By providing structure data you can help google to understand better the page content. Structured data is the “extra” information that you see next to a website and meta description. Schema.org Markup is a...

1. Presentation on
Schema.org

2. Contents
 Introduction
 What is Schema.org Markup
 Adding Schema to your WebPages
 Tools Used to Add Schema Code
 What is Schema Used For?
 Different Types of Schema Markup
 Benefits of Schema Markup
 What Method of Structured Data Is Right
for Implementation?
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3. 3
Introduction
Google Search works hard to understand the content
of a page. You can help us by providing explicit clues
about the meaning of a page to Google by including
structured data on the page. Structured data is a
standardized format for providing information about a
page and classifying the page content. In simple
words, Structured data is the “extra” information that
you see next to a website and meta description. For
example, if you are searching for a restaurant, you will
see not only the restaurant’s name, but also
additional information such as hours, pricing and stars
to indicate positive reviews.

4. What is Schema.org Markup
 Schema.org (often called Schema) is a semantic
vocabulary of tags (or microdata) that you can add to
your HTML to improve the way search engines read and
represent your page in SERPs.
 Code Sample
 <div itemscope itemtype="https://schema.org/Book">
 <span itemprop="name"> Inbound Marketing and
SEO: Insights from the Moz Blog</span>
 <span itemprop="author">Rand Fishkin</span>
 </div>
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6. For example-
 The first search result above contains both a star rating and a
publication date. Both of these can be added using Schema.
The second example does not have rich snippets and instead
displays either the meta description or other information
chosen by Google. To get the review rich snippet, you would
use the following code:
<div itemprop="aggregateRating" itemscope
itemtype="https://schema.org/AggregateRating">
<span itemprop="ratingValue">[Aggregate rating
given]</span> stars –
<span itemprop="reviewCount">[Number of
reviews]</span> reviews
</div>
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7. Adding Schema to your
Webpage
 Before you begin to add schema to your WebPages, you need
to figure out the ‘item type’ of the content on your webpage. For
example, does your web content focus on food? Music?
Tech?Once you’ve figured out the item type, you can now
determine how you can tag it up. Let’s look at an example. Let’s
say that you own a store that sells high-quality routers. If you
were to look at the source code of your homepage you would
likely see something like this:
 <div>
 <h1>TechHaven</h1>
 <h2>The best routers you’ll find online!</h2>
 <p>Address:</p>
 <p>459 Humpback Road</p>
 <p>Rialto, Ca</p>
 <p>Tel: 909 574 3903</p>
 <p><a href=”http://www.techhaven.com/menu”>Click here to view our best routers!</a></p>
 <p>We’re open: </p>
 <p>Mon-Sat 8am – 10:30pm</p>
 <p>Sun: 2pm – 8pm</p>
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8.  Once you dive into the code, you’ll want to find the portion of
your webpage that talks about what your business has to offer.
In this example, that data can be found between the two <div>
tags.Now, at the top you can add in:
<div itemscope>
 By adding this tag, we’re stating that the HTML code contained
between the <div> blocks are identifying a specific item.Next,
we have to identify what that item is by using the ‘itemtype’
attribute to identify the type of item our webpage is about
(tech).
<div itemscope itemtype=”http://schema.org/tech”>
An item type comes in the form of a URL (such as
http://schema.org/tech). Let’s say, for example, that your site
revolved around beauty products instead of technology. Your
item type URL might look like this:
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9.  An item type comes in the form of a URL (such as http://schema.org/tech).
Let’s say, for example, that your site revolved around beauty products
instead of technology. Your item type URL might look like this:
http://schema.org/beauty.
 To make things easier you can browse a list of item types here, plus you
can view extensions to identify the specific entity that you’re looking for.
Keep in mind that this list is not all encompassing, so there is a possibility
that you won’t find the item type for your specific niche.Tracking back to
the tech page, you want to tag the part of the webpage that contains the
name of the business. You can do this between the <h1> tags.Now, we’ll
be using the ‘itemprop’ tag, which labels the properties of an item:
 <h1 itemprop=”name”>Tech Haven</h1>
 You can apply these tags to the rest of the page now. When using tags to
identify item properties, it’s not necessary to tag the entire line, just the
one portion the property is making reference to.
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10. Tool Used to Check Schema
Code
https://search.google.com/structured-data/testing-tool
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11. What is Schema Used For?
 Businesses and organizations
 Events
 People
 Products
 Recipes
 Reviews
 Videos
Above are some of the most popular uses of
schema. However, there’s a good chance that if
you have any sort of data on your website, it’s
going to have an associated itemscope, itemtype
and itemprop.
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12. Different Types of Schema
Markup
When search engines crawl your web page, they
can only understand so much. Some elements
such as videos and reviews aren’t easily
understood. By adding schema markup (structured
data), we can tell engines what information the web
page contains. The most popular search engines
support three types of schema markup formats:
 JSON-LD
 Microdata
 RDFa 12

