Schema markup, also known as structured data, is a way to add additional information to a website’s HTML code that helps search engines better understand the content and context of the page.

This markup uses a standardized vocabulary defined by, a collaborative project supported by major search engines like Google, Bing, Yahoo, and Yandex.

The primary use cases for custom schema markup include:

  1. Rich Snippets: Schema markup can enhance the way search results are displayed, providing additional information such as ratings, reviews, prices, and other relevant details directly in the search engine results page (SERP). This can increase click-through rates and provide a better user experience.
  2. Knowledge Graph Integration: Search engines use schema markup to populate their knowledge graphs, which are databases of structured information about entities, concepts, and relationships. This can lead to enhanced search results, including knowledge panels and featured snippets.
  3. Voice Search Optimization: As voice assistants like Siri, Alexa, and Google Assistant become more prevalent, schema markup helps these devices better understand and interpret the content on a website, improving the accuracy of voice search results.
  4. Local SEO: For businesses with physical locations, schema markup can provide information about addresses, opening hours, contact details, and other relevant data, making it easier for users to find and interact with the business.
  5. E-commerce Optimization: Online stores can use schema markup to provide detailed product information, including prices, availability, reviews, and specifications, which can improve the visibility and click-through rates of their product listings in search results.
  6. Accessibility: Schema markup can help assistive technologies, such as screen readers, better understand and convey the content of a website, improving accessibility for users with disabilities.

While schema markup is not a direct ranking factor for search engines, it can improve a website’s visibility by helping Google understand the page better and rank it for relevant keywords.

Example of a rich snippet, featuring multiple images and delivery and return information.

Schema Markup for WordPress

Schema markup is easily applied to pages by using an SEO plugin like All in One SEO. Users can click a few buttons and fill out some form fields to add schema to their pages.

All in One SEO offers 18 different types of schema ranging from recipe schema to product review schema and dataset schema.


How-tos for WordPress users

Also see SEO case studies of brands that achieved big traffic gains, in part, due to use of schema markup: