{"id":12934,"date":"2024-12-09T16:53:01","date_gmt":"2024-12-09T21:53:01","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=12934"},"modified":"2025-06-09T16:54:00","modified_gmt":"2025-06-09T20:54:00","slug":"video-schema","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/video-schema.html","title":{"rendered":"Video Schema: How to Increase Visibility with Structured Data"},"content":{"rendered":"\n<p>Video schema markup uses structured data to help search engines interpret your video\u2019s content, details, and attributes. Structured data improves video visibility and ranking relevancy in search results due to its compatibility with machine learning.&nbsp;<\/p>\n\n\n\n<p>In other words, structured data is how you speak Google\u2019s language.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/backlinko.com\/search-engine-ranking#:~:text=We%20discovered%20that%20only%2072.6%25%20of%20pages%20on%20the%20first%20page%20of%20Google%20use%20Schema.\" target=\"_blank\" rel=\"noreferrer noopener\">72.8% of first-page search results<\/a> include structured data, yet only <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/analytics\/insight-driven-organization.html#:~:text=Far%20fewer%20(18%20percent)%20have%20taken%20advantage%20of%20unstructured%20data%20(such%20as%20product%20images%20or%20customer%20audio%20files)%20or%20comments%20from%20social%20media.\" target=\"_blank\" rel=\"noreferrer noopener\">18% of organizations use structured data<\/a>. Furthermore, <a href=\"https:\/\/mitsloan.mit.edu\/ideas-made-to-matter\/tapping-power-unstructured-data#:~:text=In%20fact%2C%20a%20majority%20of%20data%20(80%25%20to%2090%25%2C%20according%20to%20multiple%20analyst%20estimates)%20is%20unstructured%20information%20like%20text%2C%20video%2C%20audio%2C%20web%20server%20logs%2C%20social%20media%2C%20and%20more\" target=\"_blank\" rel=\"noreferrer noopener\">roughly 80% of all website data is unstructured<\/a>. <strong>This gap provides a significant opportunity for your content to stand out.<\/strong><\/p>\n\n\n\n<p>Video schema is an often overlooked video SEO strategy, but this article makes it easy for technical and non-technical video professionals to take advantage of its benefits.&nbsp;<\/p>\n\n\n\n<p>We\u2019ll discuss the difference between structured and unstructured data with examples showcasing why video schema markup is important.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll learn <strong>how to implement video schema markup easily<\/strong>. We\u2019ll also explore why structured data is important to discoverability in the era of artificial intelligence.<\/p>\n\n\n\n<h2>What Is Video Structured Data?&nbsp;<\/h2>\n\n\n\n<p>Video structured data is categorized information about your video (title, description, thumbnail, upload data, and more) that machine learning can easily understand.&nbsp;<\/p>\n\n\n\n<p><strong>Search engines like Google use structured data to understand video content more quickly and easily, ensuring it appears for all relevant search queries<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Without structured data, search engines must interpret the content based on text, headers, referral links, and basic <a href=\"https:\/\/sproutvideo.com\/blog\/what-is-video-metadata-and-how-do-i-use-it.html\" target=\"_blank\" rel=\"noreferrer noopener\">video metadata<\/a>. Therefore, structured data makes it easier for search engines to find and organize your content among billions of other videos online.&nbsp;<\/p>\n\n\n\n<h3>Example Of Structured Versus Unstructured Data<\/h3>\n\n\n\n<p>Imagine looking for a specific family photo in a box of unsorted albums.&nbsp;<\/p>\n\n\n\n<p>You\u2019d need to go through each album individually, and you&#8217;d likely not know (or be able to remember) everyone in the images, when they were taken, or where they were captured.&nbsp;<\/p>\n\n\n\n<p>The process is inefficient and unlikely to provide all the information you need.