Schema & Structured Data

Schema is a set of specific vocabulary of tags (or microdata) which you can use alongside your html to give search engines more information. For example, you can provide info about an event, a recipe cooking time, the star rating of a service, thumbnail images, all this and more can be displayed through markup.

Schema can also improve the semantic structure of your pages by providing a template for tagging your content. In the same way that keyword placement (page segmentation) affects the weight of your optimisation, structured data can help search engines determine the relationship and relevance between different elements on your page.

Example of structured data [MOZ Example]:


"@context": "",
"@type": "Recipe",
"name": "Grandma's Holiday Apple Pie",
"author": "Elaine Smith",
"image": "",
"description": "A classic apple pie.",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4",
"reviewCount": "276",
"bestRating": "5",
"worstRating": "1"
"prepTime": "PT30M",
"totalTime": "PT1H",
"recipeYield": "8",
"nutrition": {
"@type": "NutritionInformation",
"servingSize": "1 medium slice",
"calories": "230 calories",
"fatContent": "1 g",
"carbohydrateContent": "43 g",
"recipeIngredient": [
"1 box refrigerated pie crusts, softened as directed on box",
"6 cups thinly sliced, peeled apples (6 medium)",
"recipeInstructions": [

The structured data provides information about specific parts of the recipe like prep time and calories which users can search directly for.

If you are unsure what code to write to display such information, google has a useful tool called ‘Structured Data Markup Helper’ which lets you choose from a series of data types and then test it:

structured-data-markup-helper (1)

For more information on structured data and schema, MOZ have a very useful guide, see here for more information.

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