Getting Started With Schema App

A Step by Step Guide for Optimizing your Website for Organic Search

Google recommends using markup to optimize your website for organic search. But is complicated and it is hard to figure out what structured data you should use on what page to get the best results. That is why we have developed this guide.

Our goal is to help you learn how to optimize a website using, and automating the processes by using Schema App, or another JSON-LD generator. And don’t worry, you won’t have to write any code to get this right.


  • What pages should you optimize on a website?
  • Register for Schema App
  • Install WordPress Plugin or Google Tag Manager
  • Optimize your Home Page
  • Optimize your Contact Page
  • Optimize your strategic content

Includes Best Practices for

  • Integrations (WordPress Plugin, Google Tag Manager)
  • Home Pages (Organization or Local Business)
  • Contact Us pages
  • About Us pages
  • Services pages
  • Location pages

Step 0: Which Pages Should you Automate on a Website?

  • In order to get the best organic results from doing structured data on your website, the first step is to understand what “things” are important to the business and to searchers. Most Google searches are not for words, but for people, places and things – also known as ‘entities’. If you think of the “things” that are important and then ask yourself the question, “what about these things are searchers looking for” you will have a sense for what you need to markup.
  • Let’s get more specific. In our 3+ years doing structured data strategies for companies, there are five things that people want to know about a business:
    1. What is the Business?

      Type, Location, Founder, Phone Number, Email, Reviews, Testimonials, Area it Serves.

    2. What pages get the most traffic?

      Use Google Analytics to figure out which pages people are already looking at.

    3. What pages outline strategic focus areas for your business?

      Do you have multiple services, products or locations. Which of these are a strategic focus for growing your business?  Is there a specific part of your business that is very unique? Optimize it!

    4. In addition to these pages, you will want to optimize your core pages: your homepage, contact page, location page.
  • Now you have a list of the pages to optimize.

Step 1:   Register for Schema App

Step 2: Install WordPress Plugin or Google Tag Manager

  • Now that you know what you want to promote in organic traffic, it’s time to get your tools in place.
  • If you are using Google Tag Manager, you’ll need to API Key from Schema App.  Once you have your API key, you can setup Google Tag Manager by following these video instructions.

Step 3: Optimize Your Home Page

  • Your website is connected with Schema App and you know the pages you need to optimize with So let’s get started with your homepage. You need to define it as an organization in
  • Let’s start by opening and logging in.
  • On the main page of the app, click on Organization. Watch this video on how to optimize the organization and what content to use!

Step 4: Optimize your Contact Page

  • For each website you work on you will want to optimize the contact page. Ask yourself, what is the page about? It’s about the ways to get in contact with a person. has a web page type of Contact Page, and this page is about Contact Points.
  • Before you start, list out the different contact points for the business.  Often the contact points are different departments (sales, customer service, support, technical support, manufacturing, etc) or different numbers you have listed on your website (toll-free, sales, support, etc). The markup you create in Schema App should represent what is listed on the page.
  • Using Schema App as an example, we have a contact page here: and on that page we have one contact point, which includes our toll-free number and our email.   For Schema App the contact is our general mailbox (which actually ends up with cofounder, Martha van Berkel).
  • Follow the instructions on the video to optimize your contact page with the appropriate contact points.  After you are done, ask yourself these questions:
    • Have I listed all the contact ways for the business in the markup? If not, add another contact point under About.  Use #department to differentiate between the different contact points. For example, sales for Schema App would have the URI and URL of
    • Have you connected the contact page to your business? If not, add the property Publisher and connect with the organization you created in step 1.

Step 5: Optimize your strategic content

This stage differs from business to business. Here are some tutorials to guide you on how to mark up those pages:

Are you ready to use the most powerful structured data toolset in the world?