by Adam Preiser updated July 27, 2019

Why & How To Add Schema To Your WordPress Website For Better SEO


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Having proper schema on your website should be the top of your priorities, but sadly most don't know what it is. Learn how to implement schema in the tutorial.

Video Transcript

In this video but to talk about something
called schema right now me to show you what

it is to try to explain to you why it is very
important to pay attention to it and then

I’m gonna show you some tools that you can
use towards the end of the video on how to

implement it on your site or your client sites
with ease so here is what schema is of you

ever done a Google search and you might may
be a search for product and you see these

stars here and there is a rating there were
maybe off to the side there’s all the specific

product information a product image is some
of the specs of a particular product and then

you scroll down and you have this top stories
where there is a variety of websites and their

content is featured in a prominent way like
this or when you scroll down maybe there’s

just some other random site was some reviews
stars in the Google search engine results

all of these are examples of schema maybe
you have searched for some concert tickets

and if you type in a search and you you scroll
down there’s these links here to specific

events for this particular concert that you
might be looking for this is another example

of schema and here’s actually better example
word list dates and it lists the event venue

locations this also is schema let me show
you another potential scenario I’m a big fan

of something called Sue V I cook a lot of
times this way so maybe it’s-Sue V recipe

and you scroll down and you’re wondering how
do these get these review stars in the cook

time and all of this additional information
this is schema okay and lastly maybe you are

a web designer or web developer or your searching
for that you scroll down and you look at all

of these websites now one of them has a schema
why I have no idea because it is so easy to

add an implement to your website and this
is one of those services if you’re a web developer

that you can add to your client’s websites
maybe charge them additional fee in order

to implement this on their website imagine
if someone was doing the searching they scroll

down which one would stand out probably the
one that might have some schema and might

be showing some review stars along with it
all of these are examples of schema and not

you might be thinking that schema really isn’t
that important and I just in this video want

to impress upon you the importance of having
schema in your website every single website

you touch needs to have schema and I want
to go through some of the misnomer’s of schema

some of the misunderstandings people have
about it they think they already have but

they really don’t want to go through all of
those in this video before I get too far in

this video I want to introduce myself my name
is Adam from where I release

a ton of content to help you get better results
with WordPress faster if you knew your consider

clicking on the subscribe button if you don’t
want to miss a thing click on the belt and

anything that I talked about in this video
will be linked in the video description down

below okay so if I haven’t already impress
upon you the importance of this thing called

schema and I want to show you that even though
you might think you have it you might not

have it let me even pylon some future way
of looking at the need and importance for

schema there was a recent article on search
engine journal and I recommend if you have

a website or your making websites or people
you should really follow what some of the

search engine related authority sites are
talking about and I came across this article

actually just a few days ago and it talks
about the importance of voice search and how

you need to start thinking along the lines
of your website and how to get a mesh in with

voice search and I was also listening to a
video last week a very forward thinking guy

named Gary Vaynerchuk was saying how really
the future is voices not video and his reasoning

was you can listen to things you can use voice
when you’re doing other things you don’t have

to be focused on it so voice is really important
especially with these devices that are coming

out and essentially what schema is is code
that gets added to your website to better

communicate the specifics of what your website
in your content is about for Google or various

other search engines that choose to look at
the schema and process it so that’s kind of

in a nutshell what schema is and when you
think about voice search voice search is heavily

dependent upon proper schema that’s the only
way Google is really going to know what your

content is about and so when you read this
article it tells you the importance of the

single voice search and only scroll down to
give some suggestions and what is it say right

here use schema markup on your content it’s
super important so it’s not just about having

the listings in Google and then be a little
more eye-catching it’s about more than that

it’s about voice search in the future giving
Google or any search engine is much information

about your website and your content as possible
I don’t know about you I think this holiday

season of giftgiving some of the biggest and
gifts that are going to be going out are these

Google home vote these little devices you
put in your house and you can talk to it as

good things and it gives you information it’s
going to give you information based upon schema

I use the Echo devices Amazon echo I love
it I have these throughout the house these

are using this schema okay so right now that
I’ve gone over schema and the importance of

schema I want to talk about the misconception
people have about it because you might say

ha well I’m using the Genesis theme and if
you go to the website it says that there is

a schema in it so I’m covered or I’m using
XYZ theme it says I have schema so I’m covered

and I’ll tell you you’re actually not covered
with the type of schema that I’m talking about

schema actually is doing lots of things it’s
communicating to Google or the search engines

the structure of your website so a theme is
going to have schema in it that’s all well

coded themes can have scheme in it but what
this schema is is going to say okay Google

here is the header on my website okay Google
here is the menu on my website and here’s

the sidebar on my website they it basically
just it says Google here is the structure

of my website but there is no information
about the actual content of your website so

