What is Schema?

What is Schema Markup?

A unique set of html tags, or meta data that can be added to your html web pages around specific pieces of content to help search engines get a better sense of what a particular page is about. 

Schema markup is a type of micro-data that Google, Microsoft and Yahoo all support. It was created in an attempt to have a single vocabulary and markup syntax that major search engines could understand. Schema.org contains schema for reviews, people, products, businesses and organisations, recipes and music that can be applied to various websites and apps.

Local businesses that want to utilise the internet to get more customers should implement Schema Markup as it allows search engines to display important information such as testimonials, reviews and even menus easily in search results.

Basic Elements of Schema Markup

Structured Data has three basic elements:

1 – An itemscope attribute
2 – An itemtype attribute
3 – An itemprop attribute


The itemscope attribute indicates that the content between a set of

tags is about a particular item eg

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It’s not enough to label an item as an item without specifying what that item is exactly.


The itemtype attriubute provides search engines with a little more context indicating that the content between a set of

tags is in fact about a particular item, or in this example, a book.

This is done by using the itemtype attribute immediately following the itemscope, so your opening

tag would look like this instead.

The item type is presented in URL format with a link derived from a list of schemas found at schema.org

The Item Prop

The Item Prop attribute is the last piece of the Schema Puzzle. It is used to provide search engines with even more information about an item by labelling all the properties associated with it.

eg to identify Bruce Clay as an author, you would add itemprop=”author” to the piece of content referencing his name, This would make your html code look like this

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Author:Bruce Clay
and Murray Newlands

* The additional tags ensure the item property attribute is associated with the right piece of content. It’s a convenient html element that prevents changes in the way a page appears in a browser.

Don’t what ever you do mark up hidden text as it will look like spam and no one wants that! Instead, focus your energy and attention on the content elements visually displayed on your website.

Most Commonly Used Schema Types

There are hundreds of Schema types recognised by Google, Bing and Yahoo! – you can find them all at Schema.Org.

The most common type of Schema’s are:


These will usually be an associated item scope and item type no matter what your data type on your website may be.