Is Schema Markup Overrated? Five Questions Answered

January 11, 2023
Est. Reading: 4 minutes
Jason Greenlees

By Jason Greenlees

Is Schema Markup Overrated? Five Questions Answered

This is a post for the SEO specialist or Web Developer who knows a thing or two about Schema. For those of you who don't know or think about what this is all about, I'll give a short intro.

Why is schema important?

Because Google uses it to help with creating better-structured search results. The problem with spending any time on anything website related like this is the customer doesn't see the results straight away so it's harder to justify. If your competition or your customer's competition is using it, though then you'll want to make sure you've got those boxes ticked and the configuration is done correctly.

Won't Google just figure it out with good content?

Yes, partly this is truly good content as has always been the case but good content with the correct keyword balance and strategy will produce some results. Adding schema means you're most likely to be given featured rich snippets for your website results on Google which are far more likely to be clicked.

I'm using SquareSpace, Wix or another DIY platform what about these?

Sorry, the news isn't good. While they do produce some automatic schema markup it's far from correct most of the time. It's a super simple schema on these platforms and hardly worth them including it. The same as adding Alt tags to images if you've ever tried to do this with Squarespace. Oops, you can't.

How do I set this up on a WordPress or Drupal site?

SEOPress includes this under the structured data area where you can configure things by post type. You can therefore set your service pages as service pages and your blog pages as blog pages. Ever notice how some search results have a picture and an authored date. This is most likely coming from structured data included in the WordPress Schema.

SEOPress is relatively inexpensive for WordPress at around $50 per year for the pro version and can be used on unlimited sites. At a bare minimum, consider this as your go-to for structured data.

If you want to flex, then look at something more customisable like Advanced Local Schema by Rank Fortress or another excellent recommendation by the same people who make METABox(A custom field plugin) is SlimSEO which is an LTD for around $250 USD.

For the less popular Drupal users out there the free module schema will get you started along with the METATAG module. Not the options you'll find on the WordPress side of the house but you know the quality with any Drupal module is going to be good and well maintained by the community. Simply checking the uses of the module shows around 6k worth of installs and support for D9.

How can I check other people's Schema?

I use a Google Chrome Extension called Open Link Structured Data Sniffer which will give you an idea of what's been added for what pages on your competitor's pages. It's free but don't get too excited you'll probably find that most of them aren't doing squat. That's a win for you if you can sell your customer between one and three hours to setup. For more comprehensive work with keyword analysis and mapping, you should go for a 1k discovery at a minimum and look at their META for each page.

What type of Schema is there?

Each schema type has different fields available to be filled out and delivered via a linked JSON file. A full list can be found at but the main ones your look at are listed under the hierarchy of Creative work, webpage and article page.

Within these two you will find the expected about page, contact page etc. Now that you know where to go and given that these are changing it's best to go and have a look for yourself. I find using the tool to see what people are using than using the schema as a reference before trying to see what SEOPress has to offer. You can also hand-code your Schema for those of you that are hardcore but given the complexities here I wouldn't recommend it.

There's a long list and it's getting ven longer from Articles, people, video faq, events to name a few.

How to generate Schema for your webpage?

  • FAQ Schema - Use Matt Woodward's FAQ schema Generator for this one
  • SEOPress - This can be automatic for post types or you can add manually as you create a page in WordPress
  • Schema Builder - Chrome Extension show you what schema there is

Examples of pages with rich schema applied to target Albury SEO:

26th November Add-on - Currently working on owning this keyword for Albury SEO & Tier 1 with a low enough keyword difficulty I have also gone the extra step further and used FAQ and Video Schema data on the below link.

Jason Greenlees

About Jason Greenlees

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