A schema property is a named attribute or relationship attached to a structured-data entity — for example name, address, or author — that tells search engines and other machines what a specific part of a page’s content actually is.
| Term | Schema Property |
|---|---|
| Category | Structured Data, Social and Media |
| Also known as | Structured Data Property |
| Where it appears | Workbook Schema |
What it means in RankGear
RankGear surfaces schema properties in the Workbook Schema view. When it reads a page’s structured data, each entity — a Product, an Article, a LocalBusiness — is broken down into the individual properties it declares. A schema property is one of those declared attributes: the name on an Organization, the author on an Article, the price on a Product. The Workbook Schema view shows which properties a page has marked up and which it leaves empty, so you can read, field by field, exactly what the page is telling machines about its content.
How to interpret it
Read a schema property at three levels. First, is it present at all? Second, is its value in the format the vocabulary expects — a valid date, a rating inside its scale, a URL where a URL belongs? Third, does it describe content a visitor can actually see on the page? A property present but malformed can be silently ignored by the platform consuming it, and a property that describes content absent from the visible page tends to invite a spam signal rather than a rich result. When you compare property coverage across ranking pages, treat it as a comparative indicator of what competitors mark up — not as a score Google assigns.
| Property | Typical entity | What it declares |
|---|---|---|
| name | Organization, Product | The entity’s display name |
| author | Article | Who wrote the content |
| address | LocalBusiness | Its physical location |
| aggregateRating | Product | A summary review score |
Example
You audit a product page that sits below three competitors. In Workbook Schema you see the competitors’ Product entities each declare aggregateRating, priceValidUntil, and availability, while your page’s Product entity declares only name and image. Those missing properties are the exact fields that make a page eligible for review stars and price details in results — a concrete, per-property gap you can hand to whoever maintains the page template.
Important considerations
- Marking up a property does not make a page rank. Pages that rank well may share certain properties, but treat property coverage as a comparative indicator, not a cause.
- Eligibility is not display: a valid property that qualifies a page for a rich or social presentation does not guarantee the platform will show it.
- Markup should describe real, on-page content — not introduce claims a visitor cannot see.
- Format matters: a property in the wrong format or outside its expected value range may be ignored by the consuming platform even when it is present.
Related terms
Part of the RankGear glossary · how RankGear measures · the 870 factors.