How Do I Know If My Schema Markup Is Working?

Schema Markup

We’re often asked how to check the accuracy of your schema markup once it has been implemented. The answer actually depends on whether you want to assess the validity of your markup, or the impact it’s having on site performance. Assuming you want to know both, this article breaks down which tools to use, and how to use them.

Schema markup doesn’t stop with deployment. By properly defining entities in your website content through structured data like schema markup, these entities can be linked to a search engine’s knowledge graph. Knowledge graphs connect information from all across the web, and structured data helps search engines like Google to contextualize your content so that they can better match your site with search queries. Your content can also be eligible for rich snippets in search results, which can help your brand to stand out from the competition. For example, for two ecommerce stores selling the same product, if one displays the price, customer ratings and reviews and the other does not, our eyes are typically drawn to the differences. This additional information can all be included in your schema markup, as long as you are following Google’s structured data guidelines. Test that your schema markup is working using the following methods so that your website doesn’t miss out on the opportunities of structured data.

Has my schema markup successfully deployed?

The first step is to make sure that your markup is on the page. If you are copying and pasting the JSON-LD into the page, you can simply right click on the web page, view source and search within the elements tab for “LD+JSON” to see if the code is there. If you are using Schema App or Google Tag Manager to deploy your code, it’s easier to use Google’s Rich Result Testing Tool for rich result eligibility and the Schema Markup Validator (SMV) for any errors in your schema markup syntax, which officially replaced Google’s Structured Data Testing Tool (SDTT) on August 9th, 2021.

Alternatively, you can wait and check within Google Search Console to report on the rich results or features tied to certain structured data. This could take anywhere from a few days up to a month, depending on how regularly Google crawls your site. 

For those websites that populate the schema markup dynamically, e.g. using JavaScript, then only the Schema Markup Validator will show these results.  Dynamic schema markup requires the testing tool to load the HTML and process JavaScript, something Google has supported for a couple years. If you create schema markup using inline HTML (e.g. microdata, RDFa) or the JSON-LD is created Server side, all tools  should work.

Are there any errors in the implementation?

It’s very important that you check your schema markup so you can be sure that it is working hard behind the scenes for your website! While you are waiting for the Google Search Console results to appear, there are a variety of tools that allow you to check for any errors or warnings that your markup may be generating.

Schema Markup Validator (SMV)

The Schema Markup Validator went live May 2021, and officially replaced Google’s Structured Data Testing Tool on August 9th, 2021. Google originally intended the Rich Results Testing Tool to replace the SDTT, but following backlash about this change Google decided to incorporate validation tooling into Schema.Org to support SEOs as they test their structured data.

The Schema Markup Validator is based on the Google Structured Data Testing Tool. The service, provided by Google for the Schema.Org community, can validate Schema.Org based structured data embedded in web pages, otherwise known as schema markup. The SMV has the ability to extract JSON-LD, RDFa, and Microdata markup, display a summary of the extracted structured data, and identify syntax mistakes in the markup.

Schema.Org Markup Validator Screenshot

Rich Results Testing Tool (RRTT)

The Rich Results Testing Tool supports all rich result features, and is most closely aligned with Google Search Console. This tool lists all the rich results one page may be eligible for, and—in some instances—shows you a preview of how your rich result could appear in the SERP. 

 

It’s important to remember that the Rich Results testing tool only validates schema.org types that are eligible for rich results in search. If you’re using types that aren’t eligible for rich results, you can view the “raw” JSON-LD, to ensure it’s being crawled, but that’s it.

If you want a comprehensive view of all markup on a page, rather than only the types that are eligible for rich results, this tool is best used in tandem with other testing tools.

Structured Data Testing Tool (SDTT)

Rich Results Test Results

Google’s Structured Data Testing Tool was the fastest and easiest to read. Unfortunately, it’s been officially deprecated and replaced with the Schema Markup Validator. With both tools, you can either input a URL or copy and paste a code snippet, and it will show all of the schema markup in an easy-to-read format in the field on the right side of the screen. Once you’ve run the test, you can click on any one of the detected entities to see the corresponding JSON-LD in the field on the left side of the screen. It will also show any errors and warnings in your markup so that you can make adjustments if needed. 

Structured Data Testing tool results showing multiple data items.

There are a couple of things about the SDTT that are worth calling out. First, the tool often caches versions of your page. This means that if you are actively making changes to your markup, the latest markup may not be tested. To overcome this, simply click on new test, and paste the new JSON-LD or microdata into the tool.

