Schema App Editor Training

Training Objectives

  1. Use the Editor to identify the required and recommended properties for a schema.org type/class/entity
  2. Markup your pages using the Editor

Generate schema markup for a single page without writing code

Schema App Editor features:

  • Simple to use
  • No technical experience required
  • Entire schema.org vocabulary + extensions
  • Notified of errors right away
  • Retrieve the JSON-LD code with a click
  • Validate with the Google Structured Data Testing Tool with a click
  • Deploys on any platform

Using the Schema App Editor

Step 1. Create and Name

A. Choose the primary schema.org type (aka “Class”, “Entity” or “Data Type”)

The Editor contains the entire schema.org vocabulary plus extensions.

Choose one primary type per page. The more specific you can be in choosing your primary type, the better. 

You can either use the Editor’s class tree or start typing in the class name.

If you are having trouble choosing the appropriate class, reference schema.org – their definitions will help you to select the best option.

B.Choose a reference name and URL

Name: Select a name that’ll be easy for you to find. This will be your reference name.

Agencies: We recommend using the name of the client and a description of what you’re optimizing. e.g. ABC Company/HomePage

URL: This is a unique identifier. Normally this is the webpage URL, but when you have multiple data items on a page you may need to append a #unique ID. When it comes to deploying the schema markup, the WordPress plugin, Google Tag Manager or JavaScript API (for example) will use this to identify what it is updating so that it can pull in the appropriate markup.

Step 2. Mark up Content

No need to write code with the Schema App Editor, simply fill in the fields. At a minimum, mark up all of the required and recommended fields to achieve the best SEO results BUT only mark up content that is displayed/visible on the page (OR update your page to add the content, so that it can be marked up). Not all fields need to be filled in – just those that are impactful to your business.

The Schema App Editor will load all of the Google required, recommended and other properties associated with the class you’ve chosen.  Adding required and recommended fields may make you eligible for a rich result. Schema App has augmented the list with some additional properties that should increase your SEO success.

To fill in the blanks in the Schema App Editor form:

  • Type text and numbers and/or
  • Copy & paste text or links and/or
  • Select an additional action from the dropdown:
    • Create a Data Item
    • Search (retrieves existing data items)
    • Use Wikipedia

Symbols are the gateway to clarifying details and/or more actions. If you click or hover over most symbols they will further clarify what they do or mean. For example clicking the question mark will further explain what the property it is attached to means.

Step 3. “Save Changes”

Step 4. Test for completeness

The Editor will test your markup for completeness against Google’s required and recommended fields and advise you to make modifications, via a pop-up.

Step 5. Mark up “Data Items”

After you’ve made the necessary adjustments to your primary class, you’ll have the opportunity to fill in the properties for the Data Items you created.

Scroll down for more information about Data Items.

Step 6. Test quality of markup

Click “Actions” and then “Get JSON-LD” so you can review your markup in the Structured Data Testing tool.

About "Data Items"

Sometimes the value of a property is a type/class with its own set of properties. 

Example:
  • A “Blog” (type/class) would have an “author” (which is a property of a “Blog”)
    • The “author” might be a “Person” (also a type/class).
      • “Person” would have its own properties (e.g. birthDate, children and alumniOf), and a person might also be an
        • “AlumniOf” (also a type/class) a specific university, which might link to an
          • EducationalOrganization (also a type/class with its own set of properties).

Schema App allows you to easily link all of these schema app types/classes/entities.

Creating a data item will:
  • Give you the opportunity to fill in all of the properties associated for the sub-class/type.
  • Make it easier for you to reuse the information. For instance, “ContactPoint” might be a property of your “Organization” type/class as well as your “Person” type/class  but you only need to create the Data Item once and then you can reference it multiple times. 
  • Connect your data to: 
    • Build a Knowledge Graph
    • Make your website easier to crawl
Name the Data Item:
  • Choose any descriptive name for the Data Item that makes sense to you.
  • You can add a “#” followed by additional text, to differentiate similar Data Items. 
Adding schema.org properties to your Data Item
  • AFTER you’ve completed the form for your primary type/class/entity in the Schema App Editor, you’ll have an opportunity to fill in the properties for each of the Data Items you’ve created. 

Training videos are embedded in the Schema App tool

Depending on the class you’ve chosen, we may have some training videos embedded in the tool. We encourage you to watch the video associated with the class you are marking up.

Example 1: A training video is available for the “Video Object” class:

Example 2: Six training videos are available for “Local Business”

About "Wikipedia"

Although the schema.org vocabulary is extensive, it doesn’t provide specific clarity for everything and this is where making a reference to Wikipedia can be helpful. Examples:

Schema App Video Library

Learn how to use the Schema App Highlighter

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