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/unstructured-vs-structured-data-1200x675.jpg\" alt=\"Example of structured data versus unstructured data\" class=\"wp-image-12935\" srcset=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/unstructured-vs-structured-data-1200x675.jpg 1200w, https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/unstructured-vs-structured-data-768x432.jpg 768w, https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/unstructured-vs-structured-data-400x225.jpg 400w, https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/unstructured-vs-structured-data.jpg 1280w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>Now, consider a system where every photo is meticulously cataloged\u2014grouped by people, dates, and locations. Finding a specific photo becomes straightforward, and all relevant information is readily accessible.<\/p>\n\n\n\n<p>This example illustrates the difference structured data makes.&nbsp;<\/p>\n\n\n\n<p><strong>Search engines face the monumental task of indexing billions of videos<\/strong>; therefore, adding structured data helps ensure your content is easier to find, understand, and rank.<\/p>\n\n\n\n<h2>The Benefits of Structured Data for Video SEO&nbsp;<\/h2>\n\n\n\n<p>Adding video schema markup doesn\u2019t directly increase video page rankings. Yet <strong>structured data is compatible with the machine learning used to interpret, categorize, and organize information<\/strong>. Therefore, this increased understanding of your video content can lead to:<\/p>\n\n\n\n<ul><li><strong>Competitive Advantage<\/strong>: Boost your videos by making it faster and easier for search engines to understand, index, and rank your content.<\/li><li><strong>Rank For More Keywords<\/strong>: Improve traffic relevancy by ranking for a greater range of keywords that bring traffic directly to your video content.<\/li><li><strong>Video Enhancement In Search<\/strong>: Display rich results (see example below) on Google search engine results pages (SERP), increasing visibility and click-throughs.&nbsp;<\/li><\/ul>\n\n\n\n<h3>SERP Examples of Video Content: Structured Versus Unstructured<\/h3>\n\n\n\n<p>This example showcases why adding structured data to your video pages can increase visibility and click-throughs from search engine result pages (SERP).&nbsp;<\/p>\n\n\n\n<p><strong>SproutVideo makes it easy to gain these benefits by <a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide#jsonld-structured-data\" target=\"_blank\" rel=\"noreferrer noopener\">automatically adding JSON-LD structured data to videos<\/a><\/strong> in most cases.&nbsp;<\/p>\n\n\n\n<h4>Video Content Example <span style=\"text-decoration: underline;\">With<\/span> Structured Data<\/h4>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1200\" height=\"327\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/sproutvideo-structured-data.jpg\" alt=\"\" class=\"wp-image-12974\" srcset=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/sproutvideo-structured-data.jpg 1200w, https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/sproutvideo-structured-data-768x209.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>This example showcases the video thumbnail, title, description, and upload date\u2014all of which are part of the structured data.&nbsp;<\/p>\n\n\n\n<p>It\u2019s like offering viewers a pre-printed label on a package detailing what&#8217;s inside so anyone can understand without opening it.<\/p>\n\n\n\n<h4>Video Content Example <strong><span style=\"text-decoration: underline;\">Without<\/span><\/strong> Structured Data<\/h4>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1200\" height=\"327\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/techsmith-unstructured-data.jpg\" alt=\"\" class=\"wp-image-12975\" srcset=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/techsmith-unstructured-data.jpg 1200w, https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2024\/12\/techsmith-unstructured-data-768x209.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>Without structured data, it\u2019s not immediately apparent this page even includes a video.