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How to fix schema markup errors?

Here is a list of some of the most common schema markup issues, structured data and rich result errors, that range from syntax errors to logical nesting, and how to fix them:

What is schema markup?

Schema markup or structured data can be defined as data that describes data on the web page, or so-called metadata, which is usually information that a search engine receives, but visitors to your website don’t see.

Because of it having standardized structure, it is also called structured data, and because it usually appears as snippet of code, it is also called (rich) snippets.

Web page usually consists of data and markup data that is hidden in a browser’s display, which tells browsers how to display the data, such as position of the parts of text, color, images etc.

When we see a web page, meaning of the data comes to us by nature. However, computers do not have that ability; such web page is meaningless to the computers, and there is no way for a machine to find out what the web page is about, or to distinct one web page from another in that sense.

This is the main goal of structured data markup — to give meaning to the data that computers can read and understand.

You can explore structured data and visualize their relations and hierarchy with isSemantic.net’s RDF visualization tool . You can see how structured data has the same meaning and structure, regardless of the serialization format, on RDF formats conversion tool .

How does structured data work?

Structured data is added to web page data by marking-up data it describes with machine-readable annotations (metadata) that are usually invisible to humans. This is why it is also called schema markup

Here is a quick example where we mark-up heading as a structured data name markup:

…
<h2 property=»name»>Company Inc.</h2>
…

so now a computer can tell that this heading is structured data, a name markup, and text between is its value:

{ «name»: «Company Inc.» }

Markup can be added directly to data (using Microdata), or separately (using JSON-LD). However, just by adding schema markup does not give meaning to the data; it depends on the properties and domain. What markup/properties we will add depends on the context.

Here is how computers see web page without and with structured data:

Cleary, web page without structured data gives no clue whatsoever to a computer what the web page is about. On the other hand, web page with structured data gives a lot more information and meaning: we can see that it is a web page of some company, which describes some product, and has purchase option, with logo and URL address.

Why do we use structured data?

Benefits of structured data are all around us, though you may not have realized that structured data is behind them.

One of the most notable benefits is rich search results. Structured data schema markup allows search engines to understand which content can be displayed as a graphically enhanced search result, or so-called rich snippet, that is enriched with star ratings, reviews, videos, images and map locations.
Special search result appearance can make web page more visible, improve user click-through rates, and by that bring more traffic to your website and increase your pagerank.

What are rich snippets?

Rich snippets or rich results are results that search engines display on search engine results page (SERP) that are visually enriched with graphical elements such as images, rating stars, search boxes and similar, in contrast to the usual textual search results with blue link.

Here is a common example of a rich search result, where we can see how search engine reads structured data markup and uses it to display a graphically enhanced search result — rich snippet — with star rating information, price and so on:

Google and the Google logo are registered trademarks of Google LLC, used with permission.

Since it clearly affects search engine results page (SERP), structured data is an important step when doing search engine optimization (SEO) for any web page. Let’s get into details to see a big picture.

You can browse, search, generate, edit and extend schema markup and rich snippets on our schema markup generator.

What is Schema.org?

Schema.org is a vocabulary of shared collections of schemas for structured data on the Internet, founded by major search engine providers Google, Microsoft, Yahoo! and Yandex. Though not a standard, it is one of the most frequently used vocabularies, used by millions of websites and many applications.

Its goal is to provide webmasters with a single common vocabulary that contains markup that is most valuable to search engines and users on the Internet.

It contains hundreds of machine-readable definitions of the most commonly used concepts, such as organizations, persons, places, services, events products and so on. Read more about Schema.org .

What is Open Graph?

Open Graph Protocol is a schema markup (it is also referred to as a vocabulary) developed by Facebook in order to combine and relate web pages and create their rich representation within the social graph. In practice, Open Graph allows Facebook’s Like feature to work for pages outside their network, i.e. sharing on Facebook.

Open Graph Protocol is based on RDFa format so it is using HTML tags to describe content that can have different markup depending on the media content, such as Website, Video, Audio markup. Read more about Open Graph Protocol .

What are Twitter Cards?

Twitter Cards is a schema markup based used by Twitter to optimize Tweets and enhance user experience. It has its special markup and rules, but it is fully compatible with Open Graph tags, and can be markupd up with Open Graph tags.

This is also possible because, like Open Graph, Twitter Cards is based on RDFa format, and is usually used to describe and represent web pages as card, player or app snippets. Read more about Twitter Cards .

How to choose the type of structured data?

As we know by nature, one term can have many meanings, for instance term name can mean anybody’s or anything’s name. For example, we know when some part of the web page represents a name of the company by nature, but how do search engines know that? To be able to know it, we would need a standardized context, a schema markup: this is where controlled vocabularies come in.

Vocabularies usually describe specific industry or domain in standardized terms, which is why they are called controlled vocabularies. Vocabularies help search engines put structured data into a context, that’s why they are a first thing do add in your markup. Such vocabulary is Schema.org, which is used for describing content on the Web.

HTML outline and semantic HTML headings

HTML headings are also included in validation, since computers (screen readers) also use them to semantically structure and display data on a web page, as well as to determine the importance of certain page sections. That is why it is important to control headings position and rank. Along with web page accessibility, headings can affect page ranking as well, and they should be considered when analyzing on-page SEO.

How to add schema code to website?

Schema markup and rich snippets usually enhance content they describe, which means that you must first determine what type of content type your website is about.

According to your website content type, you can choose appropriate rich snippet or schema markup. You can use our schema markup generator to create or find appropriate schema markup.