Schema App is a one-stop platform for authoring schema markup, and reporting on its impact. By authoring your schema markup with Schema App, you are also creating, and curating a marketing knowledge graph. This document provides an overview of the Schema App Process and lists key resources to support you in developing your schema skills.
The Schema App Knowledge Base is organized in alignment with this
You can always contact support@schemaapp.com for additional advice and guidance. We're here to collaborate and help.
TABLE OF CONTENTS
Getting Started
Call us biased, but the world of schema markup is an exciting one. We want to provide you with the background context necessary to author markup effectively and see value ASAP. We have some key training and onboarding resources to help you get up to speed quickly.
Free Training
Our full list of training courses is available at https://training.schemaapp.com/. We highly recommend the following 2 courses to all our Users who want to author markup:
For those of you interested in exciting AI applications above and beyond SEO, we recommend the excellent Content Knowledge Graph Fundamentals.
Scoping and Strategy
Deciding how to mark up and describe your Organization and Website can be an exciting but overwhelming process. Review our best practices documentation for additional insight and guidance. As always, contact support@schemaapp.com for additional guidance.
- Knowledge Base Category: Schema.org Vocabulary and Best Practices
- Knowledge Base Folder: Medical Vertical Best Practices
- Free Schema App Feature: Schema Paths Tool
Authoring
Using the Schema App tool suite to create JSON-LD about your WebSite can be broadly categorized as the Authoring Process. The two most common ways to author Schema Markup are the Editor, and Schema App's automatic Plugins. Our Highlighter tool is a powerful method for authoring at scale but requires an appropriate website and is only available to our Enterprise tier customers.
Note: Authoring and Integration can happen at the same time for a project. We actually recommend starting the integration process before or during the authoring phase. The authoring method you use will influence your integration choices, and authoring can be easier when your project is fully set up.
Review this support document if you want to set up & confirm integration but not deploy markup.
Best Practices
Best practices can be general or tool-specific. To get a better understanding of content recommendations and general best practices you can review our Knowledge Base Collection on Strategy. For tool-specific recommendations, review the Knowledge Base folders on Editor Authoring or on Highlighter Authoring.
Editor Authoring Resources
The Editor is a tool for manually authoring static schema markup. The Editor is used to create data items, or individual instances of structured data. If you are using the WordPress plugin, you can import auto-generated markup into the Editor to add to it. Use the Data Items view to review, filter, and perform bulk actions on data items.
- Schema App Tool: Editor Tool
- Schema App Tool: Data Items View
- Support Document: How To: Update Data Item URIs in Bulk
CMS Specific Automatically Generated Markup
Schema App automatically creates markup for three major CMS platforms:
WordPress Plugins
Install the free Schema App WordPress plugin to automatically author markup for Posts, Pages and more. You can review the WordPress Deployment Overview support document for more information about how the default WordPress plugin creates markup. Upgrade to the Schema App WordPress Advanced plugin for the ability to author custom markup and deploy it server-side to your WordPress site
Shopify Plugins
Install the Schema App Total Schema Markup Core plugin to automatically author markup for Product Detail Pages, Product Listing Pages, Articles, and Breadcrumbs where possible. Upgrade to Schema App Total Schema Markup Advanced for access to the Editor and the Pro suite of tools.
BigCommerce Plugin
We have one BigCommerce offering: Schema Markup by Schema App. This plugin will author markup for Product Details Pages, Product Listing Pages, Blogs and Pages. The plugin will create Breadcrumb markup where possible.
Note: We will be sunsetting the BigCommerce plugin on January 31st 2025.
Highlighter Authoring Resources
The Schema App Highlighter is a tool used to author dynamic JSON-LD at scale across similarly templated pages. The Highlighter maps Schema.org properties to the contents of specific web page components. This is currently a premium product. Please contact sales@schemaapp.com for more information if you think your website would be well suited to a Highlighter template.
Integration
Integration is the process of establishing communication between your website and our content delivery network. There are several options available to us, and making the best decision will depend on your:
- Content Management System,
- Authoring method (Plugin, Editor, Highlighter), and
- Site Speed
Choose your Integration Method
There are many ways to set up your integration, and it is important to choose the best method for each individual website. The following documents may be helpful as you choose the most appropriate deployment method:
- Support Document: Schema App Integrations
A high-level overview document to better understand how integration works. - Support Document:: Schema App Integrations by Authoring Tool
- Support Document: Performance Impact of Integration Methods
There are many ways to peel an orange! If you're struggling to identify the most appropriate integration method, contact support@schemaapp.com for further advice.
Set Up Your Schema App Project
Once you've decided on your integration method, you can configure your Project Settings. Review the following resources for more information:
- Support Document: How To: Add Projects in Schema App to Target New Domains
- Support Document: Robots-Only Deployment
Configure the Integration Method
Configuring the integration method involves ensuring the appropriate settings are selected within the App, and potentially, within your integration tool of choice. Below are some considerations and resources for specific integration methods.
