Schema markup features content in rich snippets, and counts as a Google ranking signal.

 

If your schema markup has errors Google will either ignore it, block your page from search results or hit you with a penalty for search rankings manipulation. I will fix your schema markup and add more fields that give extra boost to your page and produce rich search results.

Schema types: Organization, Local business, Breadcrumbs, Video, Products, SameAs, FAQ pages, How-to, Events, Restaurant.

 

Fix Schema

 

Contents

 

What Are the Types of Schema Markup?

Schema markup comes in three different formats: Microdata, RDFa, and JSON-LD (my favorable). Microdata is tags that you can add to your HTML code to designate information related to content chunks. Microdata tags start with a div itemscope, and then specify the itemtype="http://schema.org/itemtypehere" and it unfolds with more tags nested within the div. The itemtype can be a LocalBusiness, Restaurant, Event, Organization, Product, Rating, etc. The same designation can be done with the other two formats that designate ontologies, RDFa and JSON-LD. More important are the groups or ontologies that the three formats highlight and include a long list: Organization, Reviews/Ratings, Events, ​People, Products, ​Recipes, Software Application, FAQ Pages, Videos, Articles, LocalBusiness, Restaurants, Movie, Persons, Places, Books, etc.

 

Organization Schema Markup

The Organization schema markup provides information about the company, the registered name, brand logo, contact info, location and social profiles.

XYZCompany
Street Address
City
StateZip Code
Phone: +1-organization-phone

Organization Schema Markup

<div itemscope itemtype="http://schema.org/Organization"><span itemprop="name">XYZCompany</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress">Street Address</span>
<span itemprop="addressLocality">City</span>
<span itemprop="addressRegion">State</span><span itemprop="postalCode">Zip Code</span></div>Phone: <span itemprop="telephone">+1-organization-phone</span></div>

 

Organization JSON-LD

<script type="application/ld+json"> "@type": "Organization", "name": "XYZCompany", "url": "https://www.organization.com/", "logo": "https://www.organization.com/logo.png", "sameAs": [ "https://www.facebook.com/organization", "https://www.twitter.com/organizationhandle", "https://www.linkedin.com/company/organization", "https://www.instagram.com/organization/", "https://www.youtube.com/user/organization" ], "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-organization-phone", "contactType": "customer service", "contactOption": "TollFree", "areaServed": "US" }]</script>

 

LocalBusiness Schema

Businesses with physical stores in one or more locations can benefit from the local business markup. It shows up in featured snippets with the business address, opening hours, contact info, website, etc.

Dr. Dentist
Email: office@dentist.com
Phone: +1-dentist
Url:
cash, check, credit card, invoice
Payton Ave
Indianapolis, IN 46226

LocalBusiness Microdata

<div itemscope itemtype="https://schema.org/LocalBusiness"><div itemprop="name">Dr. Dentist</div><div>Email: <span itemprop="email">office@dentist.com</span></div> <div>Phone: <span itemprop="telephone">+1-dentist</span></div> <div>Url: <span itemprop="url">https://www.dentist.com/</span></div> <div itemprop="paymentAccepted" style='display: none' >cash, check, credit card, invoice</div><meta itemprop="openingHours" style='display: none' datetime="Mo,Tu,We,Th,Fr,Sa,Su 09:00-18:00" /><div itemtype="http://schema.org/GeoCoordinates" itemscope="" itemprop="geo"><meta itemprop="latitude" content="40.750257" /><meta itemprop="longitude" content="-73.940694" /></div><div itemtype="http://schema.org/PostalAddress" itemscope="" itemprop="address"><div itemprop="streetAddress">Payton Ave</div><div><span itemprop="addressLocality">Indianapolis</span>, <span itemprop="addressRegion">IN</span> <span itemprop="postalCode">46226</span></div></div> </div>

 

