What It Is & How to Implement It

What It Is & How to Implement It


What Is Group Schema?

Group schema is a kind of structured information. It offers engines like google details about your group or enterprise.

Structured information is data in a standardized format that’s straightforward for each people and software program to learn.

Schema markup is a vocabulary for creating structured information. It defines sure values throughout the HTML code of your website to supply particular data to look engine crawlers.

In group schema, these values relate to a enterprise or group. You may need heard it known as firm schema.

Professional tip: Examine your schema implementation with the Site Audit Tool

Why Is Group Schema Necessary for search engine marketing?

Group schema helps engines like google perceive your organization. 

Whereas structured information isn’t a rating issue itself, utilizing it might probably make it simpler for engines like google to point out your webpage for related queries. 

Group schema additionally helps enhance your organization credibility–each for engines like google and searchers.

It may well additionally assist Google show your enterprise data as a rich result or knowledge panel—with pictures, hyperlinks, and extra data. Like this:

an example of Google knowledge panel for "Petco"

This makes your search look extra enticing and informative for customers. They’ll simply see what you do and have interaction with you.

It may well additionally assist your enterprise take up more room within the search engine results pages (SERPs). This may give you an edge over your rivals. 

How one can Implement Group Schema

To implement group schema, it is advisable write the group schema markup and add it to your web site.

There are numerous items of knowledge you possibly can add to the schema. At least, it’s best to add the next fields:

  • Sort of group
  • Group title
  • Official web site
  • Tackle
  • Official brand
  • Description
  • Social accounts
  • Distinctive figuring out URL

There are a number of methods you are able to do this:


JSON-LD is a light-weight Linked Information format for writing structured information.

Google recommends that you simply use JSON-LD so as to add schema markup. So use this when you can.

You may both use a plugin so as to add the JSON-LD markup to your web site or do it manually.

Plugins that allow you to add schema markup by way of JSON-LD embody SchemaPro, Rank Math, and Yoast.

Or, to manually add JSON-LD markup to your web site:

Copy the code beneath and paste into an HTML editor resembling Notepad or Notepad++.

<script sort="utility/ld+json">

"@context": "https://schema.org",
"@sort": "Group",
"@id": "",
"title": "",
"url": "",
"deal with": 
"@sort": "PostalAddress",
"addressLocality": "",
"addressCountry": "",
"postalCode": "",
"streetAddress": ""

 "brand": "",
 "description": "",
 "sameAs": [


Then, add the small print about your group into every related area.

For “sort,” you possibly can add a particular sort of group. “Group” is the broadest class. Listed here are some subcategories:

  • Airline
  • Consortium
  • Company
  • EducationalOrganization
  • FundingScheme
  • GovernmentOrganization
  • LibrarySystem
  • LocalBusiness
  • MedicalOrganization
  • NGO
  • NewsMediaOrganization
  • OnlineBusiness
  • PerformingGroup
  • PoliticalParty
  • Undertaking
  • ResearchOrganization
  • SearchRescueOrganization
  • SportsOrganization
  • WorkersUnion

There are additionally additional subcategories inside a few of these. View the full list at Schema.org.

Select the kind that fits you finest and duplicate and paste the plain textual content (as is, with out areas) into the “@sort” class.

“@sameAs” is the place you add your social media hyperlinks, Wikipedia web page, firm profiles on overview websites, {and professional} affiliation websites, and so on.

Add as many as attainable for optimum credibility and context.

Add every hyperlink in a separate set of citation marks and on a separate line, as within the instance.

Within the “@id” class, it is advisable add a singular URL that can be used to establish your organization.

You might be tempted to make use of your homepage as a singular identifier on your firm. Nevertheless, the homepage may also be the distinctive identifier for the “Web site” schema.

Subsequently, it’s clearer to make use of a singular anchor only for this objective. It doesn’t need to be an actual web page. For instance: https://www.instance.com/#group

Right here’s an instance of JSON-LD group schema with the corporate particulars crammed in:

an example of JSON-LD organization schema

You may as well add any extra fields which are related on your group. To see the totally different properties you possibly can add, click on by way of to the precise schema sort from the listing at Schema.org.

You may take a look at your JSON-LD markup utilizing the Schema.org schema markup validator. It can flag any errors so that you can repair.

When you’re comfortable together with your JSON-LD markup, add the code snippet to your web site.

We advocate you add your organization schema to the homepage. You solely want so as to add it to at least one web page.

When you can, embody it within the <head> tag. But when that’s not attainable, you possibly can add wherever on the web page—for instance, within the physique content material or the footer.


