Understanding Schema

Schema.org markup is a code that you put on your website to help search engines return more informative results for users. It is a form of structured data that tells search engines what your data means, not just what it says, enabling the creation of Google Rich Results.

Importance Rating of 7/10

Webmasters use Schema.org to annotate website content with specific tags or microdata that correspond to recognized types, properties, and relationships within the Schema.org vocabulary, thereby helping search engines understand the context and content of the pages more effectively.

  • Enhanced Visibility: Schema markup can lead to Rich Results, which can make your listings more noticeable in search engine results pages (SERPs).
  • Improved Click-Through Rates: Because Rich Results can include elements like ratings, images, and additional information, they may attract more clicks from users.
  • Better Understanding: Schema.org helps search engines understand the context and content of your pages, which can positively impact your relevance for certain queries.
  • Voice Search Optimization: With the rise of voice assistants, structured data can help these devices understand your content and provide it as a spoken answer.
  • Competitive Edge: Using Schema.org markup can give you an edge over competitors who do not utilize it, enhancing your potential to rank better for relevant queries.

It’s important to note that the value of Schema.org may vary depending on your industry, the competition, and how features are presented in SERPs. For websites that rely heavily on visual content, user reviews, events, recipes, local business information, etc., Schema.org can be especially crucial.

While Schema.org itself is not a ranking factor, the indirect benefits it provides through Rich Results and better comprehension by search engines make it a significant consideration in any SEO strategy.

How to Setup Schema


  • Use a dedicated schema plugin like Schema or WP Schema. These auto-generate schema markup.
  • Add schema code manually in your theme – works for simple markup like site name, logo etc.
  • Some SEO plugins like Yoast SEO have built-in schema markup capabilities.
  • For complex schema, work with a developer to add custom schema code to templates.


  • Squarespace automatically adds basic schema markup like breadcrumbs, site name, logo etc.
  • Use the SEO Keywords field in Pages or Products to add schema keywords.
  • Install a 3rd party app like Schema for Squarespace for more control over schema.
  • Contact Squarespace Support to request complex schema markup be added site-wide.


  • Manually add schema code to theme template files like product.liquid, collection.liquid etc.
  • Use an app like Schema App or Shopify SEO to generate schema markup.
  • Shopify Metafields can be used by developers to create custom schema for products, pages etc.
  • Use the Google Merchant Center integration to generate schema for product data.
  • Validate schema using Google Search Console or testing tools like Google’s Structured Data Testing Tool.
5/5 on Google
Tresseo is a Canadian Website services company in Ottawa, Canada.
All rights reserved © 2024 TRESSEO