Before you start, baseline your traffic. Google may discover your schema markup quickly, so you’ll want to baseline your traffic before you implement.
Build your list of pages or sample of pages that you plan to markup.
Check the current status of the pages you will optimize:
Use the schema.org class type that is the most specific while still being accurate. For example, we would classify this content https://www.schemaapp.com/tips/benefits-of-structured-data-today-and-in-the-future/ as a “BlogPosting“.
If you need help choosing the type/class:
NOTE: Even though I plan to mark this page up using the Schema App Highlighter, the Schema App Editor does a better job of organizing the schema.org properties into “Required”, “Recommended” and “Other” properties.
Some properties map to separate schema.org types/classes/entities – each with their own set of properties (see below for an example of this).
You must include the required properties for your content to be eligible for display as a rich result.
Create a table. Capture each relevant property and identify its priority – noting whether it is a required, recommended or “other” property.
Only markup content that is visible on the page. When the content is not visible on the page, there is an opportunity to add the content to the page – note this on your planning document. (In our example, “author” is not on the website, so we have an opportunity to add it so we can mark it up).
Including “recommended” properties may also provide viewers with a better user experience.
You may not have the knowledge to complete the table at this point, but that’s okay. As you progress through the training, you’ll develop the skills to do so.
Up until now, we’ve been demonstrating how you might consider the schema markup strategy for a Blog. We’re going to switch gears and introduce the concept that one schema.org type can have properties that are actually another schema.org type with its own properties (and so on).
We’ll use the example of a “Product” to demontrate this concept. In this case, the primary schema.org “type” (aka class or entity) is “Product”.
Many of the “Product” properties are also schema.org types/classes/entities with their own set of properties.
For example, “offers” (colored bright orange) is a schema.org “Product” property that is its own schema.org type and has its own schema.org properties.
“brand” is a schema.org property associated with “Product”, but “brand” needs to be further defined as either “brand” or “organization”. In this case, we are marking up the company’s logo, so “brand” should be associated with “Organization” which has a property, “logo” which maps to a schema.org class, “ImageObject”.
The Schema App Editor organizes all of the schema.org properties into “Required”, “Recommended” and “Other”. When you choose a property that needs to be further broken down into a new schema.org type, both the Schema App Editor and Highlighter will present you with the options specific to that type so you can select the one that best aligns to your content.
If you want to link content to other pages (either internal or external) but aren’t sure how to do so, utilize “Schema Paths”. “Schema Paths” demonstrates how one schema.org type can be connected to another one.