Key Points

  • With Google rolling out consistent Search Engine Results Page (SERP) algorithm updates, schema needs to be a key element of every content creator’s SEO strategy.
  • The most important schema types bloggers need to include in their markup are Article schema and Author schema, both of which will communicate detailed information to search engines to establish the credibility of your blog content. 
  • You don’t need to run the high risks of implementing technical SEO tasks, such as schema markup, manually. Utilize a plugin or generator tool to create structured data for your site, and enlist the help of comprehensive revenue partners, like Playwire, to effortlessly reach your content and ad revenue goals.

Content creation is a piece of cake.

… right?

Anyone who thinks being a blogger, content creator, or online publisher is easy has never tried to implement technical SEO strategies like schema markup.

The truth is that content creators have an unlimited quantity of tasks on their plates. And we’re not talking about dessert. We’re talking about ongoing optimization.

Learning the technical side of content creation for SEO is a major hurdle many bloggers never overcome. Because, let’s face it, writing schema markup isn’t a sweet part of the gig.

But, whether you like it or not, you gotta eat your vegetables too if you want your website to grow big and strong (i.e., more traffic, higher engagement, and increased revenue).

In this article, we’ll tell you everything you need to know about incorporating blog schema into your SEO strategy.

Hope you like brussels sprouts. And kale. And HTML code.  

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The Complete Guide to Schema for Website Publishers and Content Creators

Why Use Schema for SEO on Your Blog?

Need a little more convincing before you dive into that salad?

Here are three main reasons bloggers should use schema in their SEO strategy.

1. Staying Up-to-Date With Algorithm Changes

Google recently announced the newest version of the Search Engine Results Page (SERP) called the Search Generative Experience (SGE). 

This update, which according to Google, “ is an early step in transforming the Search experience with generative AI,” sent a lot of publishers into a panic about potential changes in SEO best practices.

Even so, there remain two universal truths in this world:

  1. Vegetables are good for you, and
  2. Google will always prioritize rich, valuable, unique content. 

Further, adding schema markup to your pages is like putting nutritional facts on a superfood salad. It will ensure the algorithm continues to understand that your content is healthy (AKA: valuable) for readers even as Google implements periodic changes.

2. Better Ranking in Search Results

Schema markup, or structured data, allows search engines to understand the content on and context of your web pages. This means Google will know exactly what your blog post is about and which readers it needs to reach.

3. Enriched Results

Schema helps Google display enriched results or rich snippets in your search results, which helps visitors find and learn more about your content.

This can include:

  • Ratings and reviews
  • Carousels or images
  • Recipe information
  • Job posting information
  • Event listing information

Recipe Site - Rich Snippet

While structured data markup doesn’t guarantee your page will get rich snippets, it is necessary for Google to be able to implement them. 

In keeping with our vegetables example, while eating them doesn’t automatically make you healthy, never eating them is definitely a problem that will not set you up for long-term success. 

So, understanding schema is critical to unlock major health benefits for your site.

Want to learn if your page supports rich search results? Run it through Google’s Rich Results Test tool.

How to Use Schema for Your Blog

Now that you’ve worked up an appetite trying to wrap your head around technical SEO, let’s get to the main course.

Here’s how to use schema markup on your blog:

1. Assess your site: Using a tool like Google’s Structured Data Markup Helper, input your web page’s URL and check what missed opportunities it may have for structured data markup.

2. Use a generator tool: Can you write your structured data manually? Absolutely, but why would you want to risk coding errors when there are tons of schema markup generator tools for bloggers?

And this isn’t like some overpriced super-greens shake from the health food store. Schema tools actually work, drastically simplifying the process of incorporating schema.

You can use Google’s Structured Data Markup Helper, a schema app, or, if your website is hosted by WordPress, try a schema and structured data plugin.

3. Add the schema code to your site’s HTML document: There are two options for where to put the new structured data on your site, either in your site’s <head> section or at the end of the body section before the </body> tag. Learn more about how to incorporate schema into your site’s HTML, here.

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Explore the Complete Schema Resource Center

Recommendations for Schema: Important Schema Types for Content Creators

There are as many types of blog schema as there are vegetables on the menu at a vegan restaurant.

