Our Story

Schema App News

Every business has a story. Hunch Manifest, the creators, of Schema App have had a wondering journey to get to where we are today. Three business cards, four pivots and the experience of being our target audience (an agency), we now are doing something we love that’s bringing the world schema markup awesomeness. This is how we got here.

We started the company in 2011, we were in the busy market of creating  a platform to help home owners find contractors. We then pivoted to help contractors manage their online presence, but it turned out they didn’t care about their online presence. What we found out was other small businesses did care and would pay money to learn how to do it themselves. For two years we were a online marketing agency focused on micro and small businesses, helping them get more business online.  However, we were frustrated, while we understood the land of SEO, it didn’t get us excited and it didn’t feel authentic. What we did find interesting and that Mark loved to spend time on was semantic search marketing, well really anything to do with Semantic Technology and I loved selling it. (Actually, I don’t love the sales part, I love hearing the problems someone is having and connecting the dots to find something that solves it elegantly!)

A little background, Mark studied semantic technology back in 2005, when it was theoretical and didn’t have a lot of business application. You can imagine his gidddyness when Google started to adopt structured data as a way to connect knowledge on the web. So, while Mark consulted doing semantic tech and marketing, he started building tools to make his life easier and to automate mundane tasks so he could focus on solving more interesting problems.   As I learned more and more about what the technology COULD do and the lack of platform solutions for semantic markup in the market, I wanted to jump in and focus our business solely on enabling structured data markup. But the timing was wrong.

In the summer of 2014, Mark attended the Semantic Technology and Business Conference in San Jose. He spoke to Aaron Bradley and other thought leaders in the area of semantic markup and shared that he had built a platform that could generate JSON-LD. Unfortunately, Google wasn’t ready to support JSON-LD for structured data. So we went back to serving our clients and finding semantic technology consulting for fun.

Then in the summer of 2015 Google started supporting JSON-LD for their features. So in a 6 week timeframe, we decided to shut down our online presence agency business and focus solely on Semantic Search and enabling the world to translate their websites for machines to understand. Schema App was born.

Since the inception of Schema App, we’ve helped customers like SAP and Keen Footwear to reach their online business goals through customized schema strategies.

Are you ready to unleash the power of structured data?


Martha is the CEO and co-founder of Schema App. Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams create, deploy and manage Schema Markup to stand out in search. She is an active member of the search engine optimization community, and the work that she does through Schema App is helping brands from all over the world improve their organic search performance.