What is Schema? How to create Schema for websites from A to Z

What is Schema? How to create Schema for websites from A to Z

What is Schema?

Schema or Schema Markup (SM) is a piece of HTML Code or Javascript Code. It is used to mark structured data. It is created from the cooperation of 4 famous search engines: Google, Bing, Yandex, and Yahoo.

When it is attached to the website of the business, the search engines more easily recognize the Website. Thereby returning results quickly and accurately, increasing your ability to rank on search results.

Specifically with the same Search content, but Google Engine understands many different aspects. This results in results that may not be as desired by the user.

What is Schema?
What is Schema?

However, if the Website has a Schema – a place to provide specific data. Search Engines can thus accurately understand the content of the topic the Website is referring to.… From there, it gives a display that matches the user’s wishes.

In addition, it also helps Websites become professional, and attract more traffic. Simply because it provides useful and valuable information to customers.

How Does Schema Affect SEO & Search Engines?

According to what Google announced, Schema Markup is not a ranking factor/signal.

There are many controversial opinions surrounding this issue. But one thing is for sure: Don’t trust what Google says 100%, it’s not that they’re not transparent, they have to keep the algorithm secret.

Let’s explore the following points to understand more about the impact of it on SEO:

CTR (Click Through Rate – Click Through Rate)

According to Google, Schema Markup is not a ranking factor or signal. But it can certainly help with keyword rankings positively. This will have the effect of increasing CTR, reciprocating with each other.

CTR (Click Through Rate – Click Through Rate)
CTR (Click Through Rate – Click Through Rate)

Specifically, if many people click on the Website on the search results table. Google will receive a signal that the user wants to read the content. To meet the demand, Google proceeds to rank your article higher.

This story goes on and on, but not just for business websites. Tomorrow, competitors may change the title of the content so that their CTR is higher than yours. Of course, Google will also notice that and the rankings continue to be changed.

Therefore, do not expect your article to stay at the top for long, Schema cannot do this. It only promotes an increase in CTR thanks to easy access, display, and analysis advantages.


Despite saying that SM affects search rankings. However, it is not entirely dependent on it. You should still prioritize resolving issues related to Website and SEO.

Specifically, ensure important factors such as Keyword research, content optimization, Onpage SEO, etc. All should be completed before adding it to the Website.

The reason it has to be in such a sequence is that Google understands the content needed to show the Snippet to the user. If you want reviews to have a higher chance of showing up, then SM will come in handy.

What is the relationship between Entity and Schema?

The schema doesn’t just stop at the above information. It also contains many new things to explore in detail. Among them is the close relationship with Entity as follows:

Realistic benefit

The first thing that can be mentioned is that Google strongly believes that Websites have been identified as an entity. Time to affect and update quickly when finished Schema only 3, 4 days later saw the change.
Next, Entity helps improve rankings significantly for those keywords. Specifically, these include keywords that are stuck on pages 2 and 3 related to the black sheep effect or when the Website is Sandboxed.

Realistic benefit
Realistic benefit

When implementing Entity, the ranking is very fast and strong. New keywords that are not in the top 100 will also fly immediately to pages 4 and 5. Of course, this only happens to websites that are not penalized.

Besides, Entity is also a solid protection of the Web from Google penalties. With newly created Websites, it is extremely effective in increasing trust. Specifically helping to nurture a steady increase in organic traffic.

Mixed opinions about Entity

The benefits of Entity are undisputed, but there are still many conflicting opinions around. Professionals think that it is no different from how to dominate Google SEO Map.

Competitors have little difficulty recognizing the corporate web as an entity. From there, they are also easy to imitate. If you dig deeper to learn, Entity is not as simple as you think just now.

The problem of SEO newbies

The problem that SEO beginners often encounter is subjectivity. Specifically, when they hear a familiar name/topic, they think they know it all. Almost everyone refuses to accept it anymore, even if there is a new update. Thus, they make themselves obsolete when technology is increasingly developed.

