Niki Blaker joined me to discuss schema markup—the critical code that helps families find your school online.
Here are this session’s top 3 tips:
- Schema markup tells search engines exactly what your school is. Schema is simply a small piece of code you add to your website that breaks your school’s information into chunks Google and AI engines can understand instantly. Instead of Google crawling your entire website to figure out your school’s name, grades served, address, and focus areas, schema markup tells it explicitly. This information then appears in search results, knowledge panels, and AI-generated answers—exactly how you want families to see it.
- You don’t need a developer to implement schema markup. This is the biggest misconception. If you use WordPress, free plugins like Yoast and Rank Math have schema markup built in. If you have a custom website, a developer can add it in just a few hours. You can also use free online schema generators or ask ChatGPT/Claude to generate the code by describing your school. Then test it with Google’s free Rich Results Test tool. It’s entirely achievable for marketing teams without technical expertise.
- Start with School schema, then add Event schema for your biggest impact. Prioritize School schema first—it covers your basic identity, contact information, address, grades served, and focus areas. Then layer in Event schema for specific events like open houses and enrollment events. When families search for events, they’ll see your open house appear directly in results with the date, time, location, and registration link—without needing to visit your website first.
Watch the Whole Conversation Here
Frequently Asked Questions
What exactly is schema markup?
Schema markup is code you add to your website that tells search engines (Google, Bing) and AI systems what your content means. Instead of forcing search engines to read and interpret your entire webpage, schema markup breaks your information into labeled chunks—name, address, grades served, focus areas—so search engines can understand it instantly and accurately.
Why do charter schools need schema markup now?
AI search has changed how people find schools. Families now search using full sentences like “What is the best charter school that focuses on STEM near me?” instead of short keywords. AI search engines answer these questions by pulling structured data from websites. Without schema markup, your school might not appear in AI-generated answers, or appear with inaccurate information.
What are the three types of schema markup schools should focus on?
School schema defines your school’s basic identity—name, address, grades served, focus areas, and contact information. Organization schema provides broader organizational information like year established and leadership (mainly useful for charter networks). Event schema surfaces specific events like open houses with date, time, location, and registration information directly in search results. Start with School schema, then add Event schema for your biggest impact.
Do I need a developer to implement schema markup?
No. If you use WordPress, plugins like Yoast SEO and Rank Math have schema markup built in and require no coding. You can also use free online schema generators or ask ChatGPT to generate the code. Even if you have a custom website and do need a developer, it’s a small project—typically just a few hours of work, not expensive or time-consuming.
What impact will schema markup have on my enrollment?
Schema markup won’t directly enroll families, but it helps families find your school. Families searching “STEM charter schools near me” will see your school in results if you have School schema. Families searching “open houses near me” will see your event with registration details if you have Event schema. The result: more qualified families discovering your school exactly when they’re searching for it.
