What is Schema?

run schema test example

Schema is a code (semantic markup) that you can add to your HTML to improve the way your page is represented in SERPS (Search Engine Results Pages). Schema tells search engines what your data means, not just what it says. This can be done with structured data markup embedded in your HTML. When executed properly, schema can enhance your listings with media and other rich results, which can ultimately lead to increased click-through rates. In this post, we’ll show you how to leverage schema for SEO.

How Does Schema Work?

Schema works by providing a shared vocabulary that searchers and search engines can use to understand the meaning of web pages. When implemented correctly, schema becomes part of your HTML code and helps search engines return more informative results for users. As a result, users are more likely to find what they’re looking for, and they’re also more likely to click on the listing that contains schema markup. In other words, schema is a way of giving search engines more information about your content so that they can deliver better results to users.

Implementation of schema can be tricky, but it’s worth it because it can help you get more traffic from Google and other search engines. Plus, it can also help you earn rich snippets, which are special listings that include additional information about your site.

For example, if you have a recipe on your site that includes schema markup, it might show up in Google search results with the ingredients list, cook time, and other information. That’s how schema can enhance your listings and make them more useful for users.

schema markup example

Another example for using schema: let’s say you have a recipe on your site for “chocolate chip cookies.” Without schema markup, the listing for that recipe in Google might just show the title of the recipe and a brief description. But if you add schema markup to the recipe page, you can specify additional information such as ingredients, cook time, nutrition facts, etc. As a result, Google might then display that additional information in the listing for the recipe in search results.

These are two common examples of how schema can be used to enhance your listings in Google and other search engines. There are many other types of schema markup that you can use to provide additional information about your content. And when used correctly, schema can give your listings a significant boost in search results.

Why Should I Use Schema?

There are many reasons why you should use schema markup on your website. First and foremost, it can help increase your CTR (click-through rate) and help you get more traffic from Google and other search engines. Research has shown that pages with schema markup are more likely to appear in Rich Snippets, which are special search results that include additional information about the listing. These types of listings tend to get higher CTR because they provide searchers with more information up front.

pages with schema markup are more likely to appear in Rich Snippets

video schema example

In addition to CTR, schema can also help you earn better organic rankings. While there’s no direct correlation between schema and rankings, it’s believed that Google uses schema as a ranking signal because it helps them understand the content on your page better. And when Google understands your content better, they’re more likely to rank it higher in the SERPs. finally, using schema can also help you avoid duplicate content issues. If you have multiple pages with similar content (e.g., product pages), implementing schema lets you specify which page is the original source of the content. This helps Google understand which page they should rank higher in the SERPs.

In short, using schema is a good idea if you want to improve both the quantity and quality of traffic coming from Google and other search engines. It’s also worth noting that Google itself has said that structured data is “one of the most important steps” businesses can take to improve their visibility online.


As you can see, there are many benefits of using schema markup on your website. If you’re not already using schema, we highly recommend that you start leveraging it for SEO purposes. It’s a relatively easy way to earn better organic rankings and increased CTRs. And as an added bonus, it can also help you avoid duplicate content issues.

About the Author: Brad Fogel

Bradley Fogel is a professional web designer and SEO consultant. Bradley has been working in the digital marketing field for over 20 years and is the CEO of Operation Technology, a digital marketing agency based in Chicago, IL. Starting his own company was something he had always wanted to do. It has been very rewarding to him seeing the team at Operation Technology helping small local businesses to large national clients with their digital marketing needs. His passion is developing strong online strategies for clients while making new connections within the industry. Brad’s background also includes a PMP certification from the Project Management Institute. Learn more about Brad Fogel.