Adding Schema.org to a HubSpot website

What are Schema and structured data?

Schema is a structured data markup—in other words, a specific notation for microdata on your website pages. This markup tells search engines what a page’s content and properties are. The Schema markup was developed by Schema.org. An initiative launched by Google, Microsoft, Yahoo, and Yandex. The reason for this? To make it easier for search engines to recognize and process valuable data. Standard HTML tags tell a browser how to display the text. For example, an ` <` b > tag ensures that a piece of text is displayed in bold. Structured data is also displayed in a similar way via Schema.

When you use structured data, there’s a chance that Google will display additional information about your website in the search results. For example, adding reviews ensures that your star rating appears in the search results. Using structured data effectively can therefore contribute to a higher CTR and a higher ranking. Given these opportunities, structured data has become an essential part of search engine optimization.

Schema for Item Types and Item Properties

The schema notation is divided into item types and item properties.

Item Types

Item types are a classification of the type of content you want to tag. You can tag the following item types on your website:

• Books
• Movies
• Music (recordings)
• Recipes
• TV series
• Creative work
• Events
• Medications
• Organizations
• People
• Locations
• Local businesses
• Restaurants
• Products
• Special Offers
• Reviews
• Proceedings

You can easily view all item types on the Schema.org website.

Item props

An item prop is a property of an item type. In almost all cases, an item type contains multiple item props. For example, the “Organization” item type often includes the brand name, an average rating for the company, a logo, an address, and a phone number. All item props for a specific item type are listed on the Schema.org website under that item type.

There is some overlap among item props from different item types. For example, both people and businesses can include a name, email address, and phone number. Most of the item props you implement are optional and recommended, but some are required. Without these item props, Google cannot process the item types. You can easily use Google’s Structured Data Testing Tool to verify that you’ve implemented Schema correctly.

Implement the Schedule

Implementing structured data is fairly simple. You can use Microdata, RDFa, or JSON-LD. Microdata is implemented using HTML tags, such as the tag. RDFa works in a similar way. A JSON-LD implementation works differently. With this method, you need to add a JSON snippet to the page’s code. This JSON snippet contains all the data that search engines need. For HubSpot, the easiest way to implement Schema is via a JSON-LD snippet. If you have an online store, implementing Schema using microdata is usually the most convenient and the most commonly chosen method.

Schema for HubSpot Websites

The schema for HubSpot websites is used for company information, among other things. Use the JSON-LD code below for the general pages on your website, such as the home page, contact page, and “About Us” page.

  {% raw %}  



{% endraw %}

By using tags such as {{ company_domain }} and {{ company_name }}, you ensure that HubSpot automatically populates the content for the item props. When you make a change in your Settings, the information in the JSON-LD snippet will be automatically updated. In the example above, you’ll still need to populate some of the `itemprops` with content; this is indicated for the relevant `itemprops`. It’s not necessary to fill in all `itemprops`. If applicable, remove them from the code.

Add a schedule to your website

You can add the JSON-LD to your website as follows:

1. Copy the code above.
2. In your HubSpot portal, go to Settings > Website > Pages > Templates.
3. Paste the code into the “Site header HTML” section.
4. Update all the information that needs to be changed to reflect your company’s information.
5. Save the changes.

Blog Schedule

  {% raw %}

{% endraw %}

Add a diagram to your blog

For the Schema implementation on your blog, you don’t need to make any changes to the JSON-LD snippet. HubSpot automatically fills in all the information. Add the JSON-LD snippet to your blog as follows:

1. Copy the code above.
2. Go to Settings > Website > Blog > Templates.
3. Paste the code into the “Site header HTML” section.
4. Check the box next to “Use the same header HTML for blog posts.”
5. Save the changes.