if you are using Genesis theme or Astra Theme
or any of these themes and they say it’s has

a schema and it that schema is very important
but it’s not going as far as you need it’s

not giving enough a schema about the actual
content it’s just covering structure now I

personally have been using various schema
solutions for WordPress for the last check

as long as I’ve had a website the last five
years for sure I purchased the many different

schema solutions and some are are are okay
but they’re pretty clunky when you’re actually

inside of WordPress and there is a lot of
double entry and manual entry so for example

recipe here there’s like this double entry
so say you have all the recipe details in

the content of a blog post then you have to
reenter all of those recipe details and an

option box below it so that the schema can
be generated and that’s pretty tedious especially

if you might have some kind of custom solution
on your website I made a video couple days

ago or we can go now about implementing custom
post types custom fields using something called

PODS so there’s a lot of double entry going
on and then you start having a cluttered experience

inside of WordPress when you’re trying to
create content and that’s where he needed

to be uncluttered as much as possible so you
kind of have all these things, working against

you now there is a new plug-in that just came
out I’ve actually been using it I really implemented

on my website over the past weekend but I’ve
been testing it for the past few weeks and

here it is it is called all in one schema
Pro and here is the website now this is actually

made by the same people that make the Astra
Theme and the ultimate add-ons series of software

and they actually have a lot of expertise
in this that they have been building schema

plug-ins for the past four years and there
in the WordPress repository with I think maybe

like 80,000 active installation so they know
about the schema and they learnt everything

from the free plug-in they released to create
this I think a masterpiece of simplicity for

what’s called all-in-one schema Pro now I’m
in a show you implementing this plug-in on

your website how easy it is but is actually
so easy you could come to the website here

and see the different types of schema and
how to implement it it’s so easy but I wanted

to actually show you because there some options
that might not be communicated well enough

on the website so when you come to their website
right here on a link in the video description

below but you can go to
Pro no-and right here are the a of some of

the different schema types that you can implement
with this right now so there’s article schema

so that is what you want apply to all of your
pages and posts pretty much all of your content

recipe schema course schema event schema local
business schema review schema product and

books but there’s actually a few more this
are the only eight that they’re showing on

their homepage right here now what’s nice
and what I like is I can go ahead and click

on any of these and it shows you how easy
it is to implement so for article schema when

I click on it it takes me to a pager with
a little bit of information an example of

what the schema looks like in Google search
results and then right here the three steps

to implement that it’s literally so easy and
I really went through and I implemented all

sorts of schema on my website this prior weekend
and you can go here to schema types and you

can see all the various schema types that
it supports now what’s nice is they are adding

additional schema types to this over time
so as new schema types come out that are in

demand that they will add it to the plug-in
so you see right here job posting schema software

application book schema all of these different
schemas so here’s what a book schema looks

like you can click on it and you can see this
is what it looks like when you’re in the Google

search engine results it also the author published
in pages so it’s just all of this additional

information that you’re able to communicate
to Google about the content on your website

and it couldn’t be easier let’s take a quick
look at the pricing and then let’s install

and implement and test some schema and I’m
in a show you how to test the schema which

is nice because you can test the schema that
you currently have on your website so if I

click on pricing this was just released its
$59 for an annual license or you could just

buy lifetime licenses 199 I’ll tell you the
schema plug-ins that I purchased over the

years one of almost $400 for a lifetime license
so I know what 99 is a bargain and especially

when I show you how select this is to implemented
it’s a really good deal especially if you

have customers or clients or building websites
for people this is just something that you

can use to differentiate you and your expertise
because you know your competitor that might

be charging $500 less they’re not doing this
so if you get any pushback on the cost of

your website development this is one of those
things where if you go with me you’re getting

it done the right way if you go with them
is just to be whipped together thrown together

and it’s not enough and actually harm them
in the long run so 59 and 199 and this is

super developer friendlier to see works with
custom fields it’s pretty spectacular now

here are some excellent actual good news about
the price is if you have the Astra Theme and

you have an agency license right here is the
Astra Theme I talked about it many times on

the channel it actually includes this plug
and it was added to the aid of the agency

bundle with Astro so if you’re already an
agency license holder which I am you don’t

have to pay anything it says just concluded
they added that value the aster agency bundle

comes with the Astra Theme comes with Convert
Pro premium sites this the various ultimate

add-ons and future plug-ins that this developer
makes and they also have lifetime license

available if you’re interested in Astra just
visit to check that out

I have a ton of content on Astro so enough
about the product let me just show you this

thing in action now I have this site that
I used for a tutorial not that long ago where

I showed you a full three hour tutorial on
how to make this website and that using the

Astros using one of their starter sites and
it was a very easy to put together so here

I am logged into the back animal to go to
plug-ins and new I’ve already downloaded the

plug-in so I’ll just go ahead and upload it
really quick it’s very light weight it’s only

