SEO, Thought Leaders

3 Easy Schema Markups for Your Website

June 19, 2018

by David Zimmerman

Internet Marketing Consultant- Reliable Acorn LLC

Since Schema is a ranking factor in Google, you should have it on your site. Website, Organization, and Local Schema are three easy Schemas you can use.

John Mueller, Webmaster Trends Analyst at Google, stated during a Reddit AMA (Ask Me Anything) that Schema is a slight ranking factor. Google has spoken about Schema before, and the ranking factor is slight, but the SEO community has taken notice.

According to Moz, Schema is “a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs.” I’ve been doing SEO consulting for over 10 years, and I think it’s rare to find one tactic that can promise these benefit for such little effort.

There are three forms of schema that every website can add: website, organization, and local business schema. Read this article to find out what each schema does, how it will help, and what you need to do to implement it.

1. Website Schema Communicates Web Content Type

Website Schema will tell Google it's visiting a website. This may sound obvious, but Google doesn’t always know it’s visiting a website.

How will Website Schema help?

Website Schema distinguishes your site from other Creative Work in the "mind" of Google. The web contains many different kinds of content, such as music, movies, photographs, articles, menus, and, of course, websites.

Adding Website Schema helps Google distinguish that your content is a website. (Your website might contain other sorts of creative content too, but first and foremost, it’s a website.)

If you add the search URL to this Schema, Google might reward you with a search box from within the SERPS. In other words, you could make Google your own search engine.

Required Data for Website Schema

For Website Schema you'll need the URL for your homepage. This works better if you have a search feature on your site. You can also add the URL to your site search within this Schema. Simply post this code on your homepage, not every page, of your site.

For example, if your site is and your internal search queries run from your /search page and use a q to designate the query:

<script type="application/ld+json">


"@context": "",

"@type": "WebSite",

"url": "",

"potentialAction": {

"@type": "SearchAction",

"target": "{query}",

"query-input": "required name=query"




If you're using WordPress, you already have site search. In this case, you'd add your domain name followed by /?s={query} as the "target" in the above example.

Here’s an example of Kellyco, a company that effectively added website Schema to their site.

Kellyco metal detectors google search box

Kellyco was rewarded with a search box in Google’s search results.

How can you add Website Schema to your site?

Since this information is unlikely to change, create the JSON code for your site and add it to your homepage. Add it manually or use Google Tag Manager (GTM).

2. Organization Schema Informs Searchers About Your Company

Organization Schema tells Google about the organization that owns a site.

How will Organization Schema help?

Google uses this information to populate the Knowledge Graph about your company.

The Knowledge Graph appears in the search engine result when someone searches for a topic in Google. The Graph contains extra information, which appears in the right-column of the search results.

If Google considers your company important enough to be a topic, you can appear in the Knowledge Graph, too.

For example, W. W. Grainger successfully implemented the organization Schema on its website.

WW Grainger knowledge graph schema

Google’s Knowledge Graph of W. W. Grainger includes a list of the company’s social media profiles. This allows users to go straight to those social media pages.

Use this to help people looking for your company so that they can find all the information they need in one place.

Required Data for Organization Schema

You’ll need your organization's name and your homepage's URL. You can add more information to this markup as well:

  • Does your organization have a preferred logo? This is especially helpful if you've recently rebranded your company.
  • Are you active on social media? List your social profiles in Google's Knowledge Graph for your company.
  • Is there a preferred phone number which someone could reach you? Feel free to add multiple numbers for different uses: sales, support, shipping, etc.

For example, the Organization Schema (as JSON) for Reliable Acorn would include:

<script type="application/ld+json">


"@context": "",

"@type": "Organization",

"url": "",

"sameAs": ["","","",""],

"logo": "",

"contactPoint": [{

"@type": "ContactPoint",

"telephone": "+1-704-931-8801",

"contactType": "sales"




How can you add Organization Schema?

Like your Website Schema, your Organization data won't change often. Simply add it as JSON to every page of your site or use GTM to do it for you.

3. Local Business Schema Shows Where You Do Business

Local Business Schema tells Google about your brick-and-mortar location.

How will Local Business Schema help?

The Local Business Schema provides basic information about the place where you do business, such as:

  • Number of locations
  • City
  • Address
  • Phone number

Some local SEO experts suggest that local Schema is a ranking signal in the local pack. This may or may not be true, but it’s undeniable that the Local Business Schema provides key information about your business in an easy-to-access format.

Required Data for Local Business Markup

Make sure to include your NAP:

  • Name
  • Address
  • Phone number

Also ensure that your NAP is consistent across the web.

You can provide many other pieces of information, including:

  • Business hours
  • Phone number
  • Geographic coordinates for a business
  • Link to your menu
  • Reservation information

All this information ensures that potential customers can find you.

How can you add this to your site?

Many websites already display this information on every page of their site (in the footer, for instance).

Simply update the HTML to include the relevant microdata. If you don't have your location's information on your footer, or can't change it, then add it as JSON through Google Tag Manager.

Did You Implement Schema Correctly?

There are a couple free tools that are indispensable for correct Schema implementation.

Google's Structured Data Testing Tool

Use Google's tool to check a particular webpage for properly implemented Schema. You can also give the tool a snippet of Schema code and ask the tool to test it by itself.

This is particularly helpful when writing Schema before publishing it on your site.

I take a snippet of Schema (from the site) and modify it for my purposes. Once I have it valid, I simply add it to my site.

Google Search Console

The old version of Search Console (which you can revert to after logging in to your account) shows you all the pages on your site with Schema markup. It also shows any errors or warnings as well.

Search Console lets you know if Google is picking up your Schema in the first place.

Schema Are Easy, Helpful SEO Tools

Adding Schema to your website is easy, unlike many SEO projects, which may take weeks or months. Even if the SEO benefits from Schema are small, they’ll still help boost your site’s rankings. They also make key information about your company easy to find.

Consider implementing Schema for your own business.

About the Author

David Zimmerman reliable acorn rounded headshotDavid Zimmerman is a digital marketing consultant with Reliable Acorn LLC, which focuses on helping B2B companies generate leads- especially through search marketing. When he's not in front of a screen, you might find him hiking in the foothills of North Carolina.

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