&nbsp;<\/p>\n\n\n\n<p>While some information is provided through <a href=\"https:\/\/sproutvideo.com\/blog\/what-is-video-metadata-and-how-do-i-use-it.html\" target=\"_blank\" rel=\"noreferrer noopener\">video metadata<\/a>, this video page would be easy to overlook among enhanced video results.&nbsp;<\/p>\n\n\n\n<br><div style=\"background-color: rgba(232, 240, 211, 0.8); padding: 20px; border-radius: 8px; text-align: center; width: 100%; max-width: 600px; box-sizing: border-box; margin: auto; border: 2px solid #c5d57e;\">\n\n  <h3 style=\"margin-bottom: 1rem;\">How Experts Turn Video Views Into Profit<\/h3>\n\n  <a href=\"https:\/\/businessvideoplaybook.vids.io\" target=\"_blank\" rel=\"noopener\">\n\n    <img src=\"https:\/\/mcusercontent.com\/381115c9b3d020de97ac69209\/images\/b6dda757-460d-2212-d502-8daaffa929d7.jpg\" alt=\"The Business Video Playbook by SproutVideo\" style=\"width: 100%; height: auto; border-radius: 6px; display: block;\">\n  <\/a>\n\n  <p style=\"font-size: 1.6rem; margin: 1rem 0; line-height: 1.4;\">Tired of videos that feel like a rigged carnival game? Discover expert strategies for turning video into a growth engine across any industry.\n<\/p>\n  \n  <p style=\"margin: 0;\"><a href=\"https:\/\/businessvideoplaybook.vids.io\" target=\"_blank\" style=\"color: inherit; text-decoration: none; font-weight: bold;\" onmouseover=\"this.style.color='#145b4b';\" onmouseout=\"this.style.color='inherit';\" rel=\"noopener\">Get Real Video Results\u2014Just Press Play<\/a><\/p>\n\n<\/div><br>\n\n\n\n\n<h2>How to Implement Video Schema Markup<\/h2>\n\n\n\n<p>Video schema is implemented by adding structured data to the video page where your video is embedded.<\/p>\n\n\n\n<p>You can use three types of structured data: JSON-LD, Microdata, and RDFa. However, <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/intro-structured-data#supported-formats\" target=\"_blank\" rel=\"noreferrer noopener\">Google prefers JSON-LD<\/a> because it is easier to add and maintain at scale.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>To implement video schema markup, add JSON-LD structured data to the HTML in the head or body of your video watch page<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Alternatively, <strong><a href=\"https:\/\/sproutvideo.com\/signup\" target=\"_blank\" rel=\"noreferrer noopener\">SproutVideo<\/a> allows you to skip this process\u2014we automatically add JSON-LD structured data <\/strong>to SproutVideo-hosted Video Websites and embedded videos with <a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide#embedded-media-discovery\" target=\"_blank\" rel=\"noreferrer noopener\">Embedded Media Discovery<\/a>.<\/p>\n\n\n\n<p>If you implement structure data manually, note that it must be unique to each video yet consistent across all sources (sitemap, meta tags, structured data) for that video.&nbsp;<\/p>\n\n\n\n<p>For example, if your video title is The Basics of Adobe After Effects, the video schema markup must include the same title in the structured data.&nbsp;<\/p>\n\n\n\n<p><em><strong>Learn More<\/strong>: <a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide\" target=\"_blank\" rel=\"noreferrer noopener\">Optimizing Videos for SEO \u2014 The Complete Guide<\/a><\/em><\/p>\n\n\n\n<h3>4 Ways to Generate Video Schema Using Structured Data<\/h3>\n\n\n\n<p>You can implement structured data without prior programming knowledge or with a developer.<strong> <\/strong>Here are a few different ways to generate JSON-LD structured data for videos.<\/p>\n\n\n\n<ol><li><a href=\"https:\/\/sproutvideo.com\/video_websites\" target=\"_blank\" rel=\"noreferrer noopener\">Choose a video host<\/a> like SproutVideo that <a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide#jsonld-structured-data\" target=\"_blank\" rel=\"noreferrer noopener\">automatically adds structured data to video pages<\/a>. No need for programming knowledge or a software developer.<\/li><li>Generate structured data using a <a href=\"https:\/\/honeynjam.com\/tools\/schema-markup-generators\/video\" target=\"_blank\" rel=\"noreferrer noopener\">free third-party tool like HoneyNJam<\/a>. No prior programming knowledge is necessary; simply provide your video information.