13.  In 2015 Google announced JSON-LD as
the preferred method. This
announcement was significant since
Google hadn’t stated a preference for one
format over another. Up until this point,
Google preferred webmaster only markup
the text that was visible on the page. This
is referred to “inline” markup.
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14. Example of Inline Markup
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15. What is JSON-LD?
 JSON-LD (JavaScript Objective Notation for Linked
Data) is a structured data format for marking up
your website and supported by the biggest search
engines Google, Bing and Yandex. It’s Google’s
recommended method of implementing structured
data. As we stated earlier one of the main
advantages with JSON-LD over other methods is
that it doesn’t have to be present in the <body> of a
page. Instead, it is embedded in a <script> tag and
can be placed anywhere on the page. Unlike other
methods JSON-LD doesn’t have to be placed inline
so you don’t have to change HTML elements.
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16. Example of JSON-LD
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17. What is Microdata?
 Microdata is a set of tags that allows you to
mark up your web page. These tags are
added directly to the HTML. Each set of tags
will consist of itemscope, itemtype and
itemprops. The itemscope tag is used to
identify what item is being referenced.
Itemscope is followed by an itemtype tag.
Itemtype identifies the type of item the
microdata is referencing. For example, it
could be a local business or recipe. Finally,
we use itemprop to markup each property.
Let’s look at the Microdata below for a local
business.
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18. Example of Microdata
Original HTML
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19. With Microdata markup
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20. What is RDFa?
RDFa (Resource Description
Framework in Attributes) is an
extension to HTML5 used to markup
metadata within web pages. RDFa is
similar to Microdata and just like
Microdata RDFa uses tags inline with
the existing HTML. Using the same
example from above here is what
RDFa markup would look like.
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21. Example of RDFa
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22. Benefits of Schema Markup
 Schema markup is all about making your page visually pleasing to
attract user’s click. Besides, it makes the search engine to interpret
the content of your page easily and pull out the more information
from that. Here are the benefits of schema markups helping your
website gain visibility in SERPs:
 Schema markups make your page looks more attractive, informative
and engaging in SERPS with snippets and images. A user is more
likely to click such results. This is why websites having schema
markup have a possibility to rank better than those without mark
up.
 Local businesses can clarify to search engines what their business is
all about, what they sell and how to contact them.
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23. What Method of Structured Data Is Right for
Implementation?
 JSON-LD is much easier to implement, and it’s the
recommended method by Google. It is also supported by the
largest search engines, so the future of JSON-LD looks good.
But if you would like to explore the other options keep this in
mind:
 Microdata is much more popular than RDFa and can be
found on sites such as eBay.
 You will need HTML experience to markup data with
Microdata or RDFa.
 To deploy Microdata and RDFa, you will need to edit your
website files. Now compare this to JSON-LD.
 JSON-LD isn’t actually visible on your page. You still get the
same results using JSON-LD without the added hassle of
changing your HTML or accessing your website files, and
JSON-LD can be added anywhere on your web page. It’s just23

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