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Can I Add Multiple Schema Types to One Page?

Mar 30, 2020
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If you are a frequent reader of this blog, or watch our YouTube channel, you've probably seen a video or two on Schema Markup. Recently, one subscriber asked, "Can I add multiple schema types to one page?" 

Well, Spoiler Alert , YEP! In the video below I'll share how to add multiple schema types to one page on your website.

 

Video Transcript: 

Hey, thanks for checking out this video. If this is your first time watching, or maybe you've been watching a while and you have not yet subscribed, please do so now, we would love to have you join our community. Today's video comes from a recent user who was watching a video and had this question, they want to know if they can add multiple schema types to a page. Well, spoiler alert, yes, and in this video we're going to talk about why you can do that, and how you accomplish that.

There are a number of common schema types that website owners, SEOs, and marketers leverage in order to mark up their content to help search engines better understand their content, and also rank for those rich features in search. Now, they're like articles, books, breadcrumbs, events, there's FAQ, how-to, local business products, reviews, and videos. So these are just a few of the options we have available, but these are some of the more common types. The cool thing is these can all be combined to help clarify our pages, what they're about. And some of these actually can stack inside of each other ...

Here's a list of some common schema types, things like articles, and books, and breadcrumbs, and how-tos, and organizations or business product reviews, things of that nature. The cool thing is we can actually stack and leverage multiple schema types on a page to better mark up that page and help the search crawlers understand our content. Now what's cool is some of these pages, or some of these types, already have nested information in them. For instance, we've got something like product, right, you'd have a product on your page, and inside that we would nest a review of that product. So this is an instance where you would have one line of code, or one stacked version of your JSON-LD, and inside that you would contain both product as well as a product review. It's naturally set up that way.

Now, other types are not nested, and this may be like a website, right, where it's just the website markup, you're telling it that it's a website and that it has search capabilities. Maybe you have a video object and that's not necessarily straight up the website, it's very different. So as you can see here, we have three different types of structured data stacked together, and they're all adding different elements to the page, different markups, different context to that page.

So like I said, in one instance they're nested, in other instances they're not. And it's okay to stack those ones that are not nested. The cool thing about JSON-LD is it's just data, it's not adding anything else to your page, it's just adding a data line for the crawlers to read and have more context, so it's not going to slow your page down, it's not going to mess anything up, it's just going to add more context and value.

How do we actually achieve this? I went ahead and I pulled up the site that we use here a lot just to show how things work. And what we want to do is add a couple different types of schema. You can go over to schema.org and move through all the different types here and work through it. Honestly, I think that Merkle did a really good job on this tool, TechnicalSEO.com, it helps markup and generate markup for you. I use it all the time, shortcuts are great here on the internet and you've got to shout out to the people that make some really cool stuff.

All right, so the first thing we're looking up here is website markup, and the reason this is important is not everything online is a website, sometime it's a PDF, sometimes it's a progressive web app, sometimes it's software, and sometimes it's a website. So this helps crawlers know that, okay, I'm on a website, and that can be very helpful with how they approach the crawling of that website. Basically you've created this code and if you want to put it on every page of your site, you can do that. You just copy this text right here or this code and you can drop it in your header. If you're using Word Press plugins, there are plugins that do this as well. My favorite is SEO Press. I will add a script, add a link to that in here and you can build out a lot of different schema types and then tell it exactly what you want it to show.

But as you can see, this is pretty simple, we have the hierarchy here where it's a website, the information, what's the name, what's the URL. And then it has something called potential action. If you have a search feature on your website, you can add in what that search URL would be, and that would show exactly how search is done and let the crawlers know that you have search functions on your website. Pretty simple, straightforward, this is something you're not going to add a lot of different layers to, you're going to add this to the site to mark it up as a website.

What you could also do is add a product to your site, right? And now you can see that this right here, this code is much longer and we've got a number of different things going on like we've talked about. We've nested ratings and reviews within this specific product schema. We've taken our product, and we've written about it here, and as you can see I can pull it out. Say it's website template, you would have an image of the product, a description, your skew, your identifiers. You need these two things or it's going to trigger a warning, so if you don't have skew, don't have an identifier, create some for them. Make sure you have them, even if you have a SaaS product, you're going to need to have these because this structure is more geared towards physical products than it is towards web products. But if you have skews, have product identifiers, those need to be in there or you're going to get a warning.

Then you can add your brain, what it is, your brand. Your brain. You can add your brand in here. And then we can talk about offers, what's the offering? And so for right now let's say it's only valid til this time, we're having a price right now, this is the currency, obviously this is crazy, I'm not actually selling anything, this is all for training purposes, but you can see set an offer and say we have this price valid to this time. And again, you're just adding more context. And now we can say these are the average views. And now we've nested in a review below that from Joe Smith who can't believe how awesome everything is. And there's author type, publisher type, so in this one string, you're looking at product, right? And there's a hierarchy to the whole thing, so product is the type. Within product we have offers. Within that we also have products, we also have aggregate ratings, we also have reviews. And then within reviews we have a review rating. We also have the author of the review and the publisher of the review.

So all of these things can be nested within each other, and then you take this one script, and then you would install that as well in the head of your website. Another option is to do something like this, like this is a professional services, local business schema.

This is also going to have nesting in it as well. We have a type, professional services, the name, the image of the company, the URL, phone number, the price range. And this isn't numerical price range, in this case you're going to use dollar signs, so like four is very expensive, one is not very expensive. You have your address, you want to have your geo coordinates, this is really important for local businesses and local SEO. And then we've nested in the hours of operation, the days of the week that we're available. Now one of the things to notice when you're adding those in is making sure that you're using the 24 hour time frame, the military time.

But each of these right here would be nested underneath professional services as more information attached to it, and now again, that's all right here within one string of JSON-SD. And you could copy and paste this into the top of your website. You can use a WordPress plugin to pull this off. If you don't have access to code, you can also install this with Tag Manager, using the java script wrap that we've created and provided in some other videos. That would be your last option, the first would be directly onto the site. That's probably the best way to do it, it's easiest for the crawlers, but they still can read it whether you use that or you use our java script triggered JSON-LD tag for Tag Manager.

But that's it, you can add multiple of these onto your site. And then once they're on there, make sure you always test them right here, test your code. And then test your URL after to make sure that they are showing up correctly and you're not getting errors or warnings. It's important to make sure that your scripts and your code is clean. It's going to help the crawlers, it's also just going to make sure that everything is giving the information the right way.

If you guys have any other questions, please comment below, I'd love to continue this conversation with you online. Until next time, Happy Marketing.

 

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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