Schema for SaaS products

Using structured data is essential for any website and is especially important for SaaS companies or large e-commerce sites.

Structured data helps search engines understand your website’s content and the services you sell.

The SaaS industry is a highly competitive market, and implementing structured data allows your site to potentially win against your competitors, especially those who don’t use structured data.

Implementing the correct structured data into your site may also increase your chances of appearing in one of Google’s many rich SERP features.

Review schema

Implementing a review schema markup on a product would allow Google to display the review on the SERPs, usually underneath the product listing like this:

Screenshot of an example of how a product schema would look like on the SERPs
Screenshot of an example of how a product schema would look like on the SERPs

A review snippet can be very beneficial in standing out in the SERPs real estate, potentially increasing your site’s click-through rate.

As SaaS sites are selling services, users will look to real-life reviews to influence their decision on where they will sign up or purchase a subscription.

Implementing a review schema markup on a SaaS product would make it clear to Google that it is a product review. Having plenty of positive reviews on your products signals to search engines that your site is trustworthy and of high quality. In turn, this will have positive benefits to your SEO and ranking performance and helps inform customers about their decisions to purchase your products or services.

Organisation schema

Organisation schemas are another example of a common schema used by SaaS sites. This schema helps portray to search engines information about your company, for example, displaying your brand logo, location, areas served, and more. Having this information served on the search results page is beneficial in making your website look more attractive and official to users.

An example of an organisation schema looks like this below:

Screenshot of an example of a organisation schema of Google
Screenshot of an example of a organisation schema of Google

Schema for monthly and annual pricing options

Although SaaS sites operate in a similar way to most transactional sites, they usually offer subscription-based product models instead of singular transactions.

For this reason, using a schema for SaaS products must be structured in a way so it is specific to a subscription-based product.

Below is an example of a subscription-based schema that has been put together by Dan Taylor, specifically made for SaaS companies.

<script type="application/ld+json">
"@context": "",
"@type": "WebApplication",
"@id": "product_name",
"applicationCategory": "BusinessApplication",
"name": "Product name",
"operatingSystem": "all",
"browserRequirements": "Requires Javascript and HTML5 support",
"url": "",
"screenshot": "Dashboard image URL",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "Value",
"reviewCount": "Numbers"
"offers": {
"@type": "AggregateOffer",
"offeredBy": {
"@type": "Organization",
"name":"Business Name"
"highPrice": "Cost of yearly subscription",
"lowPrice": "Low Number or leave as 0 if free",
"offerCount": "How many on offer?",
"priceCurrency": "USD",
"priceSpecification": [
"@type": "UnitPriceSpecification",
"price": "Leave as 0.00 if free, or enter low number",
"priceCurrency": "USD",
"name": "Lowest package name"
"@type": "UnitPriceSpecification",
"price": "Big number - if you're subscription based, use the 12 month cost",
"priceCurrency": "USD",
"name": "Highest/Premium package name",
"referenceQuantity": {
"@type": "QuantitativeValue",
"value": "1",
"unitCode": "ANN"
"@type": "UnitPriceSpecification",
"price": "Price of monthly subscription",
"priceCurrency": "USD",
"name": "Subscription cost",
"referenceQuantity": {
"@type": "QuantitativeValue",
"value": "1",
"unitCode": "MON"
"creator": {
"url":"Homepage URL",
"name":"Business Name",
"url":"Logo image file",

Using multiple schema mark-ups

It is also possible to implement more than one schema on a page if it follows Google’s structured data guidelines, which is to always describe ‘user-visible page content’. For instance, you may want to implement a product and a FAQ schema onto one page of your site, and this is fine to do as long as the page includes a product and a FAQ section the user can view.

Adding structured data to your site

There are a few ways to implement structured data into your site, and JSON-LD is Google’s recommended format. JSON-LD takes semantic data and turns it into a small piece of code that can be implemented via the <script> tag in the page head or body of an HTML webpage. This method is supported by Google and other search engines because:

  • it is accessible and easy to use
  • it supports any .org schema so you can make a universal solution if you want to make multiple changes to the site
  • the code is less likely to break existing pages.

Testing your structured data

It is crucial to test your structured data to determine whether or not it actually works. Schemas can be tested on tools such as the Rich Results tester or on validator, although the latter returns more information.

You can test your snippets of code or the URL you have already published in these tools and determine whether they are successfully implemented or if you need to diagnose any problems with your structured data.

Scaling your Schema implementation

Most SaaS sites are large sites with a huge number of different pages. It would be incredibly time-consuming to manually create an individual schema markup for each page. Instead, it would be way more efficient to create a template of a general schema markup for different sections of the site, such as the category, product, or contact page.

How Schema can help SaaS companies and products

The SaaS industry is a constantly growing market and search engines are consistently working to better understand websites. Implementing schemas is a great way of providing search engines with the contextual information they need about the services and products SaaS companies sell, such as:

  • product pricing information
  • breadcrumb information
  • customer reviews
  • Q&A and FAQ sections
  • job postings, and many more.