[[{"@type":["BlogPosting"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/state-schema-markup\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/state-schema-markup\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","inLanguage":[{"@type":"Language","@id":"https:\/\/www.schemaapp.com\/schema-markup\/state-schema-markup\/#BlogPosting_inLanguage_Language","name":"English"}],"mentions":[{"@id":"https:\/\/www.schemaapp.com\/entity#Thing19"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing6"},{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"dateModified":"2024-07-11T16:26:02+00:00","headline":"The State of Schema Markup","datePublished":"2017-04-01T02:13:54+00:00","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/state-schema-markup\/#BlogPosting_image_ImageObject","url":"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2019\/11\/The-State-of-Schema-Markup.png"}],"mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/state-schema-markup\/","name":"The State of Schema Markup","articleBody":"Have you ever wondered who in the world is doing schema markup and what challenges they face daily? We were curious, so this past February and March, we asked the schema markup doers worldwide to tell us who they are, what challenges they face doing schema markup and the tools they use today to solve them. Below is the summary of what we discovered and quotes from our survey respondents.\nWas there anything shocking in the results? I am most shocked by how many people choose to do the markup manually and the burden it must be to keep it up-to-date, deployed, and error-free (but I\u2019m biased as the co-founder of Schema App). However, I was not surprised by the varied actors, ranging from SEO Specialists to business owners and CTOs.\nI talk to our Schema App users weekly, seeing the range of skills and understanding why business owners find themselves doing new and innovative things to move their business forward. What was most refreshing in the survey results was the passion, energy and enthusiasm for doing schema markup.  Everyone has their own way of doing it, but they share the same challenges and yearn for the same outcomes.\nHere are the details\u2026\nWho is doing Schema Markup?\nIn our survey, 40% of our respondents are doing schema markup for small companies with <5 employees. The second largest group is large enterprises, comprising 13.3% of respondents. What does this tell us? Everyone is doing schema markup! From SMB to Enterprise.\n<img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-5199 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize.png?strip=all&lossy=1&resize=697%2C305&ssl=1\" alt=\"Company Size Pie Chart\" width=\"697\" height=\"305\" data-id=\"5199\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize.png?strip=all&lossy=1&ssl=1 697w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize-600x263.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize-300x131.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize-100x44.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize-200x88.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize-30x13.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/companysize.png?strip=all&lossy=1&w=456&ssl=1 456w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/>\nOn top of it, it looks like Digital Marketing Agencies and SMBs make up most of the people doing Schema Markup. So it is a mix of companies and agencies using this as part of their online strategy.\n<img decoding=\"async\" class=\"aligncenter wp-image-5201 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType.png?strip=all&lossy=1&resize=742%2C310&ssl=1\" alt=\"Organization Type Pie Chart\" width=\"742\" height=\"310\" data-id=\"5201\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType.png?strip=all&lossy=1&ssl=1 742w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType-600x251.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType-300x125.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType-100x42.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType-200x84.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType-30x13.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType.png?strip=all&lossy=1&w=456&ssl=1 456w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/OrgType.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 742px) 100vw, 742px\" \/>\nWhile we aren\u2019t surprised to see the Head of Search, SEO Specialist, and Digital Marketer as some of the top schema marketers, did you think the Business Owner, CEO and CTO would also be on the list? When I asked a CEO why he was doing it, he said he was the one at the company looking at how they can differentiate using new tactics and strategies. Schema Markup was one he was looking at.\n<img decoding=\"async\" class=\"aligncenter wp-image-5202 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema.png?strip=all&lossy=1&resize=693%2C310&ssl=1\" alt=\"Role Pie Chart\" width=\"693\" height=\"310\" data-id=\"5202\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema.png?strip=all&lossy=1&ssl=1 693w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema-600x268.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema-300x134.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema-100x45.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema-200x89.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema-30x13.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/RoleSchema.png?strip=all&lossy=1&w=456&ssl=1 456w\" sizes=\"(max-width: 693px) 100vw, 693px\" \/>\nFrequency of Schema Markup\nHave you ever wondered how often others are updating their schema markup? We asked and they are primarily updating it monthly, some tending to do it weekly. This will be interesting data to map to the size of the business or role.