Schema for WordPress

4 min read
Jonny Pathan
An example web page

What is schema markup? (often referred to as Schema) is a specific vocabulary of tags or microdata that you add to your website to improve the way your page is represented in search engine result pages (SERPs).

Here’s an example of an events booking website that has schema markup on its event schedule page. The SERP entry looks like this:

Kew Gardens SERP
Kew Garden Events utilising Schema

The schema markup told the SERP to display a schedule of upcoming Kew Gardens events. As you can tell, for a user, that is really helpful.

Schema lets search engines know what your content means, not just what it says.

With Schema, not only does the content on your website get indexed and returned in search results, but the context of your content can be displayed too. Essentially, Schema markup tells the search engine what that content means.

Let’s say you’ve written a lemon tart recipe for your blog. The search engine sees this, and produces a SERP entry with ‘Lemon Tart’. However, if I put the right Schema markup around the article, I’ve just told the search engine that this article is a recipe, and here are the details. You would have seen these rich snippets around the web before, detailing cooking times, calories, ratings etc, they look something like this:

Lemon Tart SERP
SERP listing for Lemon Tart with Schema

You can use schema markup to get all kinds of rich snippets in Google, including:

  • Star ratings
  • Embedded photos or videos
  • Product information
  • Addresses and phone numbers
  • Recipe cooking times
  • article information
  • Event dates, times and locations

If you want to implement Schema on your WordPress site, there are two ways; Manually or via a Plugin. We’re going to look at an easy way to add schema markup to WordPress. And the best way to do that is with

Schema plugin Installation

We’ve tried various plugins for you, so you don’t have to! Schema seems to be the most lightweight and accurate to us, it’s also a totally free plugin framework, automatically implementing valid markups to WordPress in JSON-ld format, the most recommended by Google.

Here’s how to get the Schema plugin working in WordPress

1. Install the plugin – From your WordPress dashboard head on over to Plugins > Add New and Search for the plugin ‘Schema‘ – You’ll want to click install, and activate when prompted.

Schema Wordpress Plugin

2. Initial Settings– You’ll now have ‘Schema’ over in your left panel menu, head over to Schema > Settings. Fill out all the relevant fields for your website.

Schema General Settings
Schema General Settings

As you can see, we’ve added in the matching pages, and also provided a path to our company logo.

Schema Knowledge Graph
Schema Knowledge Graph

Over on the knowledge graph tab, you can fill out all the relevant fields too, remember though, if you are already using the Yoast plugin you’ll want to check the box at the bottom, letting Schema know that Yoast can handle this part.

Carry on through the tabs and fill out any field that you think is relevant. You can find in-depth documentation here if you need it! Schema Docs.

3. Setting up ‘Types’ – Over on the left panel, you’ll also notice a ‘types’ tab, click through to make sure your page and post types are associated correctly. You can see below we’ve made sure that our posts are set to Article, BlogPosting – This tells SERPs that our posts are blog articles, which in turn will also submit our images, author and time and date.

Schema Types
Schema Types

Testing your Schema works

We use the Structured data testing tool from Google, which can be found here: Testing Tool. Once you have that open, insert the URL you want to test:

Schema Test

You should then see something like the below, you can see the data on the right that Schema is providing.

Watb Schema Detection

You can then open up each section to view for further details.

Watb Schema Test

As you can see on the right, Schema is picking up lots of useful information to pass on to SERPs and we’re getting 0 errors. Result.

Other rich snippets

There are lots of other snippets you may want to get working, and to find out more about how to do that, head on over to for the full breakdown.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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