa: RDFa (Resource Description Framework in Attributes) is similar to Microdata and is an extension of HTML5, which uses tags in line with the existing HTML. RDFa is used to markup metadata within the webpage.

schema markup

Is Schema Markup a Rankings Factor?

Adding Markup to your page will help crawlers better understand it and rank it accordingly. Google’s John Mueller, however, stated that it is not a ranking factor as of yet in one of his Webmaster’s hangout sessions.


The post A brief introduction to Schema Markup first appeared on Traffic Valley.

This content was originally published here.

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