&nbsp;<\/li><li>Hire a developer <strong><em>once<\/em><\/strong> to <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/generate-structured-data-with-javascript\" target=\"_blank\" rel=\"noreferrer noopener\">set up JavaScript that generates structured data<\/a>.<\/li><li>Employ a developer to code structured data for <strong><em>each<\/em><\/strong> video.<\/li><\/ol>\n\n\n\n<p>When done, you can <a href=\"https:\/\/validator.schema.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">validate the structured data on Schema.org<\/a> and use <a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s Rich Results Test<\/a> to confirm you\u2019ve enabled support for rich results.<\/p>\n\n\n\n<h3>Video Schema Example Using JSON-LD Structured Data<\/h3>\n\n\n\n<p>Here\u2019s an example of the essential structured data you might add to the head or body of a <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/video#watch-page\" target=\"_blank\" rel=\"noreferrer noopener\">video watch page<\/a>.<\/p>\n\n\n\n<div class=\"table-of-contents content-block\">\n<div style=\"padding: 2rem; line-height: 2.2;\">\n\n<pre class=\"wp-block-code\"><code>&lt;html&gt;\n  &lt;head&gt;\n    &lt;script type=\"application\/ld+json\"&gt;\n    {\n      \"@context\": \"https:\/\/schema.org\",\n      \"@type\": \"VideoObject\",\n      \"name\": \"Introducing Kloob: The Latest Innovation in Wearable Technology\",\n      \"description\": \"A revolutionary new product in wearable tech.\",\n      \"thumbnailUrl\": [\n        \"https:\/\/example.com\/photos\/1x1\/kloob.jpg\",\n        \"https:\/\/example.com\/photos\/4x3\/kloob.jpg\",\n        \"https:\/\/example.com\/photos\/16x9\/kloob.jpg\"\n       ],\n      \"uploadDate\": \"2024-05-31T06:00+8:00\",\n      \"duration\": \"PT5M23S\",\n      \"contentUrl\": \"https:\/\/www.example.com\/video\/kloob\/explainer-video.mp4\",\n      \"embedUrl\": \"https:\/\/www.example.com\/embed\/hello-kloob\",\n    &lt;\/script&gt;\n  &lt;\/head&gt;\n&lt;\/html&gt;<\/code><\/pre>\n\n<\/div>\n<\/div>\n\n\n\n<p>Check out <a href=\"https:\/\/schema.org\/VideoObject\" target=\"_blank\" rel=\"noreferrer noopener\">the full list of VideoObject properties<\/a> that you can include in a video&#8217;s structured data. VideoObject properties allow you to communicate even more details about your video content.&nbsp;<\/p>\n\n\n\n<p><strong>Note<\/strong>: Using structured data, you can implement additional rich results for videos (e.g., key moments, LIVE badge, etc.) in SERPs. For a complete list, visit <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/video\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s documentation on video structured data<\/a>.&nbsp;<\/p>\n\n\n\n<h2>Why Video Schema is Key for Generative AI &amp; Voice Search<\/h2>\n\n\n\n<p>Video schema leads to discoverability in the generative AI and voice search era because <a href=\"https:\/\/blog.thatagency.com\/how-ai-is-transforming-schema-markup\" target=\"_blank\" rel=\"noreferrer noopener\">structured data organizes information<\/a> in a way artificial intelligence easily understands.<\/p>\n\n\n\n<p>Structured data is a proactive way to ensure your video content is visible as the search landscape shifts. Therefore, in addition to the regular benefits of structured data, <a href=\"https:\/\/www.ibm.com\/think\/topics\/structured-vs-unstructured-data#:~:text=manipulate%20structured%20data.-,Pros%20and%20cons%20of%20structured%20data,-Examples%20of%20structured\" target=\"_blank\" rel=\"noreferrer noopener\">video schema\u2019s compatibility with artificial intelligence maximizes<\/a>:&nbsp;&nbsp;<\/p>\n\n\n\n<ul><li><strong>AI Model Interpretation<\/strong>: <a href=\"https:\/\/www.schemaapp.com\/schema-markup\/the-future-of-search-ai-machine-learning-schema-markup\/\" target=\"_blank\" rel=\"noreferrer noopener\">Provide AI models with abundant detail<\/a> about your video content that they can use to determine relevance.