TL;DR: The rule of thumb here is to be as specific as possible with your Schema markup. If your content is a blog post, use BlogPosting markup language. If your content is not a blog post, use one of the other specific types of Article markup, such as NewsArticle, TechArticle, etc. If none of those fit the bill, then you should simply default to using Article markup.
Getting Started with Article Markup
Savvy digital marketer that you are, you’re looking to add Schema markup to your site’s author-attributed content. You hop into Google Search Central to get the lowdown on the latest structured data documentation.
You see that there’s an Article markup Feature Guide, and nodding confidently to yourself, you read the following:
Your nods slow, you squint at your screen, and your head tilts to the side.
Article is a schema.org type of…Article?
BlogPosting is part of an Article object?
What’s the difference between Article and BlogPosting?
What exactly is an Article object?
Which one do I use?
Does it matter?
…Huh?
If any of the above thoughts crossed your mind, you’re not alone, friend.
So, where do we start? Let’s first better understand the hierarchy of Schema and nomenclature used.
What is Article markup?
Here’s how schema.org defines it: “An article, such as a news article or piece of investigative report. Newspapers and magazines have articles of many different types, and this is intended to cover them all.”
When we look at all the types of markup within Article, we learn that Article markup is the broadest type, which makes it the default choice if you can’t identify a more specific version for your content.
Example: “This Oatmeal Recipe Never Fails (And It’s Packed With Nutrients)”
What is BlogPosting markup?
BlogPosting markup is used if your content is, wait for it… a blog post(ing)! In essence, it is a specific type of Article markup; the difference is in the purpose it serves on your site. Blog posts are often contained within a folder that looks something like /blog/, they credit their authors, and they are published on a regular cadence. Lastly, blog posts tend to be more casual in tone than proper articles.
Example: The Google Analytics 4 Library: How to Make GA4 Look Like UA
What are the other types of Article markup?
Then, as schema.org is want to do, it provides a whole slew of other specific sub-types of Article markup for you to choose from:
AdvertiserContentArticle
“An Article that an external entity has paid to place or to produce to its specifications. Includes advertorials, sponsored content, native advertising, and other paid content.”
Example: “10 Mind-Blowing Benefits Of Playtime That Every Parent Should Know About”
NewsArticle
“A NewsArticle is an article whose content reports news, or provides background context and supporting materials for understanding the news.”
Example: “Alarmed by A.I. Chatbots, Universities Start Revamping How They Teach”
Report
“A Report generated by a governmental or non-governmental organization.”
Example: “To Walk the Earth in Safety (2022)”
SatiricalArticle
“An Article whose content is primarily [satirical] in nature, i.e. unlikely to be literally true. A satirical article is sometimes but not necessarily also a NewsArticle. ScholarlyArticles are also sometimes satirized.”
Example: “Your City Is the Most Livable in America, Until We Publish This Article About It”
ScholarlyArticle
“A scholarly article.” Scholarly articles are also referred to as research articles, peer-reviewed articles, or scientific articles. The purpose of a scholarly article is to present new insights or research into academic issues.
Example: ”What do Happy People Do?”
SocialMediaPosting
“A post to a social media platform, including blog posts, tweets, Facebook posts, etc.”
Example: “Top 25 Dog-Friendly Vacations, From Beach Runs to Pup-Loving Bar Crawls”
TechArticle
“A technical article – Example: How-to (task) topics, step-by-step, procedural troubleshooting, specifications, etc.”
Example: “How to Two Step”
How does blog markup fit into this equation?
So, you’ve figured out that you are, in fact, marking up your website’s blog; you’re using BlogPosting markup. There should be a main /blog landing page that we can mark up as well.
I’m sure you’ve figured this out by now, but for the blog’s main hub, you’ll use Blog markup.
Be Specific!
Our parting guidance is to use our rule of thumb here (and Google’s!) to make your Schema markup as specific as possible.