\n<img decoding=\"async\" class=\"aligncenter wp-image-5200 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema.png?strip=all&lossy=1&resize=629%2C307&ssl=1\" alt=\"Schema Markup Frequency Pie Chart\" width=\"629\" height=\"307\" data-id=\"5200\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema.png?strip=all&lossy=1&ssl=1 629w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema-600x293.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema-300x146.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema-100x49.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema-200x98.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema-30x15.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/HowOftenSchema.png?strip=all&lossy=1&w=456&ssl=1 456w\" sizes=\"(max-width: 629px) 100vw, 629px\" \/>\nChallenges doing Schema Markup\nFinally, we asked what they key challenges are doing schema markup. The top challenge were:\n\nShowing the value of doing schema markup \u2013 reporting the impact and results\nMaintaining \u201chealth\u201d of Schema markup when Google makes changes\nDeveloping a strategy on what I should markup with schema\n\nWe are excited to help solve these challenges with Schema App.\nOptions included:\n\nImplementing JSON-LD on different web platforms, not always easy to find a way to add to page\nUnderstanding Schema markup vocabulary\nMaintaining \u201chealth\u201d of Schema markup when Google makes changes\nShowing the value of Schema markup \u2013 reporting impact\/results\nDeveloping a strategy on what I should markup with Schema\nDiscovering existing markup on the site or markup competitors are doing\nFiguring out how to do Schema Markup at scale\nOther\n\n<img decoding=\"async\" class=\"aligncenter wp-image-5203 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges.png?strip=all&lossy=1&resize=798%2C318&ssl=1\" alt=\"Biggest Challenges with Schema Bar Chart\" width=\"798\" height=\"318\" data-id=\"5203\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges.png?strip=all&lossy=1&ssl=1 798w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-600x239.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-300x120.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-768x306.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-100x40.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-200x80.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges-30x12.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges.png?strip=all&lossy=1&w=456&ssl=1 456w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Split-of-Challenges.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/>\nIn their words\u2026\n\u201cWhen I first learned about the existence of schema, I was so confused on how to implement it. I am not a developer. After trying many online generator tools and finding them unsatisfactory, I turned to my programmer hoping he could take over this task for me. He explained it was a different code altogether than what he writes. I felt overwhelmed when he confided he had no idea at all how to do it, even after spending a little time looking at it.\u201d  Owner Digital Agency\n \n\u201cI began learning schema markup a few years ago by reading online articles about it. The examples given on schema.org were not clear and sometimes it seemed they did not follow even their own rules.\u201d Performing Artist\n \n\u201cWorse is that some of the schema is supported (but the rich snippets team) but not in the Structured Data Testing Tool.  In addition, there\u2019s usually very little way to communicate the value of schema, though it remains a \u2018hot\u2019 topic so it\u2019s still easily sold to clients.\u201d CEO of Digital Marketing Agency\n \n\u201cSchema markup is one of those things that when I first approached it felt a bit like witchcraft. However, after reading up a bit more on it I getting much more familiar with the structure and syntax. It\u2019s still very much a trial and error process for me as I find that some of the guides out there, when put through Googles tool, don\u2019t actual parse correctly. Very frustrating\u2026 but I\u2019m getting there.\u201d\nTools for Schema Markup\n40% of respondents do their Schema Markup today manually, while the others use a range of plugins, add-ons, generators and Schema App.\n<img decoding=\"async\" class=\"aligncenter wp-image-5204 size-full\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema.png?strip=all&lossy=1&resize=797%2C310&ssl=1\" alt=\"Tools Used Pie Chart\" width=\"797\" height=\"310\" data-id=\"5204\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema.png?strip=all&lossy=1&ssl=1 797w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-600x233.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-300x117.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-768x299.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-100x39.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-200x78.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema-30x12.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema.png?strip=all&lossy=1&w=456&ssl=1 456w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/03\/Tools_for_Schema.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 797px) 100vw, 797px\" \/>\nSchema App\nSchema App empowers digital marketers with the tools they need to do ongoing maintenance of structured data and to create high value custom reporting. It is a suite of tools that allows users to create and manage Schema markup without requiring them to be experts in the Schema.org language or writing code. Through this app, you can save time, stay on top of Google\u2019s requirements, and gain new business intelligence.