LocalBusiness JSON-LD

<script type="application/ld+json">{ "@type": "localBusiness", "@id": "https://www.dentist.com/", "address": { "@type": "PostalAddress", "addressLocality": "Indianapolis", "addressRegion": "IN", "addressCountry": "US", "postalCode": "46226", "streetAddress": "Payton Ave" }, "name": "Dr. Dentist", "description": "Dental practice description, services, health insurance, etc.", "image": "https://www.dentist.com/logo.jpg", localbusiness "hasMap": "https://goo.gl/maps/", "openingHours": ["Mo-Fr 09:00-18:00"], "priceRange": "$300.00 - $4.500,00", "paymentAccepted": "ByBankTransferInAdvance, ByInvoice, Credit Card, Cryptocurrency, DirectDebit, PayPal", "currenciesAccepted": "USD", "email": "mailto:office@dentist.com", "telephone": "+1-dentist", "url": "https://www.dentist.com/", "geo": { "@type": "GeoCoordinates", "latitude": "39", "longitude": "-86"} }</script>

 

Breadcrumbs

BreadcrumbList is a map for users to easily navigate through the site content and generate more page views. It also helps with interlinking and provides a map for search engine crawlers to discovering content.

 

Breadcrumbs Microdata

<div itemscope itemtype="http://data-vocabulary.org/Breadcrumb">>><a href="#" itemprop="url"><span itemprop="title">Home</span></a> / <a href="#" itemprop="url"><span itemprop="title">Services</span></a> / <a href="#" itemprop="url"><span itemprop="title">VoIP</span></a> / <a href="#" itemprop="url"><span itemprop="title">Voice Manager</span></a></div>

 

Breadcrumbs JSON-LD

<script type="application/ld+json">"breadcrumb": {"@type": "BreadcrumbList", "@id": "https://www.company.com/services/voip/voice-manager/#breadcrumb", "itemListElement": [{ "@type": "ListItem", "position":1, "name": "Home", "item": "https://www.company.com/"}, {"@type": "ListItem", "position":2,"name": "Services", "item": "https://www.company.com/services/"}, {"@type": "ListItem", "position":3, "name": "VoIP", "item": "https://www.ergoseo.com/services/voip/"}, {"@type":"ListItem", "position":4,"name": "Voice Manager", "item": "https://www.ergoseo.com/services/voip/voice-manager/"}]}</script>

 

FAQ Pages

FAQPage schema markup is a nice way to format frequently asked questions that show up in search results via rich snippets.

How old is Colosseum?
The Colosseum or Coliseum, also known as the Flavian Amphitheatre, is 1,950 years old, built ca 70-80 AD.

 

FAQPage Microdata

<html itemscope itemtype=”http://schema.org/FAQPage”><div itemscope itemtype=”http://schema.org/Question”><div itemprop=”text”>How old is Colosseum?e</div></div><div itemscope itemtype=”http://schema.org/Answer”><div itemprop=”text”>The Colosseum or Coliseum, also known as the Flavian Amphitheatre, is 1,950 years old, built ca 70-80 AD.</div></div>

 

FAQPage JSON-LD

<script type="application/ld+json">{ "@context": "http://schema.org/",{"@type": "FAQPage","mainEntity": [{"@type": "Question",name": "How old is Colosseum?","acceptedAnswer": {"@type": "Answer","text": "The Colosseum or Coliseum, also known as the Flavian Amphitheatre, is 1,950 years old, built ca 70-80 AD. "}}]}</script>

 

Restaurant Schema


Accepting reservations: Yes
Menu
Cuisine: Italian
Price range: $$
Address
City, StateZip code
Phone: +1-restaurant-phone

 

Restaurant Microdata


<div itemscope itemtype="http://schema.org/Restaurant"><h2 itemprop="name">Your Restaurant</h2>Accepting reservations: <span itemprop="acceptsReservations">Yes</span><a itemprop="menu" href="https://your-restaurant.com/menu">Menu</a>Cuisine: <span itemprop="servesCuisine">Italian</span>Price range: <span itemprop="priceRange">$$</span><div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"><span itemprop="streetAddress">Restaurant Address</span> <span itemprop="addressLocality">Restaurant City</span>,<span itemprop="addressRegion">Restaurant State</span><span itemprop="postalCode">100 00</span>
</div>Phone: span itemprop="telephone">+1-restaurant-phone</span></div>

 

Restaurant JSON-LD

<script type="application/ld+json">{ "@context": "http://schema.org/","@type": "Restaurant","name": "Your Restaurant", "acceptsReservations": "Yes","menu": "https://your-restaurant.com/menu","servesCuisine": "Italian","priceRange": "$$","address": {"@type": "PostalAddress","streetAddress": "Restaurant Address","addressLocality": "Restaurant City","addressRegion": "Restaurant State","postalCode": "152 00" },"telephone": "+1-restaurant-phone"}</script>

 

 

How to Add Schema to Wordpress?

