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What is Schema Markup?

Sketching Schema Markup

Updated: Dec 12, 2017

Schema markup uses a large vocabulary from that can be understood by all major search engines. The code itemscope itemtype and itemprop are placed in the code of your page to define the pieces of content most valuable to search results.

Itemscope itemtype is used to define the URL in which the following items are taken from. A full list of schema types and categories can be found on to help define your category.

Itemprop is used for each individual item. It is placed immediately before the content in the code.

By inserting these schema types, you are providing Google with the resources to build a rich snippet for your page. This is a very valuable asset to stand out from the competition and increase your conversion rate.

Rich snippet of a Philadelphia Deli

This result will stand out because it provides users with the ratings, the price range and the availabilty all before the user decides on which page to click. The code for this snippet most likely looks like:

itemscope itemtype=””>
<span itemprop=”StarRating”>4.5
<span itemprop=”priceRange” itemscope itemtype=””>Under $10

It should be noted that, in order to add itemprop tags that do not exist within the current URL, you can still add them, just adding a new itemscope itemtype within that span tag.In order to build your ideal rich snippet, you must decide exactly what you want to be added, and understand how to add the corresponding schema.

Schema Markup for SEO

In order to achieve the desired rich snippet and communicate your page content to search engines as directly as possible, you will need to provide schema markup for all of the necessary elements.

The necessary elements for schema markup differ greatly based on the industry that a company or organization is in and the types of products or services that they provide. The best place to start is the full list of schema types and categories on Read through this list and find the category most relevant to your business.

The following chart identifies some of the most common types in the full list, along with schema markup specific to the industry.

Schema Markup by Category
Item Type Schema Markup
Person name, address, memberOf
Organization address, logo, AggregateRating
Product name, description, price
Creative Work author, commentCount, datePublished
Event about, AggregateRating, doorTime

Schema Markup for Local Businesses

Local businesses may especially benefit from schema markup, as their target audience relies heavily on a rich snippet in a local search result. A recent survey found that 51% of users rely on local information immediately before making a purchase decision. Providing accurate and well-communicated location details can be the difference between being scrolled past and driving in-store purchases through local search.

The most valuable itemprop tags for most local business include address, openingHours, and telephone. provides a LocalBusiness schema, with industry-specific item types such as FinancialService, FoodEstablishment and AutomotiveBusiness, with even more specific item types within these sections. Search through these sections to find the itemprop tags most relevant and valuable to your business.

Schema Markup Generators

To make things easier, there are now schema markup generators that use JSON-LD to add schema to your site with a  pre-made template. Simply fill in the information to the sections you need, such as address, name, and opening hours, and the code will be generated for you.

Schema markup is a very valuable and quick technique for optimizing your web presence. Its is often overlooked but can provide immediate results for your business. A relevant and engaging rich snippet can improve conversions dramatically and communicate your page more clearly to search engines.

A previous posts has also gone into detail on how to best attach your star rating to your page.

About The Author

SEO, Content Specialist

Craig was introduced to FourFront as a summer intern. Today, he applies his natural curiosity and creativity to all aspects of content development. Read More
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