One other format for including structured information is microdata. Microdata makes use of HTML markup to outline structured information attributes. 

You should utilize microdata so as to add group schema. Nevertheless, implementation requires some information of HTML markup.

So as to add group schema to your website utilizing microdata, it is advisable add markup to your current content material.

Right here’s how:

  1. Log in to your web site backend the place you possibly can edit the code
  2. Find the place key details about your organization is listed. For instance, your footer, homepage, or contact web page
  3. Straight earlier than the important thing data, add the opening tag <div itemscope itemtype="https://schema.org/Group">
  4. Then, it is advisable add the attributes for the totally different properties. For instance, it is advisable mark up the corporate title utilizing a tag that tells engines like google it’s the corporate title. So that you add the “title” attribute.
  5. So as to add an attribute, it is advisable add a small snippet of code to the tag surrounding the piece of knowledge. E.g., if the title of the enterprise is in an H1 tag, like this: <h1>Firm title</h1>, it is advisable add the code to the opening tag, immediately after the H1.
an example of where to add the code in <h1>Company name</h1> tag
  1. Add your attributes by typing itemprop="" with the title of the property throughout the double citation marks to the related opening tags. E.g. itemprop="title", itemprop="deal with". Like this:

<h2 itemprop="title">Firm title</h1>
<p itemprop="description">Description of the firm.</p>

  1. When marking up the deal with, you’ll want so as to add an extra <div> tag, because the deal with is a schema class in its personal proper. Your deal with markup ought to appear like this:

<div itemprop="deal with" itemscope itemtype="">
<span itemprop="streetAddress">800 Boylston Avenue</span>
<span itemprop="addressLocality">Boston</span>,
<span itemprop="addressRegion">Massachusetts</span>
<span itemprop="postalCode">02199</span>
<span itemprop="addressCountry">USA</span>

  1. When you’ve added all of the attributes you need, add a closing </div> tag.
  2. All put collectively, your group schema with structured information ought to look one thing like this:

<div itemscope itemtype="http://schema.org/Group">
<h1 itemprop="title">Semrush</h1>
<p itemprop="description">Semrush Holdings, Inc. is an American public firm that gives a SaaS platform recognized as Semrush. The platform is usually used for key phrase analysis and on-line rating information, together with metrics such as search quantity, Key phrase analysis and price per click on</p>
<div itemprop="deal with" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">800 Boylston Avenue</span>
<span itemprop="addressLocality">Boston</span>,
<span itemprop="addressRegion">Massachusetts</span>
<span itemprop="postalCode">02199</span>
<span itemprop="addressCountry">USA</span>
<span itemprop="phone">+1 (800) 815 - 9959</span>
 <span itemprop="url">https://www.semrush.com/<span/>
 <span itemprop="sameAs">https://twitter.com/semrush</span>
 <span itemprop="sameAs">https://www.fb.com/Semrush</span>
 <span itemprop="sameAs">https://www.linkedin.com/firm/semrush</span>
 <span itemprop="sameAs">https://instagram.com/semrush/</span>
 <span itemprop="sameAs">https://www.youtube.com/person/SemrushHQ</span>
 <span itemprop="sameAs">https://www.pinterest.com/semrush/</span>


The third and ultimate means so as to add group schema is thru RDFa. It stands for Useful resource Description Framework in Attributes. And, like microdata, makes use of HTML to create structured information.

RDFa is an older sort of markup and extra advanced than microdata. You might need to use it when you’re already utilizing a platform that makes use of RDFa, resembling Drupal.

To implement schema utilizing RDFa:

  1. Discover the place your organization data is positioned on the backend of your web site. It’s often the homepage, the contact web page, or the footer.
  2. Proper earlier than this data, add the opening tag: <div vocab="http://schema.org/" typeof="Group">
  3. Then, add the attributes for the totally different properties. Like with microdata, add these to the opening tag earlier than every key piece of firm data.
  4. So as to add an attribute, add property="" with the title of the property throughout the double citation marks. E.g. property="title", property="deal with". Add every property throughout the opening tag for every bit of knowledge. Like this:

<span property="title">Firm title</span>
 <span property="description">Description of the firm.</span>

  1. As with microdata, you’ll want so as to add an extra tag for the deal with. In RDFa, it’s like this: 

<div property="deal with" typeof="PostalAddress">
<span property="streetAddress"></span>
<span property="addressLocality"></span>,
<span property="addressRegion"></span>
<span property="postalCode"></span>
<span property="addressCountry"></span></div>

