Schema App Process Overview

Modified on Fri, 28 Jun at 12:41 PM

Schema App is a one-stop platform for authoring schema markup, and reporting on its impact. By authoring your schema markup with Schema App, you are also creating, and curating a marketing knowledge graph. This document provides an overview of the Schema App Process and lists key resources to support you in developing your schema skills.

The Schema App Knowledge Base is organized in alignment with this  

 You can always contact for additional advice and guidance. We're here to collaborate and help.


Getting Started

Call us biased, but the world of schema markup is an exciting one. We want to provide you with the background context necessary to author markup effectively and see value ASAP. We have some key training and onboarding resources to help you get up to speed quickly.

Free Training

Our full list of training courses is available at We highly recommend the following 2 courses to all our Users who want to author markup:

For those of you interested in exciting AI applications above and beyond SEO, we recommend the excellent Content Knowledge Graph Fundamentals.

Tailored Onboarding Call

We offer a free one-time 30-minute Onboarding Call to our Pro customers. Email to book your meeting. 

Note: To maximize the amount of personalized training you receive, We highly recommend you log in to the tools, and complete the Schema 101 and Schema App Tools training courses 
before this call. Getting oriented beforehand will let us hit the ground running!

Scoping and Strategy

Deciding how to mark up and describe your Organization and Website can be an exciting but overwhelming process. Review our best practices documentation for additional insight and guidance. As always, contact for additional guidance.


Using the Schema App tool suite to create JSON-LD about your WebSite can be broadly categorized as the Authoring Process. The two most common ways to author Schema Markup are the Editor, and Schema App's automatic Plugins. Our Highlighter tool is a powerful method for authoring at scale but requires an appropriate website and is only available to our Enterprise tier customers.

Note: Authoring and Integration can happen at the same time for a project. We actually recommend starting the integration process before or during the authoring phase. The authoring method you use will influence your integration choices, and authoring can be easier when your project is fully set up. 

Review this support document if you want to set up & confirm integration but not deploy markup.

Best Practices

Best practices can be general or tool-specific. To get a better understanding of content recommendations and general best practices you can review our Knowledge Base Collection on Strategy. For tool-specific recommendations, review the Knowledge Base folders on Editor Authoring or on Highlighter Authoring.

Editor Authoring Resources

The Editor is a tool for manually authoring static schema markup. The Editor is used to create data items, or individual instances of structured data. If you are using the WordPress plugin, you can import auto-generated markup into the Editor to add to it. Use the Data Items view to review, filter, and perform bulk actions on data items. 

CMS Specific Automatically Generated Markup

Schema App automatically creates markup for three major CMS platforms:

WordPress Plugins

Install the free Schema App WordPress plugin to automatically author markup for Posts, Pages and more. You can review the WordPress Deployment Overview support document for more information about how the default WordPress plugin creates markup. Upgrade to the Schema App WordPress Advanced plugin for the ability to author custom markup and deploy it server-side to your WordPress site

Shopify Plugins

Install the Schema App Total Schema Markup Core plugin to automatically author markup for Product Detail Pages, Product Listing Pages, Articles, and Breadcrumbs where possible. Upgrade to Schema App Total Schema Markup Advanced for access to the Editor and the Pro suite of tools. 

BigCommerce Plugin

We have one BigCommerce offering: Schema Markup by Schema App. This plugin will author markup for Product Details Pages, Product Listing Pages, Blogs and Pages. The plugin will create Breadcrumb markup where possible.

Highlighter Authoring Resources

The Schema App Highlighter is a tool used to author dynamic JSON-LD at scale across similarly templated pages. The Highlighter maps properties to the contents of specific web page components. This is currently a premium product. Please contact for more information if you think your website would be well suited to a Highlighter template.


Integration is the process of establishing communication between your website and our content delivery network. There are several options available to us, and making the best decision will depend on your:

  1. Content Management System, 
  2. Authoring method (Plugin, Editor, Highlighter), and
  3. Site Speed

Choose your Integration Method

There are many ways to set up your integration, and it is important to choose the best method for each individual website. The following documents may be helpful as you choose the most appropriate deployment method:

There are many ways to peel an orange! If you're struggling to identify the most appripriate integraiton method, contact for further advice.

Set Up Your Schema App Project 

Once you've decided on your integration method, you can configure your Project Settings. Review the following resources for more information:

Configure the Integration Method

Configuring the integration method involves ensuring the appropriate settings are selected within the App, and potentially, within your integration tool of choice. Below are some considerations and resources for specific integration methods. 

JavaScript with a Tag Manager

    This is the most common and versatile integration method available. The scripts are often added with a Tag Manager         (e.g Google Tag Manager, Adobe Launch, etc.). 

Note: For best results, the JavaScript tags must be accessible to GoogleBot, and must be able to fetch JSON-LD from our CDN within approximately the first 4 seconds of the page loading. 


We have two distinct WordPress plugins. To access the WordPress Advanced functionality, both plugins need to be installed. 


We have two distinct Shopify tiers available, both available for purchase from within the Shopify App store. Both plugins require configuration within the Shopify settings, and the Schema App Total Schema Markup Advanced plugin may require additional configuration within the website's project settings.

Note: Billing, upgrades, and refunds are handled entirely from within the Shopify platform.


We have one BigCommerce offering: Schema Markup by Schema App, which is available for purchase from within BigCommerce app store.  The plugin must be installed, and the integration scripts must be present for the plugin to successfully create and deploy automatically generated markup

Note: The plugin must be installed, and the integration scripts must be present for the plugin to successfully create and deploy automatically generated markup

Specialized Deployment Methods

Schema App has several other, specialized deployment methods. Some of these require additional support to set up and configure and therefore have additional associated costs. For a full list of all our deployment methods, review this document or contact


Deployment describes the process of sending JSON-LD from our content delivery network to your website. Confirming deployment involves reviewing URLs you're targeting and confirming that the JSON-LD is appearing as you would expect. This section reviews processes and topics that are relevant to Deployment.

Verifying Deployment in Production 

The two most effective ways to confirm deployment are to check the rendered HTML or to use a test like the Rich Results Test. If you have 

Note: If your markup is not deploying, even when clearing out various caches, contact We'll be happy to help you identify the root cause.

Crawling and Indexing

Crawling describes the process of a web crawler (e.g. GoogleBot) discovering, loading, and rendering your webpage. It is an active, and ongoing process. Indexing describes the process of capturing and storing that information for future re-use (e.g. being shown on a search engine results page).

Indexing issues are distinct from deployment issues. Deployment issues mean that JSON-LD is not appearing on the website as expected. Indexing issues mean that JSON-LD is appearing as expected on the web page, but not being indexed as expected.

Confirming Indexing

You will want to confirm your pages have been indexed. It is wise to review indexing using tools created by the Search Engine platform. For example, Google Search Console offers several excellent tools for monitoring your indexing health and site performance.

Troubleshooting Indexing

Identifying, and troubleshooting crawling and indexing issues can be a challenging but incredibly satisfying process. These resources can get you started and you can always contact for more assistance.


Monitoring describes the ongoing or periodic process of reviewing your scope of work to ensure your markup is accurate and correct. You will use many of the same strategies described in the Deployment and Indexing sections of this document (e.g. Schema Markup Validator, Google Search Console, etc.) and some new ones.

Deployment Monitoring

Deployment Monitoring is a feature available to some subscription plans. The Schema Bot Crawler will crawl a selection of URLs, monitor their HTTPS status, and identify if markup is missing.


Impact reporting is a critical step of the Schema App Process, as it provides the insights that will guide our priorities and next steps.

Schema Performance Analytics

Schema Performance Analytics is an interactive reporting and analytics tool within Schema App. SPA enables users to gather, filter, and analyze data about how schema markup impacts performance in Google Search.

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