The problem of SEO newbies
The problem of SEO newbies

In addition, SEOers need to know that Social Media is only a small part of Entity Building. There are also countless other entity-building techniques.

If you are a person who loves to learn, with a basic knowledge of Entity you will surely understand many things. SM is one of them.

Entity validation with Schema

In Entity Building, to identify the entity and let Google trust the Website, there are 2 types of Schema to use. These include Schema Business about businesses, and about people.

Any business is founded by an individual. When Google checks the Website if it finds the information is consistent with what is recorded on the Internet. At the same time, this company was created by person A

Google easily recognizes Business Websites as an identifiable entities. From there, it will help increase the overall ranking of the Web site.

A brief look at Schema

Some other useful information about Schema below will help you understand and make good use of this tool. Specifically, it will include the following:

Schema’s role

Currently, there are more than 1 billion active websites in the world. Users, easily understand the content of these Web sites.
But with Search Engines alone, it is not so simple. The reason is that there are a lot of complicated words search engines can’t explain.

Schema's role
Schema’s role

For example, the string “Moonlight”, could be referring to moonlight or the name of a movie. Depending on the context, this word will have a different meaning. In general, search engines have a hard time showing relevant results to users.

To solve this problem, Schema is the place to provide specific data. Based on that, the Search Engine understands what kind of content the Website is writing about, and what topic.

In addition, it will help your business website become attractive and provide a lot of useful information. For example, when a user wants to attend an event, it helps to display Websites with relevant information. From there, increase the rate of visits to the business Web site.

Difference between Schema and Microdata and Structured Data

Through the summary of what is Structured Data, Microdata, and Schema SEO, you will realize the difference between the 3 terms. Specifically include the following:

  • Structured Data represents items associated with values. Aim to have a better information structure. It can be related to SEO and anything else that contains information.
  • Microdata is a format that represents how data is visually structured. For ease of understanding, think of it as text, audio, or video.
  • Schema – a vocabulary that defines terms and values, adopted by many platforms. Therefore it is very popular in the implementation of Structured Data.

Schema types trusted by search engines

Surely by this part, readers also wonder how many types of SM there are. In fact, the answer is that there are many, but what is trusted by Google includes only:

  • It often appears in excerpts. It is often used to promote a company or a person through company name, logo, details, contacts, etc.
  • Breadcrumbs play the role of showing the site structure. It highlights the link to the page you are looking for.
  • Recipe is used to show recipes right in the snippet. You can see ingredients, cooking times, and recipe reviews.
  • The FAQ lists the answers related to the given topic in a drop-down fashion. From there, users will have a higher intention to click, leading to an increase in Website Traffic.
  • Article helps Google understand the important parts of the content. For example, Newspaper names, featured articles, blog posts, etc. are shown very clearly.
  • Event will show the date, time, and booking link in the excerpt. This makes it easy for users to learn.
  • Product is a structured form of product data such as price, user ratings, etc. So users always have a better experience.
  • Local Business is a type of Schema that displays local business information.

Above is a list of types of Schema Google supports. SEOers, please pocket the reference tips when you need to use them.

Complete guide to creating Schema

The following content will guide SEOers on how to create Schema on the Website. You can refer to it depending on your needs, including Schema for businesses and individuals.

Schema Business

For Schema Business, the data declared on the Internet, Google, and it must match. Only then will Google conduct authentication easily, giving high-ranking points. In the following, please refer to the detailed instructions for creating the SM.

Schema Business
Schema Business

Detailed instructions for creating Schema Business

Step 1: Go to Google Map, and search for the business name to get the company address URL. Note that you do not copy the URL directly in the Browser bar, instead choose “share” => “copy link”.

Step 2: Go to Redirect-checker.org, paste the link you want to check in the “Search” box. Next, choose the type of Search Bot – Google Bot, and finally click “Analyse”.

If the results return a 301 Redirect link, this is the correct URL of your Google address. This link has the code 200, which means it can be indexed. Please take this link and put it in the Hashmap section.