\nPros (+): Simplistic, Quick creation of schema, easy to understand and implement\nCons (-): Opportunities for UX improvement, too many properties to choose from\nWhat people are saying:\n\u201cThe Schema App is extremely beneficial to us, because it allows us to create schema for our clients quickly.\u201d \u2013 Chad, SEO Specialist, Digital Marketing Agency\n\u201cThe SUPPORT from Schema app is what makes the big difference in my efforts, not just the tools\u201d \u2013 CTO, Digital Marketing Agency\n\u201cRapid Deployment\u201d \u2013 Business Owner, Small\/Medium Business\n\u201cI like that when I create markup in Schema App, I can re-use it easily to connect it to other entities.  It saves me time and reduces my errors \u201d SEO Specialist, Digital Marketing Agency\nWordPress Plugins\nWordPress plugins are extensions to the WordPress site that expand its functionality. Popular schema markup plugins: Schema App, Yoast, All in One, WP Social.\nPros (+): Easy to use and simple, automatically solves problems, flexibility for coders and non-coders\nCons (-): Generic schema markup\nWhat people are saying:\n\u201cThings are simple, and plenty of resources for help\u201d \u2013 Chris, Digital Marketer, Digital Marketing Agency\n\u201cGeneric and that is my biggest issue too!\u201d \u2013 Mike, SEO Specialist, Small\/Medium Business\n\u201cSeamless integration, fast loading, works perfect with WordPress Genesis.\u201d \u2013 Business Owner, Startup\n\u201cI like Yoast, Schema App, and All in One SEO plugins\u201d\nGoogle Tag Manager\nGoogle Tag Manager(GTM) is a tag management system that allows you to update code snippets and tags from your website or mobile app. You can deploy schema markup directly in GTM or integrate GTM with Schema App.\nPros (+): Extremely powerful, do not have to use development resources\nCons (-): Do not know what is valuable to use, keeping up with changes\nWhat people are saying:\n\u201cGoogle Tag Manager has saved the day for off-platform SEO services\u201d \u2013 Ellen, SEO Specialist, Digital Marketing Agency\n\u201cGTM is extremely powerful. Not having to use development resources for schema is a huge benefit at times\u201d \u2013 Wade, Digital Marketer, Digital Marketing Agency\nSchema Markup Validator, Rich Results Testing Tool and Google Documentation\nYou can use the Rich Results Testing Tool to test for rich result eligibility and the Schema Markup Validator to test for an errors in your markup. Google documentation also provides details on their structured data requirements for achieving various rich results.\nPros (+): Detailed guidelines, easy validation, easy to test in advance, quick\nCons (-): no links to relevant schema documentation, not enough clear use cases\nWhat people are saying:\n\u201cEasy validation\u201d \u2013 AJ, CEO, Digital Marketing Agency\n\u201cComplete inventory of what info we can markup, full J-SON examples; more detailed guidelines\u201d \u2013 Amandine, SEO Specialist, Small\/Medium Business\n\u201cGoogle tools have good transparency and validation\u201d \u2013 Head of Search, Enterpise\nWeb JSON-LD Generators\nWeb JSON-LD Generators like the Schema App Editor and Highlighter provide an easy way to add schema markup to a page. The user fills out their desired structured data, and JSON-LD is generated from that.\nPros (+): easy to use, free, starting point for validation\nCons (-): not complete in functionality, no strategy for implementing JSON-LD\nWhat people are saying:\n\u201cI\u2019m Comfortable with them.  They often work as a starting point for validation.\u201d \u2013 Joel, Digital Marketer, Digital Marketing Agency\n\u201cChallenge was that often a local business does not fit the schema template and requires a bit of thinking and creativity to come up with useful JSON-LD code that validates.\u201d \u2013 Digital Marketing Agency\nSchema Challenges by User Type\nHead of Search\nRole Definition: A Head of Search is someone who defines the plan and strategy of search engine optimization. They ensure that the SEO\u2019s performance objectives are strategically aligned.  On a daily basis, they respond to client questions and ensure their needs are met by the Search team [1]. There are 7 people in our survey who have this role.\nFamous Head of Search: Amit Singhal \u2013 Google Search\nOverview of Findings for Head of Search Role\nHead of Search has the biggest challenge with showing the value of schema markup and figuring out how to do Schema Markup at scale. This may be related to the fact that 57% of them create their markup manually and have no guideline on where to start schema.\n<img decoding=\"async\" class=\"alignnone size-full wp-image-13900\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools.png?strip=all&lossy=1&resize=999%2C445&ssl=1\" alt=\"\" width=\"999\" height=\"445\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools.png?strip=all&lossy=1&ssl=1 999w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-300x134.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-600x267.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-768x342.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-80x36.png?strip=all&lossy=1&ssl=1 80w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-521x232.png?strip=all&lossy=1&ssl=1 521w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-200x89.