Search engines have long sought a way to understand websites. This need arises because search bots cannot always recognize a site’s content by reading its code. Is it a store or a blog? Recipe or garden site?

This is the purpose of structured data. It’s an idea from the 1990s of organizing site information to help search engines understand it. But the rise of the web has given rise to many forms of structured data, rather than individual searches.

Log in to Schema.org. It is a form of structured data – “words” based on the JSON-LD code – founded in 2011 and trusted by the major search engines: Google, Yahoo, Microsoft and Yandex. It is a non-profit community populated and organized by developers and engineers. By 2022, Schema.org structured data is the de facto industry standard.

Therefore, the words “schema” and “Schema.org” are synonymous.


Beyond rich snippets

Google requires schema tags to qualify for rich snippets in organic search results. But the benefits go beyond extracts. Although it supports only a small number of schema types, Google’s search guidelines encourage website owners to use these tags in many places, for example to identify articles, breads, people and -authors, social sites, “companies”, etc.

Basics of schema implementation include:

Schema Builders, Validators


Schema Builder is a free Chrome extension for creating schema markup. While there are a lot of schema builders out there, Schema Builder makes it easy to copy the symbols on any site, not just yours.

For example, you can copy feature rich snippets from a competitor’s page. Just open this page in Chrome and activate the extension. Then edit, copy and paste the schema on your page.

Also, the index is automatically found in search bots. Make sure that the information is also readable by humans.



The Schema.org supporter loads the page schema on the right side in a structured format. Users can specify any property or function for the device to display the code below.

The tool will also display schema errors in red and list recommended (but not required) components to add.

Ryte’s structured data wizard supports schema markup directly on every page. Ryte’s Chrome extension is faster than its web version because there’s no need to copy and paste URLs.

Other options


Strategy implementation tools are on the rise, especially for popular platforms like WordPress, Shopify, Wix, and many others.





List of features

Always check the limitations of your content management platform before implementing third-party content creators. Then, once it’s installed, refine the markup with Google’s rich results testing and community supporter Schema.org.

Pay attention to the “Promotions” section of Google Search Console. This section lists (i) all rich snippets your site is eligible for based on its schema usage and (ii) errors or warnings in your schema that may (or may not) prevent rich snippets.

The “performance” section of the search engine compares the click-through rates of your various rich snippets and identifies the best performers to see the best traffic generators.



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