  1. Put collectively, your group schema in RDFa ought to appear like this:

<div vocab="http://schema.org/" typeof="Group">
<h1 property="title">Semrush</h1>
<p property="description">Semrush Holdings, Inc. is an American public firm that gives a SaaS platform recognized as Semrush. The platform is usually used for key phrase analysis and on-line rating information, together with metrics such as search quantity, Key phrase analysis and price per click on</p>
<div property="deal with" typeof="http://schema.org/PostalAddress">
<span property="streetAddress">800 Boylston Avenue</span>
<span property="addressLocality">Boston</span>,
<span property="addressRegion">Massachusetts</span>
<span property="postalCode">02199</span>
<span property="addressCountry">USA</span>
<span property="phone">+1 (800) 815 - 9959</span>
 <span property="url">https://www.semrush.com/<span/>
 <span property="sameAs">https://twitter.com/semrush</span>
 <span property="sameAs">https://www.fb.com/Semrush</span>
 <span property="sameAs">https://www.linkedin.com/firm/semrush</span>
 <span property="sameAs">https://instagram.com/semrush/</span>
 <span property="sameAs">https://www.youtube.com/person/SemrushHQ</span>
 <span property="sameAs">https://www.pinterest.com/semrush/</span>

How one can Take a look at Your Group Schema

You may run checks to see what schema is already in your website.

You may as well take a look at group schema that you’ve applied.

Right here’s how:

Website Audit

You may examine your structured information utilizing the Semrush Site Audit tool.

Observe these steps:

Open Website Audit.

open Semrush Site Audit tool

In case you have an current mission for the web site you need to take a look at, click on on that. Alternatively, create a brand new mission with the related area.

This may mechanically run a website audit. Try our technical audit information for how to set up a Site Audit on a new project

"Create project" page in Site Audit tool

Clicking on to the present website audit mission will take you to the “Overview” pane.

Discover the “Markup” part and click on “View particulars”.

“Markup” section highlighted in Site Audit tool

On the subsequent display screen, you possibly can see:

  • What number of of your checked pages comprise schema markup
  • The kind of schema markup discovered on every web page
  • Any schema markup that’s invalid

Scroll down and also you’ll discover a desk entitled “Structured Information Objects.”

If any of the objects are invalid, click on “View all invalid objects” on the backside.

“Structured Data Items” section in Site Audit

 Click on on any entry within the “Affected Fields” column to see particular errors per recognized concern.

“Affected Fields” column in Site Audit

Now you possibly can see what the errors are and repair them. When you’re undecided about tips on how to repair an error, click on on “Why and tips on how to repair it” for extra data.

“Why and how to fix it” section in Site Audit

When you’ve mounted the errors, rerun the audit to examine they’ve been rectified.


The opposite major means of testing your group schema is utilizing the Schema.org validator.

To check a webpage you’ve already added group schema to, enter the URL within the area underneath “FETCH URL” and click on “RUN TEST.”

test your structured data with Schema.org validator

Alternatively, to check a code snippet you’ve written however not but applied, go to https://validator.schema.org/ and click on on the “Code snippet” tab.

Paste your code into the field and click on “RUN TEST.”

“Code snippet” tab in Schema.org validator

Any errors or warnings can be highlighted so you possibly can simply establish and repair them.

Group Schema Instance

Under you possibly can see a filled-out model of a corporation schema from the Semrush web site.

We use the “Company” subtype.

an example of a filled-out version of an organization schema from the Semrush website

Greatest Practices for Utilizing Group Schema

  • Use JSON-LD format the place attainable
  • Solely embody correct and up-to-date data. It ought to match the opposite particulars about your organization throughout the online. This consists of your Google Enterprise Profile and information in your web site and socials.
  • Add as a lot related data as attainable. For instance, the “LocalBusiness” subcategory helps you to add opening hours, costs, geo-coordinates, and extra.
  • Add as many “@sameAs” hyperlinks as attainable. This may enhance your credibility and add context.
  • Observe Google’s spam guidelines. Don’t use structured information to mislead customers. Be sure the knowledge you present is truthful and correct.

Leverage Schema to Maximize Your Search Presence

Group schema is an effective way to enhance your organization’s general SERP visibility.

In the end, that may enhance the quantity of site visitors you get to your web site. And, doubtlessly, your variety of clients.

Semrush’s Site Audit tool makes it straightforward to view and take a look at your structured information. Together with a wealth of different technical information about your web site’s search engine marketing efficiency.

Join free and begin enhancing your web site’s search engine marketing efficiency right this moment.


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