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Common Types of Schema for Your Website

Ryan Tepperman, Digital Marketing Manager

By now, you’ve likely heard some buzzwords mentioned about schema or structured data (in case you haven’t, our overview post has you covered), particularly as a way to capitalize on the rise of voice search in recent years. Voice search has also led to an increase in question queries – over 40% of which return featured snippets, according to an SEMrush/Ghergich & Co. study – and Google is in the process of testing “multifaceted” featured snippets in search engine results pages. Expect both trends continue for the foreseeable future.

 

While structured data such as schema doesn’t guarantee your website will appear in featured snippets, it gives it a better chance at doing so, along with a variety of other SEO benefits.

 

Schema.org has a wide variety of schema items that can be used to mark up any type of website for basically any type of organization. And because this site was founded by Google, Microsoft, Yahoo, and Yandex, we can be confident that schema markup is supported and well-understood by most prominent search engines.

 

Unfortunately, though, the full list of schema types can be overwhelming:

overwhelming schema1overwhelming schema2overwhelming schema3overwhelming schema4

And that isn’t even half the list.

At this point, you may be asking, “How do I even get started?” We’re here to help simplify things for you, beginning with a list of common schema items that can be used for just about any organization’s website.

Schema for top-level pages

Just about every website is bound to have a homepage, as well as About, Contact, and FAQ pages. We’ve put together a few basic schema templates that can be used to mark up these four pages. Feel free to steal them – and augment them – as you see fit.

Homepage

Schema Template #1: 


<script type="application/ld+json"> {"@context":"http://schema.org", "@type":"Organization", "description":"summary of the company
(incorporating targeted keyword strategy)", "name":"name of company", "legalName":"legal name of company", "url":"homepage URL", "logo":"logo URL", "foundingDate":"year the company was founded", "founders":[{"@type":"Person","name":"founder #1 (list all founders)"}], "address":{"@type":"PostalAddress", "streetAddress":"address of headquarters",
"addressLocality":"city headquarters is located", "addressRegion":"state abbreviation", "postalCode":"ZIP Code", "addressCountry":"country abbreviation"}, "contactPoint":{"@type":"ContactPoint", "contactType":"customer support",
"telephone":"customer service phone number", "email":"customer service email address"}, "sameAs":["URLs of all brand social pages"]}
</script>


What Is It Used For: 

The Organization type allows you to mark up important information about the business (name, descriptions of services, etc.), information about the company’s history, contact information, and more. Ideally, this schema item will help improve rankings and how your site appears in the SERP for searches involving your brand name.

Schema Template #2:

<script type="application/ld+json"> 
{ "@context":
"http://www.schema.org", "@type": "WebSite", "name": "Company name",
"url": "Homepage URL", "potentialAction": { "@type": "SearchAction", "target":
"URL structure of internal site search", "query-input": "required name=search_term"} } }
</script>

What Is It Used For?
This particular schema item should only be used for websites with internal site search, and it improves the chances of the internal search bar appearing in the SERP.

About Us

Schema Template #1:


<script type="application/ld+json"> {"@context": "http://schema.org/", "@type": "AboutPage", "name":
"name of page (this can be similar to page title; incorporated targeted keywords if possible)", “description”: “description of page”, "url": "About Us page URL"}
</script>

What Is It Used For?

This is a more specific WebPage type. Take advantage of the “description” section and try to mark up different information for the About page than what you marked up on the homepage.

Contact Us

Schema Template #1:

<script type="application/ld+json"> 
{"@context": "http://schema.org/", "@type": "ContactPage", "name": "name of page",
"description": "description of page”, "url": "Contact Us page URL"} 
</script>




What Is It Used For?
This is a more specific WebPage type that lets search engines know that they will likely find contact information on this page.

Schema Template #2:
<script type="application/ld+json"> 
{ "@context": "http://schema.org", "@type": "Organization", "url": "URL of page", "contactPoint":[
{"@type": "ContactPoint", "contactType" : "customer service", "name": "name of contact point #1",
"description": "description of contact point #1", "telephone":
"phone number (include international country code prefix)","email": "email address",
"hoursAvailable": "hours contact point is open (i.e. Tu-Sa 12:00-18:00)"}]}

</script>            





What Is It Used For?
Mark up all of your contact points, such as:

  • Customer service or support
  • Sales
  • Help desk
  • Box offices
  • Credit card support

Etc.

FAQ Page

Schema Template #1:

<script type="application/ld+json"> 
{ "@context": "http://schema.org/", "@type": "QAPage", "name": "name of page",
“description”: “description of page”, "url": "FAQ page URL" }
</script>

What Is It Used For?

This is a more specific WebPage type that lets search engines know that they will likely find frequently asked questions on this page.

Schema Template #2:

<script type="application/ld+json"> 
{ "@context": "http://schema.org", "@type": "Question", "url": "URL of page", 
"text": "exact text of question you want to mark up (align with targeted keyword strategy",
"acceptedAnswer":{"@type": "Answer", "text": "exact text of answer” }}
</script>




What Is It Used For?
This allows you to mark up exact questions – in particular, question queries that have search volume. If you know that your users are asking specific questions, based on your keyword research, consider adding and answering those questions directly on site, and then marking them up with schema to improve the chances of them appearing in answer boxes.

Additionally, there are more specific “Organization” types such as Corporation, MedicalOrganization, and LocalBusiness. New schema types are constantly being developed, so if you don’t see one specific to your business or industry today, check back again in a few months.

Local businesses vs. eCommerce sites

Once you’ve added schema the top-level pages of your site, the next step is to determine the best approach for marking up your services and/or product pages. Generally speaking, local businesses should utilize the Service schema type, while eCommerce sites should have their product pages marked up with Product schema. If you fall somewhere in between, then the answers to the below questions will help dictacte which strategy makes the most sense for you:

  • Do you sell services or products? Or a combination of the two?
  • What’s your service area?
  • Do you have a specific type of business audience?
  • What’s the objective of your site? Is there an intended action you want users to take?

There’s a pretty significant difference when it comes to creating and implementing these two schema types (Product schema may require more development work upfront, for instance), which is why it’s worth asking and answering these questions first. We’ll cover both approaches in more detail in upcoming blogs.