Approximately 75% of all search engine clicks go to the first three listings. And even the smallest details on your website and its metadata can impact whether you earn one of those coveted spots. Though Google’s search algorithm has become more sophisticated in the past decade, it still relies on context clues for important information.
Search engine optimization (SEO) is about providing relevant content to both search engine crawlers and users. A labeling language called schema markup allows you to do this, helping increase the quality and potential rankings of your content.
What is Schema.org?
If you’re not familiar with it, it was founded by Google, Microsoft, Yahoo, and Yandex, and the goal was to create and promote schemas for structured data on the internet specifically for search engines so that the computers themselves could understand the context.
Therefore, Schema.org is a vocabulary that allows or helps search engine crawlers better understand the context of your website. And when you use structured data properly, you can earn certain rich features within Google SERPs.
Some of the more prominent ones would be articles or breadcrumbs, FAQs, how-to, local business, and organization markup, which is called Logo by Google. But you can extend that further and use organizational markup. You can do products and services, question and answer. You can add reviews to your listings, video, and a whole lot more.
How Does Schema.org Work?
Schema.org is a collaborative project between major search engines such as Google, Bing, Yahoo!, and Yandex, which aims to create a standardized vocabulary for structured data markup on web pages. The idea is to make it easier for search engines to understand the content on a webpage and provide richer and more informative search results to users.
The schema.org vocabulary consists of a set of predefined properties and types that webmasters can use to describe different aspects of their content, such as the type of business, product information, reviews, and more. These properties and types are defined using the schema.org vocabulary and can be added to the HTML code of a web page using specific markup tags, such as Microdata, RDFa, or JSON-LD.
When search engines crawl a web page with schema markup, they can extract the structured data and use it to enhance the search results with additional information, such as ratings, prices, and other relevant details. This makes it easier for users to find the information they are looking for and helps search engines provide more accurate and relevant search results.
Schema.org Overview
Schema.org is a collaborative project between major search engines such as Google, Bing, Yahoo!, and Yandex, which aims to create a standardized vocabulary for structured data markup on web pages. The idea is to make it easier for search engines to understand the content on a webpage and provide richer and more informative search results to users.
Structured data refers to information that is organized in a structured format and can be easily interpreted by machines. This information can include things like product names, prices, descriptions, images, and more.
Schema.org provides a standardized vocabulary of tags that webmasters can use to mark up their content in a way that search engines can easily understand. These tags can be added to the HTML code of a web page using specific markup formats such as Microdata, RDFa, or JSON-LD.
Using Schema.org markup can have several benefits, such as improving search engine visibility, enhancing the appearance of search results, and providing more relevant and useful information to users.
The Schema.org vocabulary consists of a set of predefined types and properties, such as Person, Organization, Product, and Review. Webmasters can use these types and properties to describe different aspects of their content, such as the type of business, product information, reviews, and more.
Google Search Central Overview
We’re here on the Explore The Search Gallery, which can be found at developers.google.com/search. If you want to earn one of these rich features that are listed here, as you can see, a lot of the ones that we talked about in that previous slide showed these, you’re going to need to follow their guidelines. Let’s talk about ‘organization’ again. And in this case, Google’s going to call it ‘Logo’.
If we click ‘Get Started’, it’s going to give us a little bit of information about this markup type. As you can see here, this is a knowledge panel and the logo is right here. It’ll tell you how to add this structure data and then it’ll also give you an example of what the code should look like.
Within each of these, you’ll see guidelines and it’ll tell, “You need to follow these guidelines if you want to appear in search.” There are certain required properties, and for Logo, you need to have an actual logo and it needs to be an image object, and they have some requirements here, so follow these. And the file format needs to be supported by Google Images so you can’t use SVGs. That’s not something that Google is going to allow you to use.
Make sure that you’re using the right type of file format and that you’re following these specific properties here. You also need to add a URL. This would be the organization associated with the logo. Your logo itself will be an actual URL and then you also want to have a URL property with that. You want to make sure that you follow these guidelines if you want to earn these rich features associated with them.
Where to Add Schema.org
Schema.org markup can be added to the HTML code of a web page using specific markup formats such as Microdata, RDFa, or JSON-LD. Here are some general guidelines on where to add Schema.org markup:
1. Identify the content that needs markup
The first step is to identify the content on your web page that could benefit from Schema.org markup. This could include product information, reviews, organization details, events, and more.
2. Choose a markup format
Next, you need to choose a markup format that works best for your website. The most popular markup formats are Microdata, RDFa, and JSON-LD.
3. Add markup to HTML code
Once you have selected the markup format, you can add the Schema.org markup to the HTML code of your web page. This involves adding markup tags to the relevant sections of your HTML code.
4. Test the markup
After adding the Schema.org markup to your web page, it’s important to test it to ensure that it has been implemented correctly. You can use the Google Structured Data Testing Tool or other validation tools to check for errors and warnings.
5. Monitor the results
Finally, monitor the results of your Schema.org markup over time to see how it affects your search engine visibility and search result appearance.
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