Schema markup, or vocabulary, is a type of markup that's added to web pages. The code is a unique semantic vocabulary that applies itemscope and itemtype tags to page content.
Schema markup helps improve SEO. It contextualises content so that it is indexed differently and easily understood. It informs search engines what your data means and what your website is about, and presents this information as rich results, or rich snippets.
Schema markup is applied in one of three formats:
- RDFa: Resource Description Framework attributes
- Microdata: Informs search engines what the page elements are. It contextualises pieces of content so that search engines can surface them in search results
JSON-LD is the simplest to implement. The markup can be easily added to the HTML document, instead of having to wrap the markup around HTML elements (like Microdata). It converts unstructured data into readable structured data.
Getting started with schema markup
Determine which schemas you'd like for your website. The most commonly used can be viewed at Schema.org. The schemas could be Organisation, Person, Place, Product etc.
When the schema types have been selected they need to be added to the web page. As mentioned, JSON-LD is the easiest to implement.
Implementing schema markup
Below are some application options for schema markup:
- Assign your development team or technology partner to add JSON-LD directly to the page source
- If you have a Sitecore website, ask your development team or Sitecore partner to create Schema/JSON-LD items/fields. These items/fields will inject the vocabulary directly into the page. These items will also be accessible to content editors with Administrator access should they need to be updated. The implementation options are:
- Add a field called, for instance, ‘Schema’ to the Home node. This field will include the JSON-LD code that is injected into the page
- Create a ‘Schema’ item in a Global or Settings folder. The item is configured to inject the code into the page
At Codehouse our development team has applied schema markup to a number of Sitecore websites. If you want to find out more about how schema markup can help with your SEO, get in touch.