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Who Adds Schema Markup to a Website?

Who Adds Schema Markup to a Website?

When businesses first hear the term schema markup, it sounds pretty technical—but it’s one of the most important tools for making your website understandable to search engines and AI. Schema markup is a structured layer of code that is added behind the scenes of your site. The markup adds labels that identify key information on a webpage—such as services, reviews, FAQs, products, and business details—so AI tools can read it clearly and confidently use it in search results. 

Who Has the Skills to Add Schema Markup to My Site for AI Search Results?

If you’re wondering who actually adds this markup to your site, you’re not alone. As AI-driven search becomes the norm, knowing who handles schema (and how) is essential for keeping your website visible, competitive, and ready for the future of search.

Schema markup is typically added by someone who understands both web development and SEO, because it lives in the backend where the website’s code resides. Here’s how it usually works:

1. Web Developers

Most schema markup—especially structured data that requires JSON-LD code—is added by a web developer. Developers handle:

  • inserting JSON-LD scripts
  • ensuring the code validates without errors
  • placing schema in the correct part of the page
  • handling advanced or custom schema (services, reviews, locations, products, etc.)
  • integrating schema into WordPress themes or custom templates

For anything beyond very basic schema, a developer is the right person.

2. SEO Specialists

SEO professionals often:

  • determine which type of schema is needed
  • prepare or write the schema code
  • map schema to specific pages
  • test the markup in Google’s Rich Results Test and Schema.org validator

But they usually work with the developer to install it—unless they’re comfortable editing the site directly.

3. Marketers Managing Your WordPress Site

If a business uses a marketing team that manages the content on their WordPress website, the marketing team may have the ability to add some basic schema to your site:

  • Article schema
  • FAQ schema
  • Local Business schema
  • Product schema

It’s true, non-developers can handle some of the schema options, but the schema is not as complete or customized as that which is hand-coded JSON-LD.

4. When You Need a Developer 100% of the Time

Certain schema types always require developer involvement:

  • multi-location business schema
  • service schema with nested properties
  • industry-specific schema (e.g., TechArticle, HowTo, Dataset)
  • custom product or part-number schema for manufacturers
  • schema that must integrate with dynamic content

For these, plugins can’t generate the complexity needed.

So, Who Do We Recommend to Add Schema for Your Business?

Based on our experience, the ideal approach is a hybrid team:

  • SEO strategist decides what schema is needed to support AI visibility
  • Developer implements it correctly and ensures error-free code
  • Content team writes content that aligns with the schema structure

This is exactly how Jemully handles schema markup. Our SEO strategist, joins hands with our content team to develop the content. Then we deliver it to our web developer makes sure it’s not only installed, but installed correctly and aligned with modern AI-driven SEO standards.

A List of Common Content Types That Use Schema Markup

When you look at the list of common content types that use schema markup, such as products, services, reviews, FAQs, recipes, articles, and job postings, it becomes much easier to spot what your own website may be missing. You don’t need to become a schema expert; simply comparing this list to the content already on your site can highlight quick wins.

If your website has pages that match these categories but aren’t using schema markup, you’re leaving valuable AI search visibility on the table. This comparison helps you identify exactly where structured data could strengthen how AI tools understand your business, leading to richer results and better discovery.

1. Articles & Content

  • Article
  • NewsArticle
  • BlogPosting

Used for blog posts, industry articles, news updates, and educational content.

2. Products & Services

  • Product
  • Service
  • Offer
  • AggregateRating
  • Review

Essential for e-commerce, manufacturers, and service businesses (like law firms, HVAC companies, or industrial suppliers).

3. Local Business Information

  • LocalBusiness
  • Attorney, MedicalClinic, Restaurant, Plumber, etc. (industry-specific sub-types)

Helps AI understand:

  • address
  • hours
  • service areas
  • accepted payments
  • business category

4. Events

  • Event
  • BusinessEvent, EducationalEvent, Festival, etc.

Ideal for:

  • workshops
  • training sessions
  • conferences
  • open houses
  • webinars

5. How-To Content

  • HowTo

Perfect when your page explains a process step-by-step.
Example:
“How to calibrate a downhole tool” or “How to replace an HVAC filter.”

6. Videos & Media

  • VideoObject
  • ImageObject
  • AudioObject

Used when embedding videos or showcasing visual content; helps AI label and surface multimedia.

7. Job Listings

  • JobPosting

For companies hiring. Helps AI tools and Google Jobs read:

  • salary
  • job type
  • requirements
  • location

8. Courses & Training

  • Course
  • EducationalOccupationalCredential

Useful for online training programs, certifications, or technical courses.

9. Organization & People

  • Organization
  • Person

Clarifies:

  • company leadership
  • team expertise
  • organizational structure

10. Medical & Technical
(For industries with specialized documentation)

  • MedicalWebPage
  • MedicalCondition
  • MedicalTherapy
  • TechArticle (for highly technical or engineering articles)

Helpful for companies that publish detailed technical knowledge.

11. Software & Apps

  • SoftwareApplication
  • Dataset

Great for SaaS companies or businesses offering downloadable tools, data sheets, or engineering datasets.

12. Recipes & Food

  • Recipe
  • MenuItem

Structured fields for ingredients, nutrition, cook time, etc.

13. Q&A and FAQs

  • FAQPage
  • QAPage

FAQPage = multiple questions with simple answers
QAPage = one question with user-submitted answers (like Quora)

14. Real Estate

  • RealEstateListing
  • Residence
  • Place

Used by realtors, developers, or rental platforms.

Why Schema Markup Matters

Remember, each schema type helps AI tools understand:

  • exactly what the page is
  • what information belongs where
  • how to extract it for summaries, featured answers, voice search, or AI-generated results

When content is “pre-labeled” correctly, AI can trust it—and is far more likely to use it. Holler at us if we can give you a hand with schema on your site!

Kit Mullins
Kit Mullins
About the Author

Kit Mullins, co-owner of Jemully Media, LLC, has been a leader in digital marketing for more than twenty years. A writer, designer, and developer, Kit enjoys travel, photography, and Bible study. With six kids and fifteen grandkids, she has no choice but to find ways to be creative.

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