Last Updated on September 3, 2025
We often talk about helping Google understand our content. Schema markup is one of the best ways to do this.
Think of a website’s content as a recipe. A search engine can read the text and see “flour,” “sugar,” and “butter,” but it doesn’t know what each ingredient is or how they relate to each other. Structured data is like adding a nutrition label and clear instructions to the recipe. It uses a specific format to explicitly tell search engines what your content is about—whether it’s an article, a product, a local business, or an event—and to highlight key details like ratings, prices, or locations.
One of the main benefits to putting schema in place is that they make it more likely that you’ll qualify for “rich results” (or “rich snippets”). Rich results are kind of like Google Ads assets (extensions) for organic results. They can display your content in more visually appealing and informative ways. Some examples are:
- Organic sitelinks
- Star ratings for products/reviews
- Event info (time, location)
- FAQs
Similar to Google Ads assets, rich results can significantly improve your click-through rate (CTR).
Most Useful Schema Types for Digital Marketing
There are tons of schema types, but a few are particularly valuable for our purposes: Article, Product, Review, FAQ, LocalBusiness, and Organization.
This is a foundational schema for any website. It is set at the website-level (not specific page-types) and provides information about a company, such as its name, official logo, contact information, and social media profiles.
Structured Data Example (not related to above picture):
Essential for any client with a physical location. This schema provides details like the address, phone number, opening hours, and a map location, helping the business appear in local search results and the Google Knowledge Panel.
Google Knowledge Panel:
Structured Data Example (not related to above picture):
Use on blogs, news sites, and any other content-driven website. It helps search engines understand the title, author, publish date, and main content of an article, which can lead to better visibility and placement in Google News or Top Stories. For Sebo, this will be one of the most commonly used Schemas (since most of our clients have blogs).
Rich result example:
Structured data example (not related to above picture):
Crucial for e-commerce clients. This markup highlights key product information like price, availability, and customer ratings, which can display as star ratings and other rich results directly in Google Search.
Rich results example:
Structured data example (not related to above picture):
Should be used on any FAQ page. This schema can enable Google to display the Q&A content as a collapsible rich result on the SERP.
Rich result example:
Structured data example (not related to above image):
This is used to mark up reviews and ratings for a product, business, or service.
Example:
Structured Data Example (not related to above picture):
How to Implement Schema Markup
For most modern websites, there are two primary ways to implement schema. How you implement schema will vary based on your situation:
Believe it or not, there are no free, all-in-one schema solutions. This means, we would either have to use one of the options from the first tab, manually set up schema on every page (see next tab), or make something ourselves.
So, we built a “Sebo Plugin”. Currently, this plugin supports WebPage, Organization, Article, and Product schema.
Click here to download the plugin (and then go upload it to your WP site): Sebo Schema Manager
A few things to note:
- Once uploaded and activated, this plugin can be found in “Settings” under “Schema Manager”
- For Organization/LocalBusiness Schema, you just need to configure them once (Site Schema tab in the plugin).
- For WebPage and Article Schema, you’ll just need to assign post type in the “Post Type Mapping” (Page -> WebPage, Post -> Article). Product schema will appear as an option ONLY if WooCommerce is installed.
There are several options here, some paid, some not. Let’s go over them:
- (RECOMMENDED) Paid plugins:
- Schema Pro can do everything you need to do. You can subscribe for $69/yr or purchase a lifetime pass for $229. If you just need to make sure that schema is working regardless of cost, go this route.
- (IF YOU ONLY NEED BASIC SCHEMA) Free plugins:
- Common SEO plugins like Yoast and RankMath have schema capabilities, although they’re not as robust or customizable as Schema Pro.
- Yoast is able to do Organization schema, Article schema and Webpage (the most general schema there is; we didn’t even go over it above) schema automatically. There is a little bit of configuration needed; just follow this quick guide.
- Yoast is only able to do more in-depth schema (FAQ, How-to) if you’re using the WP Block Editor (which we almost never do).
- Yoast is also compatible with Woo Commerce (for “Product” schema), but it is technically a different (paid) plugin: https://yoast.com/wordpress/plugins/yoast-woocommerce-seo/
- Common SEO plugins like Yoast and RankMath have schema capabilities, although they’re not as robust or customizable as Schema Pro.
It is possible to set all of this up manually using GTM, but it won’t be dynamic (in other words, you’ll need to put a raw HTML tag on each page with the information pre-filled). This isn’t too bad if you only need a one-off (for example, if you have 1 FAQ page and just need to set up FAQPage scheme one time), but is definitely not ideal in any other case.
Follow this video guide: https://www.youtube.com/watch?v=lLNo99bphZM
How to Make Sure Your Schema Is Working
Making sure your schema is working is a pretty simple process. All you need to do is:
- Go to the Google Rich Results tool.
- Enter the URL you are testing.
- Verify that your desired rich results are showing up.
For example, in the picture on the right, we tested a Wildwood TV Lift Furniture product page. We are hoping to AT LEAST see “product” schema in place. It looks like they have a few more things going on in addition to “product” schema, but they do have the correct schema in place.
If you don’t see the schema that you are expecting, you may need to troubleshoot further.