300 kB in size so it’s a very light plug-in
when go ahead and activated now let me just

to quickly refresh here alright so one of
things I like it right off the bat is they

put the option underneath the settings actually
it’s an option you can by default it goes

underneath the settings but you can have it
be on the main list menu list here I hate

when it’s all cluttered so I like it to go
in settings so here it is a schema Pro a go

ahead and click here so I haven’t turned on
any schema yet another some advanced settings

for you as well so in the toolbar when you’re
viewing a page on the front and it’s going

to add an option here that’s going to say
test the schema so let me see I don’t have

any schema implemented let yet let me do a
quick refresh here Curtis test the schema

so you can leave that there or you can have
it be disabled if you don’t want to see that

in your toolbar next you have all these placement
options so by default it goes into the settings

panel but you can put it wherever you want
and there’s this option here where you want

this ischemic code added and will just leave
that where the setting is so first let’s test

our schema now Google provides a schema testing
tool so what you can do when you have this

plug-in installed is you can test your existing
schema by clicking right here it’ll open up

in a new tab on the tools website and it will
automatically populate the URL and do the

quick search so these are the types of schema
that I’m already getting by default with the

theme remember I said your theme well coded
themes will have some structural schema and

that’s very good but it doesn’t get you all
of what you need so here’s a different schema

types that come with your theme and you can
click into it so I click into here this is

what the schema is so basically this one is
just communicating to Google here’s our logo

and here is our URL and it’s an organization
here’s the WP head and this basically tells

Google additional information and all these
things are just given Google additional schema

information so I would go ahead and close
that out and let’s implement some schema on

our website Summit go back and click on schemas
and then a minute click on add new and this

is one thing I like about this plug-in you
notice some of the stuff could be a little

on the complicated side and they took a real
complicated process and simplified it made

a real easy so here’s a different schema types
that the plug-in currently has other all available

right here so say I want to add a let’s add
a review schema summit click on review and

then I would go ahead and click on next and
then the next step is where do you want this

schema applied so in the situation I’m in
a put it only on blog posts so I’m choosing

all posts now I can add additional locations
by clicking add enable rule or I can add exclusions

where I don’t want it to apply now for most
people you’ll just have the same scheme almost

locations but say you have your events you
don’t want events the option box to appear

all over the place you want it just where
the events content is going to be and so that’s

why you have these advanced targeting rules
so I’m just going to go with this right here

and then I’m in a click next and now I’m ready
so I can go ahead and click on complete set

up it’s gonna take me back into the back end
of WordPress so right here it names the schema

now what I did when I implemented this on
my website I have some review schema but I

have different configurations in different
parts so what I did is I would name it review

for blog posts review for XYZ so you can stick
with this name just review because working

to see a list of all the schema we made but
if you wanted to just have a different schema

for posts in a different schema for pages
and might be nice to just change of title

to kind of put some location information there
as well so just put four posts just to make

it simple okay so now that that’s added right
here you can euros can be able to come back

and change the location that you apply this
to so you’re not stuck with what you set up

in the wizard it was just a pre-configure
this so right here is where this the power

of this plug-in really comes in the play so
for review schema you need these different

fields of information the name of the item
that’s being reviewed the image of the product

the description the date of the review the
actual rating and that’s a five star scale

and the name of the reviewer so what we can
do here is if you’re a developer in your may

be applying this to a custom post type in
all that information is already in some custom

field you created while you can map these
different fields to where you know that information

already is so for example the review description
by default it’s just going to assume that

it’s in the content of your blog posts so
you don’t have to put some info on your blog

post and then you have to double entry put
it into this review schema it’s gonna pull

it from there the same thing goes for the
review data just is linked up to the published

date of the blog post the same goes for the
reviewer name now it’s nice is we can change

this so say the title of the blog post is
going to be the name of the product you’re

reviewing so there’s no sense in having this
double entry going on since I know that I

can change this to the title of the post right
there so that’s one less piece of information

that there’s gonna be some double entry for
so the same thing for their review item image

say I know that I’m going to have that be
the featured image on my blog post I consented

to featured image or a specific image so I
chose this I could just choose a specific

image in my image library and there’s other
options here so I could just say featured

image we set content with this now all were
left for a review rating is the actual scale

from 0 to 5 now if your developer and Yorty
have this in a custom field you can go to

select other custom field here or in this
case I’ll let it create a new custom field

for me so numbly click on updates and I’m
going to go jump into creating a blog post

now exit before I do that let me click back
here and you can see here’s that schema I

can go here and change it at any time delete
it and all of the different schemas that I

create are all going to be listed right here
actually let me create one more type of schema

that’s very important it’s article schema
for blog posts this would be a lot easier

to click on add new and miniatures article
schema Lemme click on next and I’ll apply

this everywhere to all the content on the
website click on next and click on complete

set up in here are those same fields but all
of these fields are already going to be pulled

from the content you can see you don’t have
this double entry so this is for article type

and it changes the blog post that’s the only
thing I want to change so news article is

that timely news so when you do the Google
search and it shows those big about prominent

news articles 3 hours ago six hours ago stuff
like that that would be your news article

on the just stick with the blog posting right
here in all this information is already in

the blog post let me click on update alright
so now I’m in a go to posts and I don’t think

