Choose markup that has the most impact

Don’t worry, there’s no need to check hundreds of types and properties. I just wanted you to get acquainted with the schema.org website.

As we already discussed, rich snippets markup has the most significant impact in the shortest time, but only if you have content already ranking on the first page. On top of that, only a few schema types and properties can help you win rich snippets.

Google lists these and provides necessary documentation, but you may not end up pursuing any. We at Ahrefs don’t use schema for rich snippets because there’s not much we can and want to mark up for this purpose.

The most common rich snippet content types include:

  • How to” markup
  • Product type markup
  • Reviews markup
  • Software markup
  • FAQ markup

If any of these are something you may use on your website, check our dedicated post on getting rich snippets. For now, we’ll move onto the long-term aspect of the markup—being a Knowledge Graph entity.

You’ll almost certainly be interested in Organization and Person schema types, but the rest depends on your business and website.

I already showed you basic Person markup so let’s shift the focus to Organization now. This is our Organization schema:

<script type="application/ld+json">
{
    "@context": "http://schema.org",
    "@type": "Organization",
    "name": "Ahrefs",
    "description": "Ahrefs is a software company that develops online SEO tools and free educational materials for marketing professionals.",
    "url": "https://ahrefs.com",
    "logo": "https://cdn.ahrefs.com/images/logo/logo_180x80.jpg",
    "email": "support@ahrefs.com",
    "address": {
                    "@type": "PostalAddress",
                    "addressCountry": "SG",
                    "postalCode": "048581",
                    "streetAddress": "16 Raffles Quay"
    },
    "founder": {
                    "@type": "Person",
                    "name": "Dmitry Gerasimenko",
                    "gender": "Male",
                    "jobTitle": "CEO",
                    "image": "https://cdn.ahrefs.com/images/team/dmitry-g.jpg",
                    "sameAs": [
                        "https://twitter.com/botsbreeder",
                        "https://www.linkedin.com/in/dmitrygerasimenko/"
        ]      
    },
    "foundingDate": "2010-07-15",
    "sameAs" : [
        "https://www.crunchbase.com/organization/ahrefs",
        "https://www.facebook.com/Ahrefs",
        "https://www.linkedin.com/company/ahrefs",
        "https://twitter.com/ahrefs",
        "https://www.youtube.com/channel/UCWquNQV8Y0_defMKnGKrFOQ"
    ],
    "contactPoint" : [
        {
            "@type" : "ContactPoint",
            "contactType" : "customer service",
            "email": "support@ahrefs.com",
            "url": "https://ahrefs.com"
        }
    ]
}
</script>

It’s a bit longer but still fairly basic. Again, there are two things worth emphasizing.

First, the “sameAs” property refers to URLs that contain the same entity. It’s one of the most important properties to help build connections in the Knowledge Graph.

I highly recommend linking your social and company profiles. Besides Wikipedia and Wikidata, Google also sources Knowledge Graph data from LinkedIn and Crunchbase. If your company is public, it’s well worth including links to profiles on Bloomberg, Yahoo Finance, and similar prominent websites.

Second, make sure that information about your entity on the web is consistent and unified. Not paying attention to this could lead to Google storing the wrong information about your entity, making it difficult to get included in the Knowledge Graph.

So make sure to get the basics right before playing around with advanced schema markup.


Mark Crutch

At the age of 12 Mark purchase, an old at the time TRS-80 loving known as (Trash-80). They would spend many knights programming stick figures to move on the screen.