What is Schema?

Types of Schemas: JSON-LD, Microdata, and RDFa

There are many different ways to add schema markup to your site, and depending on what you want to mark up, one may be better for your needs than another. There are dozens of different types of online content that can benefit from schema markup, including (though certainly not limited to) blog posts, events, podcasts, reviews, and videos. Many webmasters opt for one of three languages when adding schema markup to their sites: 

• JSON-LD: JavaScript Object Notation for Linked Data (JSON-LD) is a method used to encode structured data on a page. You can use it to annotate different page elements, which search engines can read to not only provide better results, but to create a more organized structure for the Internet as a whole. Not only is JSON-LD Google’s preferred markup method, but many also find it simpler to implement than Microdata or RDFa. 
• Microdata: Microdata is used to place structured data within HTML content that already exists. It is often used in the body content of a page, though you can also use Microdata for other elements. Some webmasters and developers find Microdata more difficult to use because you must add tags in the HTML of a page around each item you would like to mark up.
• RDFa: You can use Resource Description Framework in Attributes (RDFa) to implement structured data by introducing HTML tag attributes that correspond to the content you want to describe. RDFa is commonly used in both body content and header elements, including header tags.

The Relationship Between Schema and SEO

Many major search engines understand the value and importance of schema. Back in 2011, Google, Microsoft, Yahoo, and Yandex joined forces to create Schema.org, a collaborative community designed:

“to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.” 

This community works to develop and implement schema that enhances the experience of human users, rather than bots or crawlers. As searcher intent continues to increase in importance to search engines, it’s likely that schema will also become more significant too. 

Does Schema Matter for Search Rankings?

Schema does not directly affect your rankings, and there is currently no conclusive evidence to back up any claims that it does. However, the world of SEO is rarely that simple, and schema is no exception, as schema can still play an important role when it comes to visibility in the SERPs. Schema markup makes a result appear more detailed and resonant in the SERPs, which might improve your click-through rate. After all, if your page appears to satisfy a reader’s query better than other results, they are more likely to visit your site.

Further, this is an often overlooked component of technical SEO. A 2015 report found that out of a sample of 10 billion pages, only 31.3 percent of them adopted a schema markup. This is a gap that you can take advantage of, as incorporating schema markup on your site is highly unlikely to hurt your rankings. You only stand to benefit from including it, especially since the majority of other webmasters and site owners neglect to do so.