SEO-Schema

Hooray Schema Markup Framework

A CDN for Hooray Agency’s advanced SEO hospitality clients.

Context

Schema markup (aka structured data) is often difficult to manage at scale. As a site’s (or sites’) content base grow & change, so should (ideally) the schema markup code. This is a challenge for many SEOs, as the schema markup is often hard-coded into the site’s HTML, and often page-by-page.

To address this, we’ve built a CDN that delivers a structured data framework to a website via a single script tag. This script tag queries a central repository, deploying a structured data framework to each page differently based on the page’s content.

Features

• Centralized Client Information
• Pre-Mapped Schema Markup Framework
• Conditional Generation
• Unique Object Identifier Framework
• Fallback Value Utilization

function QuantitativeValue(room) {
    
    const roomCount = room?.numberOfRooms || room?.roomCount || null;
    if (!roomCount) return;
    
    return {
        '@type': 'QuantitativeValue', // https://schema.org/QuantitativeValue
        '@id': id('QuantitativeValue', room.name + '-' + roomCount),
        'url': room.url || hotel.homepage, // the hotel object is accessible via inherited scope
        'unitText': room.name,
        'value': roomCount,
        'partOf': Product(room),
    }
}

function Product(room) {}

Benefits

• Easier/faster initial deployment via a global script tag.
• External control of both input objects and the generative framework.
• Faster page loading speed as the schema is loaded after webpage content.

Implementation

• Talk to Jake Labate at Hooray to confirm the hotel brand’s data is assembled property and in the repository.
• Add the following script tag to the head of the website (globally). Ensure the type is set to module.

  <!-- START: Hooray Schema Markup Framework -->
  <script
   type="module"
   src="https://schema.hooray-seo.com/script.js?domain=">
  </script>
  <!-- END: Hooray Schema Markup Framework -->
  

• Replace domain-code with your unique code at the end of the script src to query the correct structured data input map.
• Publish the site. Wait / refresh pages as needed. WordPress can take up to an hour to propagate header.php files.
• Validate the structured data with the Google’s Rich Result Test. This validator checks for client side rendered-schema.

Notes

• Don’t rely on exclusive use the Schema.org Validator. It doesn’t detect client-rendered schema.
• Google confirms client/dynamically added schema markup is ok.

To Do

• DONE: We are experimenting with delivering a smaller and object-selected schema to each page, allowing for a more granular (and therefore potentially more content-indicative accurate) page annotation.
• IN DEVELOPMENT: We are building a UI to manage brand data to allow direct brand data creation, editing and to deploy schema directly from the UI.
• TO DO We are implementing a page-specific server cache to reduce the number of requests, and to speed up the delivery of the schema.

Credit (or blame)

• Framework & delivery method by Jake Labate, Head of SEO at Hooray Agency.