JavaScript with a Tag Manager
This is the most common and versatile integration method available. The scripts are often added with a Tag Manager (e.g Google Tag Manager, Adobe Launch, etc.).
- Support Document: JavaScript Deployment Overview
- Support Document: How To: Confirm Schema App Scripts Have Been Added Correctly
- Support Document: Considerations for JavaScript Tag Deployment
Note: For best results, the JavaScript tags must be accessible to GoogleBot, and must be able to fetch JSON-LD from our CDN within approximately the first 4 seconds of the page loading.
WordPress
We have two distinct WordPress plugins. To access the WordPress Advanced functionality, both plugins need to be installed.
- Install Link: Free Schema App WordPress plugin
- Support Document: How To: Set Up the Schema App Advanced WordPress Plugin
This plugin is only available for download from within your Project Settings.
Shopify
We have two distinct Shopify tiers available, both available for purchase from within the Shopify App store. Both plugins require configuration within the Shopify settings, and the Schema App Total Schema Markup Advanced plugin may require additional configuration within the website's project settings.
Note: Billing, upgrades, and refunds are handled entirely from within the Shopify platform.
BigCommerce
We have one BigCommerce offering: Schema Markup by Schema App, which is available for purchase from within BigCommerce app store. The plugin must be installed, and the integration scripts must be present for the plugin to successfully create and deploy automatically generated markup
Note: The plugin must be installed, and the integration scripts must be present for the plugin to successfully create and deploy automatically generated markup
Specialized Deployment Methods
Schema App has several other, specialized deployment methods. Some of these require additional support to set up and configure and therefore have additional associated costs. For a full list of all our deployment methods, review this document or contact support@schemaapp.com.
- Support Document: Schema App Integrations
Deployment
Deployment describes the process of sending JSON-LD from our content delivery network to your website. Confirming deployment involves reviewing URLs you're targeting and confirming that the JSON-LD is appearing as you would expect. This section reviews processes and topics that are relevant to Deployment.
Verifying Deployment in Production
The two most effective ways to confirm deployment are to check the rendered HTML or to use a test like the Rich Results Test. If you have
- Support Document: How To: Confirm Schema App Markup is Deploying
Support: How To: Troubleshoot Live Markup Not Reflecting Updates and Changes
Note: If your markup is not deploying, even when clearing out various caches, contact support@schemaapp.com. We'll be happy to help you identify the root cause.
Crawling and Indexing
Crawling describes the process of a web crawler (e.g. GoogleBot) discovering, loading, and rendering your webpage. It is an active, and ongoing process. Indexing describes the process of capturing and storing that information for future re-use (e.g. being shown on a search engine results page).
Indexing issues are distinct from deployment issues. Deployment issues mean that JSON-LD is not appearing on the website as expected. Indexing issues mean that JSON-LD is appearing as expected on the web page, but not being indexed as expected.
Confirming Indexing
You will want to confirm your pages have been indexed. It is wise to review indexing using tools created by the Search Engine platform. For example, Google Search Console offers several excellent tools for monitoring your indexing health and site performance.
- Support Document: Using Google Search Console to Monitor Schema Markup
Troubleshooting Indexing
Identifying, and troubleshooting crawling and indexing issues can be a challenging but incredibly satisfying process. These resources can get you started and you can always contact support@schemaapp.com for more assistance.
- Support Document: Do I need anything other than Schema App scripts on all pages?
- Support Document: Debugging Highlighter Deployment with Mobile Crawler
Monitoring
Monitoring describes the ongoing or periodic process of reviewing your scope of work to ensure your markup is accurate and correct. You will use many of the same strategies described in the Deployment and Indexing sections of this document (e.g. Schema Markup Validator, Google Search Console, etc.) and some new ones.
- Schema App Tool: Schema App Analyzer
- Support Document: SchemaBot Crawler and the Analyzer Console
- Schema App Tool: https://app.schemaapp.com/maintenance/url-healthURL Health
- Support Document: Using Google Search Console to Monitor Schema Markup
Deployment Monitoring
Deployment Monitoring is a feature available to some subscription plans. The Schema Bot Crawler will crawl a selection of URLs, monitor their HTTPS status, and identify if markup is missing.
- Support Document: Deployment Monitoring
- Support Document: Deployment Monitoring Errors and Actions
Reporting
Impact reporting is a critical step of the Schema App Process, as it provides the insights that will guide our priorities and next steps.
Schema Performance Analytics
Schema Performance Analytics is an interactive reporting and analytics tool within Schema App. SPA enables users to gather, filter, and analyze data about how schema markup impacts performance in Google Search.
- Schema App Tool: Schema Performance Analytics
- Support Document: Schema Performance Analytics: Getting Started
- Knowledge Base Category: Schema Performance Analytics
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