Instead of hand-coding WP files like header.php, singlepage.php singlepost.php, you can easily plug in a script to do the work for you. The most common markup for rich snippets in Wordpress is star ratings, product information, local business details, article information, event details, and locations. You will want to make sure all your WP pages and posts present the same data, which is not always the case with WP plugins. Here is a list with Schema Plugins: Schema
Schema & Structured Data for WP & AMP. The plugin supports 33 schema types. Pulls reviews from over 75 sites.
Schema – All In One Schema Rich Snippets. The plugin supports these schema types: Review, Event, ​People, Product, ​Recipe, Software Application, Video, Articles.
WP SEO Structured Data Schema. Supports schema types: organizations, local businesses, videos, events, ratings, geo coordinates, people’s names, logos, business descriptions, working hours.

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What Is Better in Schema: WebPage or Article?

If you are unsure which schema type is better for your page, keep in mind that you could nest an article within a WebPage. Having a WebPage item on every page, you could combine it with an Article item on a specific page. Denote that the Article is the primary thing on that page with the mainEntity property.

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What is Speakable Schema?

Speakable Schema is a type of schema released by Google that gives audible answers via Google Assistant (available on smartphones and smart home devices) and Google News when users search a particular brand or event. Still in beta, can be accessed only by news publishers in the US and works with Google Home devices, it gives out a summary of the story with plans to include the whole stories in the future. It falls into the bucket of the new trend of Voice Search, and it's a way to designate content that can be served with audio assistants on smartphones and smart home devices. The logic behind it is similar to the rest of schema implementations, an algorithm evaluates the content relevance and serves it in the SERPs. News publishers can select text fragments to highlight with the speakable schema. It is best to focus on one topic with explicit digestible content to facilitate, including the answers into voice search.

The content highlighted with speakable schema must fulfill some quality criteria, i.e., all audiences' language, author information, publication data and contact details, verifiable facts, etc. It is too early to measure the impact of the speakable schema to organic traffic as still in beta. Some companies already encourage users to use Siri, Alexa, Google Home, to access their content without apps. Voice search looks like a natural process, and it will surely change the way websites get their traffic, maybe add a new channel in analytics with Voice Search. Companies need to understand and adapt fast to the latest specifications, meaning understand and predict user queries on home devices, find ways to create different content that meets the new characteristics of Voice Search.

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How to Whitelist Emails for Google Gmail?

To use marked-up emails sent to your users, you will need to register with Google. The emails should pass the Email markup Tester and include as much data as possible. Note that Gmail removes all markup when forwarding an email. Follow the Email Sender Quality guidelines: Authenticate emails via DKIM or SPF; Match the top-level domain (TLD) of the SPF check or DKIM signature to the TLD of your From: email address; Emails must follow the Gmail Bulk Sender Guidelines; Have sent a high volume of mail from your domain (order of hundred emails a day minimum to Gmail) for a few weeks at least; A low rate of spam complaints from users. Actions should be used for transactional mail, where a high interaction rate is expected. They should not be used on promotional bulk mail. Go-To Actions: Must point to the specific page on which the action can be performed. Button labels need to show clear action to be taken and must be true to page the user is going to. Have a low failure rate and fast response for services handling Action Requests.

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How to Measure the Performance of Schema?

The question is legitimate. Is it worth adding schema snippets on all our pages or only to a handful of landing pages? Adding schema requires resources (know-how, research, some coding skills, and working hours). It's very abstract to go out and say every business needs schema markup because it is beneficial for Google rankings as the search engine understands better the content. It calls for some testing on what works for the search engines that I run on my new research website. I know from my research data what benefit (if any), and these data are disclosed to my search courses. Without testing data, how can we be sure that schema indeed works? What we can say is that some rich snippets do appear in search results. That's easy to verify. FAQ pages, product pictures, prices, music songs, recipes, events, etc. But for rankings? I guess most people would like to know the impact of rankings.

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Examples

Local Business Schema Markup

 

 

Fix Schema Markup Errors

 

 

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