How to Use Schema Markup to Boost Your SEO
Google is committed to the well-being and growth of local businesses, and it reflects in its past few algorithm updates. Google has paved the way for local businesses to get noticed with minimum effort.
To boost your local business, you should pay attention to the following assets:
A. Google My Business profile
B. Name, Address, and Phone (NAP profile) at various places on the web
C. Social media
D. Google reviews
E. Social citations, if any
F. On-page Optimization with local keywords
G. Local link building
Most of these strategies are already being used by local shops and businesses. You can find the areas where they are weak and use them as an opportunity to gain a strategic advantage.
Schema markup is one of the most effective local SEO strategies that take SEO one step further.
So, you can add schema to your website and reap its immense local SEO benefits for a long time. Here are a few tips for using schema markup to boost your SEO.
What is Schema Markup?
Schema markup is a type of code that assists search engines in reading your website content. It’s essentially a tagged note for a website crawler that further defines your web content’s information, making it easier to understand and include your business in the search engine results page (SERP). It’s not something you’ll see on the front end of your website; instead, it’s embedded into the code on the backend.
The schema markup code tells search engines exactly where to find essential data and information such as your:
- Business name
- Phone number
One of the leading resources for schema markups is schema.org, which serves as a vocabulary for the schema language. Schema.org was founded in collaboration between Google, Microsoft, Yahoo, and others to create a shared vocabulary for developers and SEOs.
Benefits of Schema Markup Boosting Your Local SEO
When implemented correctly, structured data gives local business operators several advantages, especially if you are in a highly competitive industry.
Some of the most important benefits are the following:
- Better local rankings. Structured data increases your website’s relevance to local searches. And the more search engines can read your website, the better your search rankings will be.
- High click-through rates. Better rankings gained through local schema markup boost your search visibility. A higher online presence, in turn, makes it easier for users to see and click your business website or listing. Moreover, several case studies proved how high CTRs result in better client interaction and dwell time.
- Brand image control. A standard search result shows a meta description, URL, and title. But by implementing schema markup, you can produce rich results that showcase your best business features. These can be in the form of customer reviews, product ratings, and more. The more informative your listing is, the more likely you’ll attract high-quality organic traffic.
- Competitive edge. Better search rankings and online visibility through schema markup do not only attract more potential customers. It helps you stand out from your strongest competitors, too. Schema markup also makes you adaptable to modern trends like mobile and voice search optimization.
Why is Schema Important?
Schema markup helps your website rank better for all kinds of content types. There is data markup for a ton of different types of data, including:
- Local businesses
- TV episodes and ratings
- Book reviews
- Software applications
There are hundreds of markup types—from toy stores to medical dose schedules. If you have any type of data on your website, there’s a good chance that it will have an associated item scope and item type.
Websites that use schema markup will rank better in the SERPs than companies without markup. One study determined that websites with markup rank an average of four positions higher in the SERPs than those without schema markup. While it’s not totally clear that this higher result is due to the markup alone, there is obviously some correlation.
How to Use Schema Markup to Boost Your SEO: 5 Easy Ways
Schema markup has many SEO benefits that can help you boost your SEO and drive traffic to your site. Here are a few ways it can help you do that:
1. Better Indexing
Schema markup helps search engines better understand your content and its context. Because of this, they can index your content much better.
Indexation refers to the process search engines use to understand your content and store it in their database. This is important as proper indexation results in your content being served for relevant searches.
2. Featured Snippet
Another reason schema markup is a critical component of SEO is that it can help you land the featured snippet. These are short snippets of text that appear at the top of Google’s search results to answer a searcher’s query quickly. Because of this, featured snippets are sometimes called position zero.
Because of their position and prominence, featured snippets drive a lot of clicks and traffic. That’s why many SEOs strive to optimize their content for this powerful SERP feature. And one way to do that is by implementing schema markup.
3. Enhances Your Findability in Search
Users interact with your content on different platforms, and it’s important to optimize your content for findability across platforms and devices.
One way to optimize your content for cross platforms and devices without crafting custom experiences is to use schema markup. Doing so will help you optimize for voice search and text-based search across different devices.
4. Rich Snippets
One of the biggest benefits of adding schema markup to your content is that it results in rich snippets. These are information-rich snippets displayed on SERPs, as in the example below.
The biggest SEO benefit of rich snippets is that they increase your visibility on SERPs. As a result, your search listing becomes more prominent, resulting in more clicks and traffic.
In the example above, despite being in position 3, the listing with the rich snippets is highly likely to drive more clicks because of its prominence and the extra information it givers users. And the high CTR is likely to result in the listing being promoted above the other 2.
5. Boosts Your Credibility
People are more likely to click on a search listing if they can be assured it’s a credible source.
This is another benefit that schema markup provides. For example, review schema can help you display customer reviews.
Displaying these reviews is a great way to show users that other users trust your brand. It also helps position you as a better solution than your competitors.
You can also do the same with other schema markup types, for example, product schema. The extra information generated in the snippets will help users trust your brand and product more.
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