Getting a Schema.org implementation right on a website was always enormously painful. There was not enough documentation and no good tools to help you to make it truly simple. For years, even the best implementations were still just a fragmented mess. In the spring of 2019, we fixed that with Yoast SEO 11.0 — and we’ve been improving ever since. So, how did we get here and why is it so important to get Schema right?
Table of contents
Structured data front and center
Over the last couple of years, structured data has become one of the main focal points of Google and, therefore, the SEO community. Schema structured data drives many of the most recent rich results and there is no end in sight. Structured data gives search engines more insights into how your pages are built and how you describe your content.
In addition, Schema makes it possible to optimize for entities — i.e. people, places and things — and how they relate to each other. This makes a lot of sense for search engines, as it allows them to weave that web of data we’ve been talking about for so long. Schema is an invaluable building block for the Semantic Web.
But, when we started looking at how to improve our Schema implementation, we didn’t find any of those coveted connections on all the sites we researched. We only found individual blocks, without any way for a search engine to find out how everything connects.
That needed to change!
What we found
The best Schema.org implementations we see ‘in the wild’ often look something like this, when seen by Google’s Structured Data Testing Tool: