Did We Implement Structured Data Correctly?

[LindsayE]

Our designer/developer recently implemented structured data on our pages. I'm trying to become more educated on how it works since I'm the SEO marketing specialist on the team and the one that writes and publishes the majority of our content. I'm aware it's extremely important and needs to be done, I just don't know how to do it yet.

The developer was on our team for over a year, we recently let him go. Now, I'm going through all the pages to make sure it's done correctly. I'm using the structured data testing tool to look at the pages and have been playing with the structured data markup helper.

I would REALLY appreciate it if one of my fellow MOZ fans & family can help me determine if it's done correctly. We do not currently have any schema plugs installed that I know of. So I'm not sure how he implemented the Schema code. I would like to know what I need to do moving forward to the additional content we publish as well as what to do to correctly implement Schema if not already.

When I manually look at one of our FAQ pages I see multiple schema data formats detected... I'm not sure if we're supposed to have multiple or just one----> https://www.screencast.com/t/TjHphL7jsI

I also noticed in the Question schema data for that same page... the accepted answer is empty. I would image that should have the short version of the answer to the question in it?--->https://www.screencast.com/t/e6ppXkhXd7QS

Here's a screenshot of our structured data info from Google search console---> https://www.screencast.com/t/KHj4BGgdrZ4m

HELP please!

• Our website consists of 25-30 "product" pages

• https://www.medicarefaq.com/medigap/

• https://www.medicarefaq.com/medicare-supplement/

• https://www.medicarefaq.com/medigap/plan-f/

• https://www.medicarefaq.com/medicare-supplement/plan-f/

• We currently have about 75 FAQ pages and adding 4-6 per month. This is what brings in most our traffic.

• https://www.medicarefaq.com/faqs/2018-top-medicare-supplement-insurance-plans/

• https://www.medicarefaq.com/faqs/2018-medicare-high-deductible-plan-f-changes

• https://www.medicarefaq.com/faqs/medicare-guaranteed-issue-rights

• We have 100 state specific pages (two for each state)

• https://www.medicarefaq.com/medicare-supplement/florida/

• https://www.medicarefaq.com/medigap/florida/

• https://www.medicarefaq.com/medicare-supplement/California/

• https://www.medicarefaq.com/medigap/California/

• We have 20ish carrier specific pages

• https://www.medicarefaq.com/medicare-supplement/humana/

• https://www.medicarefaq.com/medicare-supplement/mutual-of-omaha/

• Then we have about 30 blog pages so far and are publishing new blog posts weekly

• https://www.medicarefaq.com/blog/average-age-retirement-rising/

• https://www.medicarefaq.com/blog/social-security-benefit-increase-announced-2018

• https://www.medicarefaq.com/blog/new-california-bill-force-drugmakers-explain-price-hikes

[LindsayE]

I've spent the entire morning researching and editing our Schema code on an FAQ page. Does this look right regarding the breadcrumb Schema? There's two... the first one our developer put in the functions.php file so it goes across all our FAQ pages and the second one I added manually so that it breaks down each question & answer.

https://www.medicarefaq.com/faqs/when-can-i-buy-a-medicare-supplement-plan/

https://search.google.com/structured-data/testing-tool/u/0/#url=https%3A%2F%2Fwww.medicarefaq.com%2Ffaqs%2Fwhen-can-i-buy-a-medicare-supplement-plan%2F

[PatrickDelehanty]

Hi Lindsay

I'm not the most knowledgeable on Wordpress or their plugins, but based on installations / reviews, I would look into All In One Schema Rich Snippets - it looks to have what you will need there. But again, I would talk to your dev team or a member of the community who is more well versed here.

Hope this helps! Good luck!
P

[LindsayE]

So if an article is answering more than 1 query... or question... would we add more than 1 question schema to that page? Like if the article answered three different questions... would you add the question schema three times so that it sees each header as an answer to a question?

[LindsayE]

Yes, I have access to our Wordpress backend. I went through the plugin list and don't see which one, if any, is implementing our Schema markup. When I look at a specific pages text editor I don't see the script in there.

[ThompsonPaul]

Your Schema markup has been implemented using a number of different methods, Lindsay.

The basic website and Organisation Schema is implemented through the settings in the Yoast SEO plugin.

In addition, there's Local Business/Organisation Schema implemented manually using JSON-LD markup added to the site's footer, probably via a footer widget. These two partly duplicate and partly contradict each other, so should be corrected by choosing one version and completing it fully.

Those are just a couple of examples - investigating the implementation methods for all the other Schema types would take a proper site audit to discover and confirm the implementation method.

Fortunately, Google does provide an effective way to confirm whether or not the existing implementations are correct. In the site's Google Search Console under Search Appearance > Structured Data, Google will show you all the structured data (Schema) it has discovered, and let you know if there are any implementation errors and on which pages.

Is that what you were looking for?

Paul

[Chris661]

Hi Lindsay,

Do you have access to your WordPress backend? And have you looked at the plugin list? In viewing your page source it looks like you are using JSON-LD. If you look at the text editor on a marked up page, do you see the JSON-LD script with the schema?

It will probably start like this :  script type="application/ld+json"

[LindsayE]

Thank you so much for all those resources! I've bookmarked them all!

My issue currently is I don't know how or where he implemented the schema on the site to edit/update it.

Is there a plugin you can recommend? I see a few options including:

• Schema App Structured Data
• Schema
• WP SEO Structured Data Schema
• All in One Schema Rich Snippets
• WPSSO

[PatrickDelehanty]

Hi Lindsay

Great to hear you're on the Schema train! I wanted to pass a couple of Schema resources your way to help you get a good foundation going for your own understanding of Schema. I highly recommend Moz's resource on Schema (there are more great resources at the end of the article), as well this great resource from Kissmetrics.

Based on what you've sent over in your screenshot, it looks like Google recognizes a few types of Schema on that page and didn't find an issue or errors with the markup on that page. That's a good thing!

However, one suggestion, when I reviewed your Florida page, I saw that your team implemented WebSite schema (here). I would recommend using WebPage Schema here as this isn't a website, it's a webpage. I would also take advantage of Keywords Schema (which you can implement under WebPage Schema) on key pages for keywords / queries you're specifically targeting there. It gives Google and other search engine crawlers help in understanding what keywords / queries are most important for that page, and gives you a potentially nice boost!

Hope this helps! If you have any questions let me know or shoot me a private message!
Patrick