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-135x60.png?strip=all&lossy=1&ssl=1 135w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-224x100.png?strip=all&lossy=1&ssl=1 224w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-140x62.png?strip=all&lossy=1&ssl=1 140w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-400x178.png?strip=all&lossy=1&ssl=1 400w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-220x98.png?strip=all&lossy=1&ssl=1 220w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-100x45.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-450x200.png?strip=all&lossy=1&ssl=1 450w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-150x67.png?strip=all&lossy=1&ssl=1 150w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-30x13.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools-50x22.png?strip=all&lossy=1&ssl=1 50w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools.png?strip=all&lossy=1&w=684&ssl=1 684w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Head-of-Search-Tools.png?strip=all&lossy=1&w=912&ssl=1 912w\" sizes=\"(max-width: 999px) 100vw, 999px\" \/>\nWhat they wish was solved by a tool\/automation:\n\u201cA page wizard. Eg. -Enter url>what is page about> Suggest schema starting point\u201d \u2013 Joey, Small\/Medium Business\n\u201cBulk schema that pulls page-level information\u201d \u2013 Enterprise\nSEO Specialist\nRole Definition: An SEO Specialist is someone who optimizes webpages for search engines through maximizing site traffic and increasing page rank. They review, analyze, and implement changes on the site [2]. On LinkedIn, 3,025 people have this skill and majority of them work as a freelance. Their main skills include social media and marketing. There are 35 people in our survey who have this role.\nFamous SEO Specialists: \n\nMatt Cutts \u2013 Head of Webspam team at Google \nRand Fishkin \u2013 Founder of Moz \nDanny Sullivan \u2013 Founding Editor of Search Engine Land \n\nOverview of Findings for SEO Specialist Role\nSEO Specialists have 3 main challenges when they create schema markup. They have problems showing the value of schema markup \u2013 reporting impact\/results, maintaining \u201chealth\u201d of schema markup when google makes changes, and developing a strategy on what they should markup with schema.\nChallenges:\n<img decoding=\"async\" class=\"alignnone size-full wp-image-13899\" src=\"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-scaled.webp\" alt=\"\" width=\"699\" height=\"240\" srcset=\"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-scaled.webp 699w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-300x103.webp 300w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-1024x352.webp 1024w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-600x206.webp 600w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-768x264.webp 768w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-80x27.webp 80w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-676x232.webp 676w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-200x69.webp 200w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-175x60.webp 175w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-291x100.webp 291w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-140x48.webp 140w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-400x137.webp 400w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-220x76.webp 220w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-100x34.webp 100w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-450x154.webp 450w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-1300x446.webp 1300w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-150x51.webp 150w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-30x10.webp 30w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/SEO-Specialist-Challenges-50x17.webp 50w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/>\nWhat they wish was solved by a tool\/automation:\n\u201cIt would be great to have a tool that was flexible enough to across clients in different niches and had all the fields we required and not just the basic name, number address\u201d \u2013 Pete, Digital Marketing Agency\n\u201cMore easier to understand warnings for the markup (more understandable explanation of what has been flagged and what needs to be done to resolve it\u201d \u2013 Ryan, Small\/Medium Business\n\u201cA question and answer system: What are you trying to mark up? And then you\u2019d receive an answer with how to mark it up as well as live use cases\u201d \u2013 Ellen, Digital Marketing Agency\nDigital Marketer\nRole Definition: A Digital Marketer is responsible for promoting products or brands through electronic media. They develop marketing strategies, manage social media campaigns, and work with search engine optimization [3]. On LinkedIn, the top companies for Digital Marketing are Google, Accenture, and IBM. There are 1,722 digital marketing members in Google and 1,520 in Accenture. There are 9 people in our survey who have this role.