I have an existing post just as hello world
one let me just click into it and see what

this is looking like so so far it looks like
a normal blog post I got my title I got my

description and when I scroll down this is
just my Yoast stuff let me just shrink that

and here’s what it added to schema Pro and
here’s that option for me to go ahead and

add a star ratings I can just add a star star
rating right here or I can manually type it

in or put it like that and that’s where the
manual info is good to go and so I would’ve

left some of those other fields to say create
a new custom field he would’ve created that

would be available here if I also want to
have the recipe schema applied to blog post

so then I’d have review and recipe the no
be another option here for each of these different

types of schema that I’m adding to the same
content type because sometimes you say it

is a recipe blog you’re gonna want review
schema and what recipe schema you want both

of it and there might be another type of schema
that you want added so the schemas don’t replace

each other they just stacked together okay
so let’s just go ahead I want to create a

new blog post and I want to go ahead and fill
this out myself okay so I’ve gone ahead and

added a title which is also to be the product
name and I added a description I added a star

rating and down here you can see I added a
featured image someone go ahead and click

on publish now I don’t expect this to look
pretty obviously I’d put a lot more information

so let’s go ahead and click on view poster
right here so here we go where here we are

with everything so now what I’m a dues a minute
click on test schema and let’s see what Google

is showing us with their data testing tool
you can see right here I have a lot of that

same schema but what we have that’s new is
this review so when I click on it you could

see all of the information so right here we
have type we have description which was just

from the post contents and we have the product
name we have the image to the product we have

the rating and the star rating this was all
done with this as all-in-one schema Pro plug-in

and you can see right now I must’ve screwed
something up for the blog posting this was

in here and I just added it let’s click on
it and see what the heck this error is so

when I scroll down it looks like I have a
problem with my logo let’s see my logo height

has an invalid value okay so I have to go
and fix that but you can see how you can come

here and test this schema add schema to your
site add schema to your content and come here

and test that schema and then what’s going
to happen next is the next time Google comes

your website to index it it’s going to take
this new information this deeper information

it has on your content and added to the search
engine results most likely now with the review

stars they don’t add it to every piece of
content sometimes soak in my experience I

can usually get it on about 70% of my content
it’s never 100% so it’s it’s up completely

up to Google whether or not they’re going
to give these enhanced listings to you it’s

completely up to them but you should have
this came on for many different reasons this

is this is you communicating to Google exactly
what your website is about so that’s it this

is all in one scheme approach you have any
questions about this video and schema you

can ask in the comment section down below
also have links to everything in the video

description box and also have user form on
my website you might not be aware that you

can go here click on form and you can ask
questions to me there is any question that’s

not about this video or it’s a little bit
more technical anything more people can benefit

come over to my website click on the form
button and go ahead and ask so that’s it for

this video thanks for watching.

My passion is making the best quality video tutorial online, for non-techies. When I am not behind the camera, I am usually helping out one of my YouTube subscribers.

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  1. Schema Pro is a plugin that is currently so important in SEO. Because with this plugin the site that I will optimize has complete structured data. So that Google will more easily identify my site and will automatically be easy to go up on page one. From this plugin I can also present rich snippets in the form of star rates which are very useful for inviting keyword seekers to click or improve Click Through Rate performance.

  2. Looks like you are still using this plugin. The google markup tool says this page has errors and Schema pro hasn’t made changes required with new google update (it is missing required fields like “name” field for reviews).

  3. I designed a site that has consistently ranked #2 for its keyword. I followed your Schema Pro tutorial and added ratings and reviews on every page. The site dropped down to #5. Is this related to Schema Pro or coincidental.

    1. Adding schema will not negatively affect your website rankings. There are lots of things that can affect your ranking, the Google algorithm changing, increased competition, etc.

  4. Hey Adam, great video as always. I’m thinking of using this plug-in but regarding reviews; I’m using wpbusinessreviews to display my Google reviews onsite. Would I need to add reviews schema as well, is that double entry or is it something different altogether? Thanks

  5. Started using this but struggling to figure out how to display the Last Modified date on to the front end using elementor and this plugin. Any ideas Adam?

    1. Yeah that’s not an easy one, I had to use a custom function with PODS in order to get it to work.

  6. I agree with you schema is helped too much for proper SEO.Your video helps to much to understand the full subject.

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