What You Need to Know About Schema Markup

Presented by Mike Clay on 02/12/2018 2:00pm

A schema by definition in psychology and cognitive science describes a pattern of thought or behavior that organizes categories of information and the relationships among them. It is a mental structure we use to organize and simplify our knowledge of the world around us. 

One of the latest evolutions in Search Engine Optimization (SEO) is called schema markup. This newer form of optimization is one of the most powerful, but least-utilized forms of SEO available today. Once the concept and method of schema markup are understood and applied, your website can easily rise in the search engine result pages (SERPs).

Schema markup is a framework, or code (the semantic vocabulary), for organizing data in a readable structure. It enables webmasters to embed structured data on their web pages for use by search engines and other applications. 

Without the schema, your website is like the book that got shoved up on a library shelf without its card being added to the library's card catalog. Click To Tweet

If you think of the Internet as the largest library in existence, then the schema is the information on the card in the library’s card catalog.

Without the schema, even if your website is optimized, your website could be just like the book that got shoved up on a shelf without its card being added to the library’s card catalog.

Schema shows the search engine bots how things are interconnected. From an SEO standpoint, schema tells the rest of the Internet how to index a site within the library.

Schema is the THEMATIC Card Catalog.

Ideally, you want to use all the parts that are relevant when using schema markup. It needs to be relevant to the overall theme. It is not product specific or service specific.

Typically, this is microdata or JSON-LD. Microdata is inside the HTML and JSON-LD is a script added to the header or footer of the site.

Loading in the header enables the data to be seen by the bots before the rest of information on any webpage. This may delay load time for humans so use caution and do what will work best for you.

Placing the data in the footer can increase web page speed as well as allow for more organizational control of your code.


Monitoring search engine optimization requires tools that provide the right data about your website, business, and customers to help you determine what?s working or not. With these tools, you can make the right moves that will help get your website to the top of the ranks.

Presenter Bio: Mike Clay

Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.