\n<img decoding=\"async\" class=\"alignnone size-full wp-image-13902\" src=\"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-scaled.webp\" alt=\"\" width=\"699\" height=\"244\" srcset=\"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-scaled.webp 699w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-300x105.webp 300w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-1024x357.webp 1024w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-600x209.webp 600w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-768x268.webp 768w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-80x28.webp 80w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-665x232.webp 665w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-200x70.webp 200w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-172x60.webp 172w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-286x100.webp 286w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-140x49.webp 140w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-400x140.webp 400w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-220x77.webp 220w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-100x35.webp 100w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-450x157.webp 450w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-150x52.webp 150w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-30x10.webp 30w, https:\/\/www.schemaapp.com\/wp-content\/uploads\/2017\/04\/Digital-Marketer-Challenges-50x17.webp 50w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/>\nFamous Digital Marketers:  \n\nJohn Rampton \u2013 Founder of Due\nBrian Dean \u2013 Founder of Backlinko\n\nOverview of Findings for Digital Marketer Role\nFrom our survey, 20.00% of Digital Marketers have the biggest challenge of showing the value of Schema markup \u2013 reporting the impacts\/results. This may be related to their experience with schema as they have only worked with the basics: local business markup, reviews, and contact data.\nWhat they wish was solved by a tool\/automation:\n\u201cAutomatic JSON-LD markup that can be modified and de-prioritizes existing microdata tags that clash\u201d \u2013 Daniel, Digital Marketing Agency\n\u201cA validator that keeps up with Google\u2019s testing tool\u201d \u2013 Wade, Digital Marketing Agency\n\u201cKnowing what\u2019s needed for my type of customers\u201d \u2013 Digital Marketing Agency\nBusiness Owner\nRole Definition: A Business Owner is someone who owns a business entity. They make the decisions in the business and are the first to receive profit [4]. On LinkedIn, the top companies for Business Owners are ACN and Forever Living Products (UK) with 3,155 and 1,898 members respectively. The top industries they work in are Construction and IT Services. There are 10 people in our survey who have this role.\nFamous Business Owners: \n\nJohn Stonecipher \u2013 President of Guidance Aviation Inc\nJudith Huck \u2013 President of Classique Floors Inc\nDr. Mehdi Yazdanpanah \u2013 CEO & Founder of NaugaNeedles\n\nOverview of Findings for Business Owners\nBusiness Owners have the biggest challenges of maintaining the \u201chealth\u201d of schema markup when Google makes changes, figuring out how to do Schema Markup at scale, and developing a strategy on what they should markup with Schema. To solve these issues, 40% use WordPress Plugins because it makes adding schema markup easy. However, they would like to make this process even easier by having an automated markup based on page URLs.\n<img decoding=\"async\" class=\"alignnone size-full wp-image-13903\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools.png?strip=all&lossy=1&resize=725%2C317&ssl=1\" alt=\"\" width=\"725\" height=\"317\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools.png?strip=all&lossy=1&ssl=1 725w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-300x131.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-600x262.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-80x35.png?strip=all&lossy=1&ssl=1 80w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-531x232.png?strip=all&lossy=1&ssl=1 531w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-200x87.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-137x60.png?strip=all&lossy=1&ssl=1 137w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-229x100.png?strip=all&lossy=1&ssl=1 229w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-140x61.png?strip=all&lossy=1&ssl=1 140w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-400x175.png?strip=all&lossy=1&ssl=1 400w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-220x96.png?strip=all&lossy=1&ssl=1 220w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-100x44.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-450x197.png?strip=all&lossy=1&ssl=1 450w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-150x66.png?strip=all&lossy=1&ssl=1 150w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-30x13.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/Business-Owner-Tools-50x22.png?strip=all&lossy=1&ssl=1 50w\" sizes=\"(max-width: 725px) 100vw, 725px\" \/>\nWhat they wish was solved by a tool\/automation:\n\u201cI would like to submit a webpage and have a machine do all the markup appropriate to what I tell it are my priorities\u201d \u2013 Chris, Performing Artist\n\u201cWhat data is actually being used by consumers\u201d \u2013 Small\/Medium Business\n\u201cA tool to highlight all schema markups\u201d \u2013 Startup\nCEO\nRole Definition: The CEO stands for the chief executive officer, and they are the highest-ranking official in a company. They make major corporate decisions, manage the company\u2019s resources and operations, and act as the main communicator between corporate operations and the board of directors [5]. The top industries for this role are IT Services and Marketing and Advertising. There are 5 people in our survey who have this role.\n<img decoding=\"async\" class=\"alignnone size-full wp-image-13904\" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage.png?strip=all&lossy=1&resize=817%2C316&ssl=1\" alt=\"\" width=\"817\" height=\"316\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage.png?strip=all&lossy=1&ssl=1 817w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-300x116.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-600x232.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-768x297.