How to mark up an organization using Schema App. Let’s go to the structured data editor to get started. The first thing you’re going to need to figure out is what type of organization or business are you trying to mark up. There’s a couple ways you can do this. First of all you can go under organization and scroll through the tree to try to find let’s say a local business that you’re looking for or you can use the search feature. In this case we’re going to do a restaurant so we’ll go ahead and click on restaurant. Once that’s highlighted you can go ahead and click on the “create” button to start creating the mark-up. Schema is going to ask you to name it. This is a name that will appear in the data items list so it’s something that you should recognize. So we’re going to call it the name of the restaurant. The URI is the unique identifier that helps us identify what page you’re trying to do automatic deployment with. Usually it’s the web page that you’re optimizing. In this case we’ll go ahead and take the homepage since that’s what we’re going to go ahead and optimize today. Click on OK, now schema app is going to pull in all the relevant schema network properties for when you optimize a restaurant.
What we’re going to do is make sure that we fill out the required and recommended fields in order to start adding the address. Click on the plus sign and then type in the address. Now often what I have to do is cut and paste that over. If you’re not sure what something means hover over the question mark and see what the definition is in schema.org. This is saying the locality for example mountain view which is the city. So we’ll go ahead and type in Pleasanton and that’s in California. Not sure what the postal code is so let’s go back to our website and pull that off here and the country is USA. For the logo it’s looking for a URL. If you go ahead and pull off your website sometimes you can copy the link address directly off the site and just paste it directly here in to Schema App. Oh that’s not so good so let’s see if there’s an image. Looks like it’s just a link if you find that the link is another website you can also go into your media folder for example in WordPress and pull the link of the image from there.
Next we’re going to fill out the recommended properties. The first thing is called a contact point. This is how you get in contact with the organization. You’ll need to create a new contact by creating a new data item then you’re going to name it just like we did when we started this. In this case it’s going to be reservations and if there’s a page that describes just reservations you’re going to want to put that link in here. If you don’t have a page that describes that phone number specifically you can just leave it at the default URL. Now that’s created we’re gonna finish filling out the recommended properties and then go back and add some details to that contact. The same as its going to be Wikipedia links or social media links. In this case we do have a couple social media links so we can go ahead and add those in there. If you have multiple you can just use the plus sign to add additional social media instances. In fields to add that social media links in there. To delete them you just click on the X. The URL is usually the same as the URI and this is the URL for the page that you’re marking up.
Under basic properties we also encourage you to include a description as well as any additional images below. Under restaurant properties are a ton of other additional properties that you can add to describe your restaurant. None of these are required for the Google features but we recommend that you do fill them out in order to better articulate to Google exactly what you’re doing and what you’re serving. So for example in the area served if you’re a services company and you’re looking to provide a service let’s say to a couple different cities in your region you could go ahead and define them here again you could create an instance of data item if they’re not already in here. So for example if you serve mountain view, you enter that in under the identifier. For these cities we recommend you use the Wikipedia entry. This is a kind of well known and trusted source for Google to be able to define things so for example we’re going to use the Wikipedia definition format of you and enter that in as are identifiers below the type you’re going to have to pick what is it that I’m describing. So you can see it can be an administrator, a geo shape or a place. In this case it’s a city so we’re going to go ahead and type in city and select settings and click OK.
If you want to add additional areas that you serve you could go ahead and use the plus signs to add those in there. You can see there’s other piece of things like such as that currencies accepted. Employees, different events. Again these are all the properties defined by schema.org that you can use. You can read through them and identify which ones you think are valid for the type of organization or company that you are trying to optimize. Let’s go ahead and click save.
Now here its saying you haven’t defined contact appropriately and we know that because we just created it. And so now we’re going to do is click on contact and we’re going to click on edit. These instances are actually like connecting the information. So it’s saying this is a business and in order to get ahold of the business for reservations this is how you get in touch with them. So again we’re going to call this reservations. And it’s looking for a phone number so let’s go ahead to our page and grab the phone number. Here it is right here and we’ll paste that in and it is looking for a country code. We’ll put in the one there and take out the brackets. And it’s looking for an area served so we’ll type in mountain view. One of the things with using Schema App is once you create an instance or data item you can reuse it across the application. We’re going to use English as the language in contact option. So let’s look to see what that means. An option available on this contact, toll-free number or support for hearing-impaired doesn’t really apply so i’ll go ahead and leave that then if you want to further described this contact point which it is talking about how you contact the restaurant for reservations. You can go ahead and add that additional information for the required properties are really crucial here because it’s a phone number associated to it and you’ll notice under contact properties. There’s also an email so we do have an email address for this restaurant So let’s go ahead and add that in there and i’ll go ahead and click on Save Changes.
It is saying hey you didn’t put in the recommended contact option, I know that because this one’s not toll free. Schema App will now list out all that contact information and tells me that it’s coming in from the main data item which is Sabio on Main and so now Sabio on Main is done now if I’m using the automatic deployment with WordPress or Google tag manager, i’m done I don’t have to do anything else you want that page loads it will go ahead and query Schema App to see if there’s markup for that page and load that, however if you do you want to cut and paste the code you can go ahead and click on actions and click on get schema JSON-LD and cut and paste this into your page so that’s how you go ahead and optimize an organization with an example of a restaurant.