Schema markup audit for any website

Schema markup audit for any website

‘Structured data’ snippet data seen in search results . Its added to webpage’s HTML to provide more detailed information about what the content on that page is actually about.

Main Structured Data Vocabularies

    • – Standardized list agreed by major search engines to support/understand
    • – hCard, hReview
  • RFDa formats
  • JSON-LD implementation – 

Limitations of this audit

  • This audit only refer to the vocabulary hierarchy as it contains the most widely supported types
  • We will only have one of the vocabularies per page

Outcomes of this Audit

  • Identifying structured data opportunities for the site
  • Check existing implementation errors


Check current implementation

<itemscope  itemtype=”#url”>



         <itemprop=”pqr” itemscope itemtype=”#url”


  • Itemscope – Starts a new schema
  • Itemtype – Points to url of the new schema
  • Itemprop – Gives elements inside schema

<div itemscope itemtype=””>
  <h1 itemprop=”name”>Avatar</h1>
  <div itemprop=”director” itemscope itemtype=””>
  Director: <span itemprop=”name”>James Cameron</span> (born <span itemprop=”birthDate”>August 16, 1954</span>)
  <span itemprop=”genre”>Science fiction</span>
  <a href=”../movies/avatar-theatrical-trailer.html” itemprop=”trailer”>Trailer</a>


Check current implementation

Check whether Google is finding this markup, and whether there are any errors being flagged. Correcting errors is the first priority as Google may penalize sites (via either algorithmic quality factors or manual action) which are using markup incorrectly or in a way that looks spammy.


Check for search results for any schema types which you currently have on the site and, therefore, would expect to be seeing rich snippets for. These include:

  • product
  • event
  • review/rating
  • article
  • video
  • knowledge graph box (for branded searches)
  • Breadcrumbs


Setting Up Project

Create a project folder in your workspace. All project related files will be put inside google drive inside project folder. Then make sure all files are created inside this and use native google drive documents where possible. 

Google Doc Replaces word, Google Sheet replaces Excel etc 


Site URL Audit

  1. Open Up Xenu
  2. Enter Website URL
  3. Export Results to Google Sheet = Xenu URL Scan –   
    1. Sort the sheet according to the URL. There will be duplicates, mark them in a separate column with a Y. 
    2. Filter out duplicates and only display the rows with Duplicate status ‘N’.
    3. Filter on status code and choose 200, status 12002, 12017 etc, type pages. Ignore status 200, 301, 302 etc.
    4. Add 2 columns – Content classification and Markup
  4. Also Create a Project Main Document = Project Document –


Audit site content

This is similar to General Content & Auditing done in SOP – 3.1 Content audit. Check SOP For more Details. Once the content is classified we need to map each content type to the relevant markup from next table. 

Content Type What Kind Of Pages comes under this type of content What markup to Apply
LandingPages Lead capture page or any page you send out in a campaign, for eg a page requesting for donations
Trust Building Pages  These are pages like About Us Page, Contacts Us Page, Testimonial Page, Terms & Conditions Page, Privacy Policy Page, User reviews/testimonials, Store locations/contact info, Business /company information
Archive Pages Category pages, Tags Pages, Author Pages
Editorial content Blogs, Articles, News, tutorials/how-to content
Internal Guest Posts
Stub Content  e.g., “No content is here yet, but if you sign in and leave some user-generated-content, then we’ll have content here for the next guy.” By the way, want our newsletter? Click an AD!
Curated Content Comprised almost entirely of bits and pieces of content that exists elsewhere
Sales Pages Cart, Checkout, Product Page
Media & Related Pages Image, PDF, Videos, Audio Files and related pages
Downloads Page  a software application or a giveaway like PDF download


Map Correct Markup to Relevant Content 

Markup Types How to decide if this markup is to be used?
Action Can the user complete an action on this page? If so, look in the ‘Action’ list. AchieveAction AssessAction ConsumeAction  ControlAction CreateAction  FindAction InteractAction MoveAction  OrganizeAction PlayAction  SearchAction  TradeAction TransferAction UpdateAction
Creative Work Article  Blog  Book  Clip Comment  Conversation Course CreativeWorkSeason CreativeWorkSeries DataCatalog

DigitalDocument Episode Game Map

Product A product – This one is fairly self-explanatory but worth noting that ‘Vehicle’ is a specific subtype of ‘Product’, so car dealers etc should use the specific ‘Vehicle’ markup for their product listings. Product, Offer, AggregateOffer
Embedded non-text objects AudioObject, ImageObject, VideoObject
Organization An organization – Use the ‘Organization’ list includes a wide variety of types of businesses. Organization markup can be implemented on the homepage, and can help with getting a ‘brand knowledge box’ in the search results.
Person A person – use Person type.
Place Place, LocalBusiness, Restaurant 
Review Review, AggregateRating


Using Structured Data testing Tool How to guide? 

Using Google Search Console for Structured Data

How to guide 

Implement – Quick way to generate common markup types use Structured Data Highlighter Helper tool

Check – Test if setup correctly with Structured Data Testing Tool and monitor for 2-3 months. 


Using JSON-LD Schema Generator For SEO


Helpful Resources

Structured Data Documents 


Main Schema Plugins

WordPress – Schema Creator, Yoast, WordLift Magento – Extension


Joomla – J4Schema,


Main Tools for Structured Data