Overview of Schema| Hitchhikers Platform

What You’ll Learn

In this section, you will learn:

  • What schema is and why it’s important
  • How Yext handles schema for built-in entity types

Schema.org and Structured Data

As you learned in the Introduction to SEO module, Schema.org is a joint effort (through collaboration of the search engines), to improve the web by creating a structured data markup schema. Web developers can use this universal vocabulary by embedding it in the HTML of a page to communicate to search engines universally. On-page markup helps search engines understand the information on web pages and provide rich search results.

Many search engines use Schema.org as a framework for what Structured Data to index into their algorithms. They do not necessarily incorporate everything that is typed in Schema.org. For example, Google explicitly tells developers which types they are explicitly looking for in their documentation, which includes things like:

  • Local Business
  • FAQ
  • Job Postings
  • Products
  • Events
  • How-tos

You can read more about that in Google’s Enable rich results with structured data resource — this site is a great resource, we highly recommend reading it if you’re interested!

Then, for each Type, Google outlines the required and recommended schema.org Properties.

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Marking your pages with schema does not guarantee that Google will feature your content or boost you to the top of the SERP, but it is definitely giving you your best shot. You can read more about Google’s guidelines here to make sure you are following all of their rules and recommendations.

Schema.org and Structured Data Types and Properties

Let’s take a look at an example to illustrate the required and recommended schema.org Properties.

Lots of brands put on events every year (including the beloved Turtlehead Tacos).

Here’s a link to Schema.org’s description of an event: https://schema.org/Event.

Schema.org uses multiple inheritance for its typing, meaning that a given Type can be a Child of one or more Types and thus inherits all of its Parent Type’s properties, plus it can add any of its own.

Event extends the Type Thing. Therefore, all of Thing’s Properties are also Properties of Event. Event also defines additional Properties that are specific to its Type, like startDate and endDate.

all event schema

Now let’s look at Google’s recommendations for Event: https://developers.google.com/search/docs/data-types/event

Google has three required Properties and additional recommended Properties (some of which are listed in the table below) — all of which are a subset of the Schema.org defined properties.

Required Properties Recommended Properties
location description
name  endDate
startDate eventAttendanceMode

In the end, you only need to include schema.org markup for the properties that matter to search engines, so it’s imperative that you include the ones required by Google — but not necessarily all the ones specified by Schema.org.

Over time, schema.org best practices will evolve and so will the markup Google and other search engines recommend. That’s why it is critical to stay up-to-date on schema updates, and/or work with a partner who will on your behalf.

event schema

Disclaimer: All of the above is as of writing this training in early 2020. This is important because schema and Google structured data change all the time. Yext has a team dedicated to monitoring and updating our schema to make sure our customers have the latest and greatest at all times.

Schema on Yext Pages

The Yext Pages technology and services make sure that you have schema.org markup on your pages whenever possible.

If your pages were created via Custom Development, reach out to your Account team or Engagement Manager for help on how to update your schema.

If your pages were created via Page Builder, you can view and manage the schema.org markup for each Page Builder Template directly from the platform, which you’ll learn how to do in the next unit.

unit Quiz
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    Error Success Question 1 of 2

    When adding schema.org markup to your Pages, you want to include:

    Error Success Question 2 of 2

    Schema.org markup helps: (Select all that apply)

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