On the contrary, the SEOer checks for 302 Redirect, and immediately copy the URL “200 OK” to paste it. Then, you fill in the required information: Company name, Email, Address, Description, Time, …

Note with the Geo section – business coordinates and latitudes on Google Map need to be accurate to record in Schema. At Same As is the place to paste more detailed information about businesses on the Internet. Therefore, choose a reputable site like Wikipedia, or social networks Snapchat, Spotify, etc.

Each URL at SameAs will act as a link, Link Out. So you’re passing Link Juice to the page you’re filling in.

Schema Person

In the next section, the site will show you how to create a Schema Person. You also perform check Redirect as above. Next, fill in the following information:

  • Context: https://schema.org/
  • Type: Person.
  • Company founder name.
  • Job Title: Position in charge of the job.
  • Company owner’s photo.
  • Work for: Company name.
  • URL: The address of your personal Facebook page or other social networking sites.
  • Same as: Similar to the above, you will put in this section the most popular Google social networking sites.
  • Alumni Of is information about which school the business owner attended. You note that all declared information must match on the Internet.

All the above content will help the Schema creation process go smoothly. You do not spend too much time editing details or redoing them from scratch. Therefore, SEOers, please pocket this secret right away and always keep it handy when needed.

Check Schema’s Operation

After successfully creating the Schema, the SEOer should not forget to check its operation. The purpose is to make sure there are no problems or errors. Specifically, please refer to the following instructions:

By Google Search Console

Google Search Console displays the full range of Markups detected in the Enhancements tab. Based on this, you click on the type of Shema you want to see the report.

If you have validated the Markup before deploying, surely the Web will not have any problems. However, some attributes are required for some Schema types, which can cause errors. Usually, those mistakes are insignificant, so don’t worry too much.

Structured Data Testing Tool

Using the Structured Data Testing Tool is a way to test what the page after adding the Shema will look like. First, we go into the analysis of the generated tool code.

Structured Data Testing Tool
Structured Data Testing Tool

After pasting the code, select “preview.”, you will see how the articles will show up in Google search results. In addition, SEOer can also view any added Markup elements. If necessary, edit the HTML directly in the Tool to update it.

How to Insert Schema in WordPress

As you know above, there are many types of Schema, choose and insert one of them in the header of the Website. This helps improve search rankings. Here’s a step-by-step guide on how to do it with a WordPress Website:

  • Step 1: First, SEOers download a Plugin named Header and Footer Scripts. After enabling it, we will insert the Script Schema, then select Update.
  • Step 2: You refresh the page and check the Source Code. Now all the Schema sections in the Header tab are displayed.
  • Step 3: Submit on Google Search Console on computers and mobile phones. With the mobile version, Google Index will be faster, about 2-3 days.

Google Schema Techniques

In the past, we used to create it once for the entire Website. However, this article will proceed on each page, each URL. The purpose is to avoid and reduce the risk of being visited by Google Panda due to duplicate content.

At the same time, it is still the Code of HTML. So, if you leave it on the whole Website, it will be very easy to have Duplicated Content

Schema inserted in the Header, the Web site will enjoy the full benefits of it. Therefore, please do it properly, and try to insert all the SM in the Header.

Exit Sandbox with the “red carpet” effect

The entity with Social with Schema and other Entity validation techniques is called the “red carpet” effect. It works to help the Websites get out of Sandbox.

When a new Web site is indexed, Google can “scratch” these Websites. What happens next is that Google will immediately recognize who you are? Besides, there is information on the Internet about you.

Or find out who the founder is? How influential are they?… This scene is like when someone goes to a show and walks on the red carpet. At this point, everyone notices recognize and trusts you like Google for the Website.

That means that the business Web site is free from the “Sandbox” zone – a restraining algorithm of Google. All of the above is the reason many people call it the “Red Carpet” technique.


Above is all the detailed information about what Schema is on the Website. Hope the article Share Tool brought to you has brought you a source of useful knowledge. Wish your business SEO success.

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