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-80x31.png?strip=all&lossy=1&ssl=1 80w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-200x77.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-155x60.png?strip=all&lossy=1&ssl=1 155w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-259x100.png?strip=all&lossy=1&ssl=1 259w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-140x54.png?strip=all&lossy=1&ssl=1 140w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-400x155.png?strip=all&lossy=1&ssl=1 400w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-220x85.png?strip=all&lossy=1&ssl=1 220w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-100x39.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-450x174.png?strip=all&lossy=1&ssl=1 450w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-150x58.png?strip=all&lossy=1&ssl=1 150w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-30x12.png?strip=all&lossy=1&ssl=1 30w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage-50x19.png?strip=all&lossy=1&ssl=1 50w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2017\/04\/CEO-Schema-Markup-Usage.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 817px) 100vw, 817px\" \/>\nFamous CEOs:\n\nMark Zuckerberg \u2013 CEO of Facebook\nBill McDermott \u2013 CEO of SAP\nDominic Barton \u2013 CEO of McKinsey & Company\n\nOverview of Findings for CEOs\nCEOs usually work on scheme markup monthly. They use a variety of tools equally but find that there are limited examples for the wide range of schema. This makes it difficult for them to decide what to mark up.\nWhat they wish was solved by a tool\/automation:\n\u201cWell documented with versions of the schema full site examples i.e. not just a single page\u201d \u2013 Oliver, Enterprise\n\u201cMore suggestions on what to mark up and how to maximize SEO\u201d \u2013 Chris, Digital Marketing Agency\nWeb Developer\/Manager\nRole Definition: A Web Developer is a programmer who specializes in developing applications for network applications. They often use HTML\/CSS, C#, Ruby, and PHP to create their applications and websites [6]. On LinkedIn, the top companies for Web Developers include IBM, Upwork, and Microsoft, with 2,707 , 2,469 , and 2,455 members, respectively. The top industries for Web Developers are IT Services and Computer Software. 4 people in our survey have this role.\nFamous Web Developers:\n\nDan Wahlin \u2013 Founder of The Wahlin Group\nElija Manor \u2013 Trainer, Speaker, and Pluralsight author\nGlenn Block \u2013 Past PM at Microsoft, currently working for Splunk\n\nOverview of Findings for Web Developer\/Manager\nFrom our survey, 75% of Web Developers\/Managers create their schema markup manually. They work for a wide variety of companies, such as non-profits, that are usually less than 5 employees.\nChallenges with schema markup:\n\u201cIt is hard to get schema examples to fit for all the different business sites that need it\u201d \u2013 Web Design Firm\nWhat they wish was solved by a tool\/automation:\n\u201cIf a venue\u2019s address is given on one page, other pages could (and should!) refer to it by ID only [Referring to Google Structured Data Testing Tool] \u201d \u2013 Amateur Theater\nSummary\nThe results from the survey clearly state that Schema Markup is not reserved for the SEO elite, but is a language that SEO enthusiasts and experts alike are actively adopting to translate their content to be understood and perform in search engines.  They desire more examples and answers on best practices to figure out how to represent their brands best. While there are tools available to automate the markup process, many choose to do schema markup manually.\nThroughout the different user types, there is a strong desire for automation based on the page type. Specifically, Heads of Search and Business Owners wish for a tool that suggests schema based on input URL, SEO Specialists desire an automated schema markup tool that generates the frame of schema code with all possibilities, and Digital Marketers want automatic JSON-LD markup that is page specific. There is a clear interest in automation tools, but these users still choose to create schema markup manually because the current tools do not yet reach their goals in automation.\nThe tools they currently use are Schema App, WordPress Plugins, Google Tag Manager, Schema Markup Validator, Rich Results Testing Tool, and Web JSON-LD Generators. A common benefit among these tools is that they are easy to use\/simplistic. This characteristic is what attracts the people who are currently using these tools to continue utilizing them.\nI look forward to seeing how the schema markup Ninja\u2019s in the world evolve their tactics and strategies as we see more technologies use schema markup to provide answers and context and the role automation will play as the use cases scale. I plan on conducting another survey in 6 months to see what changes in the landscape.\nReferences\nhttps:\/\/www.freshgigs.ca\/blog\/seo-specialist-job-description\/\nhttps:\/\/martech.zone\/what-does-a-digital-marketer-do\/\nhttp:\/\/www.investopedia.com\/terms\/c\/ceo.asp\nhttps:\/\/www.techopedia.com\/definition\/17353\/web-developer\n\nWhat challenges do you face with structured data implementation? We take the complexity out of structured data to help you mark up your website in minutes, and start seeing results instantly. Book a call with our technical experts today to get started!\nStart reaching your online business goals with structured data.Let\u2019s Talk\n ","description":"Who in the world is doing Schema Markup, and what are their key challenges? 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