&nbsp;<\/li><li><strong>Voice Search Compatibility<\/strong>: <a href=\"https:\/\/blog.thatagency.com\/how-ai-is-transforming-schema-markup#:~:text=BENEFITS%20FOR%20SEO%20AND%20USER%20EXPERIENCE\" target=\"_blank\" rel=\"noreferrer noopener\">Support voice- and conversation-driven search<\/a> with highly organized content as users shift how they search for information.<\/li><li><strong>AI-Generated SERP Snippets<\/strong>: Ensure AI models consider your content when producing search response snippets at the top of results pages.&nbsp;<\/li><\/ul>\n\n\n\n<p>Using video schema markup ensures your video content remains or becomes highly visible with the shifting search landscape.&nbsp;&nbsp;<\/p>\n\n\n\n<h2>How To Automatically Add Structured Data To Videos<\/h2>\n\n\n\n<p>With a <a href=\"https:\/\/sproutvideo.com\/help\/articles\/2-why_choose_sproutvideo_over_other_video_services\" target=\"_blank\" rel=\"noreferrer noopener\">SproutVideo account<\/a>, we add video schema for you.&nbsp;<\/p>\n\n\n\n<p>JSON-LD structured data is automatically added to <a href=\"https:\/\/sproutvideo.com\/help\/categories\/14-video_websites\" target=\"_blank\" rel=\"noreferrer noopener\">SproutVideo-hosted pages<\/a> and embedded videos with <a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide#embedded-video-discovery\" target=\"_blank\" rel=\"noreferrer noopener\">Embedded Video Discovery<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>Learn more about Video SEO with our other resources:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/sproutvideo.com\/help\/articles\/235-optimizing_videos_for_seo_the_complete_guide\" target=\"_blank\" rel=\"noreferrer noopener\">Optimizing Videos for SEO \u2014 The Complete Guide<\/a><\/li><li><a href=\"https:\/\/sproutvideo.com\/blog\/what-is-video-metadata-and-how-do-i-use-it.html\" target=\"_blank\" rel=\"noreferrer noopener\">What is Video Metadata and How Do I Use It?<\/a><\/li><li><a href=\"https:\/\/sproutvideo.com\/blog\/ten-common-video-seo-pitfalls-to-avoid.html\" target=\"_blank\" rel=\"noreferrer noopener\">Ten Common Video SEO Pitfalls to Avoid<\/a><\/li><\/ul>\n\n\n\n<div class=\"content-cta-with-button\"><strong>The Best Video Hosting Platform for Business<\/strong>\n<p class=\"file-description\">SproutVideo provides a suite of video functionality to market, secure, and analyze videos. <\/p><p>\nTrusted by Fortune 500 companies like FedEx, Paramount, and Siemens for their live and on-demand video content, SproutVideo provides enterprise-level tools that are accessible to businesses of all sizes. \n<\/p><p>Try the platform out completely free for 30 days\u2014no credit card is required.<\/p>\n\n\n<a class=\"btn btn-primary\" title=\"Get started with a 30 day free trial on SproutVideo!\" href=\"https:\/\/sproutvideo.com\/signup?utm_source=blog&amp;utm_medium=blog+post&amp;utm_content=CTA+callout\" target=\"_blank\" rel=\"noopener\" aria-label=\"(opens in a new tab)\">Free To Start<i class=\"fa fa-chevron-right\"><\/i><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> Video schema markup uses structured data to help search engines interpret your video\u2019s content, details, and attributes. Structured data improves video visibility and ranking relevancy in search results due to its compatibility with machine learning. This article makes it easy for anyone to take advantage of its benefits.<\/p>\n","protected":false},"author":40,"featured_media":12944,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[26,11],"tags":[287],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Video Schema: How to Increase Visibility with Structured Data<\/title>\n<meta name=\"description\" content=\"Video schema markup uses structured data to help search engines interpret your video\u2019s content. Learn how to implement video schema markup.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/video-schema.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Video Schema: How to Increase Visibility with Structured Data\" \/>\n<meta property=\"og:description\" content=\"Video schema markup uses structured data to help search engines interpret your video\u2019s content. 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