Schema Markup News for May 2020

Happy May from Schema App. This is a time of change. For me, this time has meant juggling parenting, leading Schema App, cooking, and cleaning while also trying to maintain my personal health. It has been exhausting! However, I believe I have also grown as a result of the experience.

It turns out that schema markup has also been going through a lot of change. In the last 60 days, Google has made 14 updates to their structured data recommendations, version 8 was released, and consumers are going to the web and seeing/engaging with these “fancy” results.

We’ve also released some new features, like our Google Indexing integration.

Below, we summarize these changes and updates, and share some resources to help you maximize your schema markup opportunities!

Happy Schema’ing. Stay well.

Martha van Berkel
CEO, Schema App


Feature Updates + Releases

In addition to Google’s algorithm change in May, there were several updates

Feature + Report Updates 8.0 version 8.0 was released on April 29th, 2020. This marks the seventh release of in 2020. Note that there were seven releases in ALL of 2019.  There were no core updates in 8.0, however a few “ types were introduced. We aren’t surprised to see that the majority of the updates were related to e-commerce, education and jobs.
Updates to Shipping Policy:

  • shippingDetails property (“Offer” type).
  • OfferShippingDetails org type with supporting properties including: deliveryTime, doesNotShip, shippingDestination, shippingLabel, shippingRate, shippingSettingsLink, transitTimeLabel.
  • New org types, ShippingDeliveryTime, DefinedRegion, PostalCodeRangeSpecification,OfferShippingDetails and ShippingRateSetting.

Additions related to EducationEvents and JobPosting:

  • For EducationEvents, a new educationalLevel org property.
  • New eligibilityToWorkRequirement property for JobPosting\

SAP Case Study: Unprecedented Results from Schema Markup

SAP Case Study – “Our work with Schema App has delivered tangible results. In 2019 Schema App optimized more than 4 million pages over 7 websites, resulting in more than  400% net growth in rich results organic traffic.  Schema App makes schema markup easy.” Kathy Visser-May, Vice President, Global Digital Marketing, SAP.

On-Demand Webinar: FAQ Schema Markup

Watch it here!  Adding FAQ markup to your website can improve visibility in search, may decrease support costs and increases your chances of getting featured snippets, which in turn, increases the potential to be featured on voice search.  Learn how to use FAQ Schema Markup on different types of content to maximize results – basic and advanced examples included.

Training + Upcoming Online Events

FAQs – Tips and Tricks for marking up your FAQ page. Format: On-demand webinar + .written instructions.

Connected Schema Markup – How to find ways to connect your schema markup using the Schema Paths tool. Format: On-demand webinar + .written instructions.

COMING SOON! Join Martha and other local marketing experts at LocalU Advanced Marketing Seminar June 3rd (Virtual).  Get 10% off a ticket with the promo code SCHEMAAPP10. Martha will be sharing 10 things you need to know about Local Business Schema Markup.

Catch up here on any podcasts you may have missed

New Feature – Google Indexing

The Google Indexing Integration is a new feature that notifies Google Indexing of changes to schema markup data on a client’s website. For websites with many short-lived pages like job postings or livestream videos, the Indexing API keeps content fresh in search results. The scope is limited to schema types, JobPosting and  BroadcastEvent (embedded in a VideoObject).

Contact Us to find out more!

Tip of the Month

Use strong connectors such as “about”, “mentions”, “subjectOf” and “hasPart” to add  additional clarity regarding the content of your page. For example, if you were going to mark up a news article, you would choose the type, “NewsArticle” and in addition to marking up some of the standard properties associated with “NewsArticle” you could also mark up the:

·       “about” property and link to a URL of a video on the page using the type, “VideoObject”.

·       “mentions” property and link to a data item that you previously created using “Person”

·        “sameAs” property in the “Person” type to reference a Wikipedia link with content about that person.


Learn more about creating connections using Schema Paths.

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