And like the menu at a vegan restaurant, you probably don’t want to try all of them.

Let’s go over the two most important schema types for bloggers.

 

Article Schema

This is the most common type of schema bloggers should include in their structured data. Within your Article schema, you can nest other specific information about the article, including:

  • Headline: your post’s title
  • Author: the name of the author, usually nested in a “Person” or “Organization” schema type
  • DatePublished: the date of publication
  • DateModified: if applicable, the date the article was last updated
  • ArticleBody: the content in the article
  • Image: a URL of any images associated with the article
  • Publisher: the name, logo, and other important information about the publisher
  • Description: a summary of the article’s content
  • MainEntityOfPage: if applicable, this delineates the page the article is about

Here’s an example of schema markup for an article using the most common JSON-LD format:

{

  "@context": "https://schema.org",

  "@type": "Article",

  "headline": "Highlights from the 2024 National Dog Show",

  "author": {

    "@type": "Person",

    "name": "John Smith"

  },

  "datePublished": "2024-06-13",

  "dateModified": "2024-06-13",

  "image": "https://example.com/images/dog-show-2024.jpg",

  "publisher": {

    "@type": "Organization",

    "name": "Pet Enthusiast Magazine",

    "logo": {

      "@type": "ImageObject",

      "url": "https://example.com/images/logo.jpg"

    }

  },

  "description": "A detailed recap of the highlights from the 2024 National Dog Show, featuring top breeds, winners, and special moments.",

  "articleBody": "The 2024 National Dog Show was a spectacular event showcasing the best in canine talent and beauty. Held at the Philadelphia Expo Center, the show featured over 2,000 dogs from various breeds competing for the coveted Best in Show title. The event kicked off with an impressive display from the working group, with the Great Dane named Scooby taking top honors. Other highlights included a heartwarming performance by the therapy dogs and an exciting agility course run by the Border Collies. The Best in Show title was ultimately awarded to a stunning Poodle named Sandy, who wowed the judges with its elegance and poise.",

  "mainEntityOfPage": "https://example.com/articles/2024-national-dog-show-highlights",

  "keywords": "dog show, 2024 National Dog Show, event highlights, dog breeds, Best in Show"

}

 

Author Schema

Now it’s time to compliment the chef (the author of your article).

Author schema helps the search engine understand who wrote your post. Using this information, the algorithm will instantly interpret the author’s credibility based on previous posts they’ve written, on your site or others.

With Google, more credibility = higher trust and authority (i.e. higher rankings).

And, let’s be clear, winning Google’s trust is the ultimate goal of any SEO strategy.

Author schema has a few key components: 

  • Name: the author’s full name, as it appears on their website and other articles
  • URL: a URL to their website or social media profile
  • SameAs: URLs to additional web pages or profiles
  • Image: a URL to a headshot
  • JobTitle: the author’s job title
  • Affiliation: if applicable, any organization the author is connected to, including their employer
  • Description: a short biography

Here’s what Author schema looks like in JSON-LD format:

{

  "@context": "https://schema.org",

  "@type": "Person",

  "name": "Jane Doe",

  "url": "https://janedoe.com",

  "sameAs": [

    "https://twitter.com/janedoe",

    "https://linkedin.com/in/janedoe"

  ],

  "image": "https://janedoe.com/images/jane.jpg",

  "jobTitle": "Senior Writer",

  "affiliation": {

    "@type": "Organization",

    "name": "Dog News Daily"

  },

  "description": "Jane Doe is a senior writer at Dog News Daily, covering the latest in canine news."

}

Savor the Sweet Ad Revenue With Playwire 

Content creation is hard work. Not to mention, creating content is only the first step of a tireless ongoing optimization journey.

By all means, if you like asparagus and tedious coding, then keep working.

But at Playwire, we think you should spend less time eating veggies and more time savoring your dessert; the dessert being that sweet, sweet ad revenue.

We have the tools, technology, and expertise to help you reach your revenue goals, allowing you more time to focus on creating unique content and turning your passion into a business.

If you’re ready to treat yourself, contact us to get started.

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