How to approach schema markup

I’ll give it to you straight: If you’re an SEO beginner, forget about schema for now. Countless other SEO tasks will be much more impactful.

You only need to consider schema if one or both of these things are true:

  • Your pages already rank well, and the content is eligible for rich results (more on that later).
  • You already have a strong brand presence that can help establish your entity in the Knowledge Graph.

If that’s you, here’s how to get started with your schema journey:

Get familiar with schema.org

Schema.org is your point of reference here. It might be a bit confusing and overwhelming if you’re new to this, so let me simplify how it works.

The schema consists of a two-level hierarchy system. At the top, you have types, and each type has a set of defined properties.

Types categorize the content block that you’re marking up. Its properties then describe the content.

For example, here’s some very simple markup about myself that would fit on my author page:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Person",
  "name": "Michal Pecánek",
  "url": "https://ahrefs.com/blog/author/michal-pecanek/",
  "image": "https://ahrefs.com/blog/wp-content/themes/Ahrefs-4/images/authors/MichalPecanek.jpg",
  "sameAs": [
    "https://twitter.com/michalpecanek",
    "https://www.linkedin.com/in/michalpecanek/",
  ],
  "jobTitle": "Content Marketer",
  "worksFor": {
    "@type": "Organization",
    "name": "Ahrefs"
  }  
}
</script>

This would deliver the information already on my author page to Google on a silver platter.

Two important things to notice in the code here:

  1. You can declare multiple types at once. Even though the main type here is “Person,” we can also use the type “Organization” for the property “worksFor” to convey information about my employer.
  2. A lot of properties can be used for multiple types. In the example above, it’s the property “name” that’s used both for the “Person” (Michal Pecánek) and the “Organization” (Ahrefs).

Here’s a list of schema to begin with. Click through the most common types and check their properties, what they look like, all the options, etc.

You’ll find out that there are a lot of interconnected things. For example, if Ahrefs bought Alphabet, we’d be able to declare it as our subOrganization:

And Alphabet could use the inverse-property and have Ahrefs as “parentOrganization” on their website.


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.