Schema Markup for SEO: A Beginner’s Guide
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 markup?
In its simplest sense, structured data is information formatted in a way that can be universally understood. For webpages, this means search engines are more easily able to tell what a page is about, and the different elements it contains, allowing them to return more useful results to searchers.
Schema.org is a markup vocabulary for structured data developed by Google, Microsoft, Yahoo, and Yandex, with the goal of creating a structured data markup that all search engines can understand.
How Does Schema.org Work?
Schema.org is set up in hierarchical order with the broadest type called ‘thing’, and each of these items has properties that further describe what they are. Some of these properties are going to be required while others add more detail and context. If you look at the Google documentation, you’ll see that on certain types of structured data, you have to put a name, URL, or another bit of information. But you can also add extra to better describe it, but it’s not necessarily required.
As you choose a property that you want to define, you want to be as specific as possible, and in order to do that, you can use the search function on schema.org. Let’s go over there and I’ll show you what that looks like.
Why is schema markup important for SEO?
Schema markup improves your website for both search engine crawlers and users. The details that it provides help crawlers understand the main topic of your content. It helps them distinguish different pieces of content from one another to truly understand the page as a whole.
It is considered a form of technical SEO because it exists in the backend of your website. Although searchers can’t see the markup data, they can see the rich snippets that it creates.
Research by Milestone Inc. found that targeting rich results can potentially double your organic traffic (depending on your industry and niche). Although schema markup doesn’t directly generate rich or featured snippets, it improves your content and makes it more detailed. Having lots of content details is important for getting a rich snippet from the search engine.
The point of doing SEO is to improve your SERP rankings and get more people to visit your website. Schema markup makes your listings more user-friendly, increasing your potential click-through rate (CTR) and making your content better in the search engine’s eyes.
How to add schema markup to your site
Although it can seem overwhelming at first, schema markup doesn’t require extensive coding knowledge. The schema.org vocabulary is semantic HTML code created by Google, Yahoo, and Bing. This means that as long as you understand HTML, you should be able to use schema markup.
There are other data vocabularies available, but the information found at https://schema.org is the most popular. Before you start tagging a web page, determine the most accurate schema type for its content. Once you’ve done that, it’s only a matter of writing, testing, and publishing the markup on your website.
Schema markup is a new, lesser-known SEO strategy. While underutilized, it is one of the most impactful implementations you can make for your website. To put it simply, it is a code that assists search engines in displaying relevant information. You can appear the way you want when people search online.
Also known as structured data, schema markup provides many benefits that businesses aren’t aware of. Here are some of the schema pros you may want to consider:
Appear at the Top of a Specific Search Engine
You can use schema-rich snippets to make yourself visible to the right people. For example, you are currently looking for applicants for a new job opening. Using structured data (schema markup) will help Google because Google recognizes that your information is relevant to job searchers. You are then displayed as one of the top results for job seekers.
Provide Search Engines with a Clearer Picture
Even with machine learning and algorithm upgrades, search engines try to second-guess most details on your website. In the older SEO style, the algorithm analyzed visitor behavior to try and get a clearer picture. When you implement schema markup, you can tell the search engine exactly what information is on your website.
You can do this for videos, job postings, and schedules, the options are vast. By adding schema markup, you are feeding the search engines with the information you want to display. Therefore, you come out on top of those who don’t apply schema.
Schema Markup is Your Path Forward
If you’re looking to level up your online marketing and stand out from your competitors, the schema is the way to go. However, you may not have the knowledge and tools to take full advantage of it right now. Connection Model specializes in improving your digital presence with the use of Schema Markup.
We also offer comprehensive packages which build your brand, advertising, and website design. Contact us today and start your journey toward improving your SEO.
Related More Posts :