3 Tools to Compile and Validate Schema Markup

Search engines have long desired a uniform method of understanding websites. Search bots cannot necessarily discern the meaning of a site by crawling its code. Is it a store or a blog? A recipe or gardening site?

That is the purpose of structured data. It’s a 1990s concept of organizing information on a site to help search engines understand it. But the rise of the web produced many types of structured data, not the uniformity desired by search engines.

Go to Schema.org. It is a structured data type, a “vocabulary” based on JSON-LD code, founded in 2011 and supported by major search engines: Google, Yahoo, Microsoft and Yandex. It is managed and organized by a non-profit collaborative community made up primarily of developers and engineers. Around 2022, Schema.org structured data will be the de facto industry standard.

Therefore, the term “schema” is now synonymous with “structured data”.

Beyond rich snippets

Google requires Schema.org markup to qualify for rich snippets in organic search results. But the benefits extend beyond the shards. While it only supports a limited number of schema types, Google’s search guidelines encourage website owners to use those marks broadly, such as to identify articles, breadcrumbs, authors, associated social sites, “entities,” and plus.

Schema implementation basics include:

  • Make sure all information in the schema markup is visible to humans. For example, don’t include FAQs in outline format only. Include that section in visible HTML so people can see it.
  • Maintain focus and specificity. Avoid using only redundant or site-wide schema types. Keep it focused on each page when possible. And most importantly, make sure search engines can understand it. That’s where schema validators come into play.

Schema constructors, validators

1. Schematic Generator is a free chrome extension for creating schema markup. While there are many schema builders out there, Schema Builder makes it easy to copy existing markup from none site, not just yours.

For example, you could copy the schema from a competitor’s page, generating a rich snippet. Just open that page in Chrome and activate the extension. Then edit, copy, and add the outline to your page.

Once again, the markup is automatically visible to search bots. Make sure that humans can also read the information.

Schema Builder Screenshot

Schema Builder makes it easy to copy existing markup from any site, not just yours.

2. Schema.org validator loads the outline of a page in the right side panel in an organized way. Users can highlight any tool property or project to reveal the underlying code.

The tool will also highlight schema errors in red and list recommended (but not required) properties to add.

Schema.org validator screenshot

The Schema.org validator loads a page’s schema in the right-hand panel and highlights errors in red, with recommended properties to add. Click the pic to enlarge.

3. Ryte Structured Data Helper instantly validate schema markup on any page. Ryte’s Chrome extension is faster than its web version as there is no need to copy and paste a URL.

Ryte Structured Data Wizard Screenshot

Ryte’s Structured Data Helper instantly validates schema markup on any page.

Other options

Schema implementation tools are proliferating, especially for popular platforms like WordPress, Shopify, Wix, and many more.

  • WordPress and WooCommerce. Colorbib’s list of review plugins that support schema is helpful. The list includes review plugins for products, books, recipes, and more.

Schema Tracking

Always check the limitations of your content management platform before implementing third-party schema generators. Then, once implemented, run the markup through Google’s Rich Results Test and Schema.org’s native validator.

Keep an eye out for the “Improvements” section of the Google Search Console. The section will list (i) all the rich snippets your site is eligible for based on your schema usage and (ii) any errors or warnings in your on-page schema that may (or may not) prevent rich snippets.

The “Performance” section of Search Console compares the click-through rates of your various rich snippets and identifies the best ones so you know which one generates the most traffic.