Guide to Website Schema Markup Structure

Website Schema Markup Structured Data

Essential Now for Local Online Marketing

Perhaps one of the most important on-site SEO and marketing optimization components for webmasters and website developers to understand and put into practice is Website Schema Markup Structured Data.

Structured data can help you to send the right signals to search engines about your business and content. But where do you start? [Search Engine Land] Columnist Tony Edward has some suggestions.

Visit the Guide to Website Schema Markup Structured Data.

The following is a re-post of the article written by Tony Edward on the Search Engine Land blog.  As search engines become more and more intelligent, website owners will need to provide more intelligent components to align with the search and engagement algorithms.

You have probably heard that leveraging schema markup (or other kinds of structured data) can help increase search engines’ understanding of your site’s content, as well as enhance search visibility via rich snippets, featured snippets and Knowledge Graph results. Structured data is a great way to create more search engine-friendly signals, which can indirectly impact search rankings.

Google’s John Mueller recently stated that the search engine giant may add structured data markup as a ranking factor. So it is definitely worth the effort to implement schema markup on your website, as this is becoming more important to Google.

However, it can be confusing at times to determine which schemas you should use on your website. There are many, and determining which ones to use can be difficult. Below, I have listed a breakdown of which schemas might be used by specific website types. Some can be used across all sites.

Below is a sample from this Guide which includes code and resources.

Website Schema Markup Structured Data For All Sites

The following schema markup types can and should be used across all different site types. They are not specific to any vertical or industry.

Organization Schema Markup

The organization schema markup helps generate brand signals which can enhance your Knowledge Graph entry and website snippet presence in the search engine results pages (SERPs).  Be sure to specify your logo, social profile links and corporate contact information.  Organization schema markup impacts Knowledge Graph.

Example (using JSON-LD)

<script type=”application/ld+json”>
{ “@context” : “”,
“@type” : “Organization”,
“legalName” : “Elite SEM”,
“url” : “”,
“contactPoint” : [{
“@type” : “ContactPoint”,
“telephone” : “+1-646-350-2789”,
“contactType” : “customer service”
“logo” : “”,
“sameAs” : [ “”,
view raworg-schema-markup hosted with ❤ by GitHub
Google Resource Page: Customizing Your Knowledge Graph

 YES!  This is Great Stuff!

Tony Edward is a Senior SEO Manager at Elite SEM and an Adjunct Instructor of Search Marketing at NYU. He leads the SEO team at Elite SEM’s New York City office. Tony has been in the online marketing industry for over seven years. His background stems from affiliate marketing and has experience in paid search, social media and video marketing.

Please Visit the Guide to Website Schema Markup Structured Data for more examples.


Roger Gill

About the author

Roger is the founder of MyBiz OnLine Services, LLC, an online marketing and advertising consulting firm that specializes in the design, implementation, and maintenance of customized online advertising and marketing plans for Insurance Agencies that produce measurable growth in sales and profits. MyBiz OnLine Services provides a Local Online Marketing Educational Blog Hub that incorporates some of the best current local online marketing resources via posts, links, and rss feeds.Roger is also the founder of The Insurance Advisor, LLC, an Independent Insurance Agency located at 9840 Oxbridge Place, Ste 101, North Chesterfield VA 23236.He also is the State Director of Virginia for Smart Choice®, a network of over 7000 insurance agents and 80 insurance carriers that provides independent insurance agents with access to top-rated markets, product training, and sales and marketing support.Learn more about Roger at

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