The SMV should be supplemented with the Rich Results testing tool to ensure you’re catching any significant errors that could impact search appearance.

Schema App’s Analyzer

An image of the Schema App Analyzer

The Schema App Analyzer validates markup site-wide, for up to 10K pages. Run the Analyzer on any site and it will discover JSON-LD, RDFa and microdata, even when loaded dynamically. Once the site has been crawled, the Analyzer provides a comprehensive health report in the form of a data visualization, and a list of Items Analyzed by Type. Clicking “Show Details” for a specific item presents a list of each URL containing that item, and a breakdown of any errors or warnings.

Since this tool validates schema.org syntax, it follows more stringent rules. These can guide your schema markup beyond just the requirements of Google features.

The Schema App Analyzer identifies markup that Google won’t be able to read as a result of site speed issues. If you see errors or warnings about “missing” properties that definitely exist on your page, you should investigate site speed to make sure all your markup is visible to search engine crawlers.

Ultimately, this tool provides a micro and macro view of the overall health of your markup, pointing out what should be revisited for enhanced performance.

The Analyzer is available to all Schema App subscribers from Pro through to Enterprise.

Note: Be on the lookout for imminent changes to the Analyzer, as we are readying reports to provide new ways of understanding your Schema Markup:

  • Schema Markup by Type
  • Schema Markup by Error / Warning
  • Schema Markup by Page Path
  • Schema Markup by Google Feature

Moreover, an updated user flow and a historical view of your data will show how your markup is trending over time.

Schema App’s Structured Data Tester 

Schema App's Structured Data Tester

The Schema App Structured Data Tester can be found in the “Maintenance” tab in Schema App. Enter any URL, and this tool will display the schema markup found on that page. It is the only testing tool that displays dynamic schema.org data and does not cache the results. Having a testing tool integrated within Schema App improves your markup workflow so you don’t always have to go to another site to test your markup.

Getting into the habit of using at least one of these tools when authoring your markup is highly recommended. Not only will it confirm whether it has deployed correctly, but it will also give you an idea of the scope of your markup, which will allow you to assess its accuracy.

Click here to learn more about Schema App’s advanced suite of tools for adding Schema markup to your website with ease.

Google Search Console

Google Search Console is an excellent tool for monitoring both whether your markup is valid, and the impact that it’s having on site performance. For more information about using Google Search Console, check out our article How to Measure the Impact of Structured Data.

Frequently Asked Questions about Testing Schema Markup

Where do I start with schema markup?

When you decide to do schema markup on a website, you have to figure out what pages you want to optimize and what part of the schema.org vocabulary you should use to get the best organic search results and most Google rich results. Start with developing your schema strategy using our guide: How to Develop a Schema Markup Strategy for a Website.

Then, move to authoring and deployment. Schema App makes schema markup implementation and validation easy. Our expert tools help you mark up your content with structured data—no coding is required on your part! Validate your schema markup using the tips and tools we mentioned in this article.

How do I find errors in my schema markup?

The first step is to make sure that your markup is on the page using the Schema Markup Validator (SMV). You can also use Google Search Console to report on the rich results or features tied to certain structured data. Another powerful tool is Schema App’s Analyzer, which validates markup side-wide for up to 10K pages.

What is the purpose of schema markup?

By adding schema markup to your existing pages, you are helping search engines find information and present it to online users through engaging rich results. Schema markup is basically code added to your website that translates your content into a language that search engines can understand. This advanced SEO strategy can increase your E-A-T, improve your brand findability, and help your online business drive more quality organic traffic to your website.

There are plenty of helpful tools out there to gauge whether your markup is working. We have experience with testing schema markup for enterprise organizations and have created testing tools for testing at scale. We help you go beyond the fundamentals of search engine optimization, leveraging structured data to showcase your unique value in search. In a rapidly changing SEO environment, we introduce agility to your digital team, saving you time and resources for managing other aspects of your business portfolio. We deliver to your online business goals using our structured data expertise and advanced technology.

Set up a call with our technical experts today.

 

As a customer success manager at Schema App, Jeffrey Burns helps our users get the most out of our toolset and act as a customer advocate. Jeff studied philosophy at York University and he’s played sports his whole life. Most of his career has been in sales or customer success, which is great because he’s energized by people and enjoys solving problems.

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