Have you heard about schema markup, schema.org, or structured data recently? Whether you know a little bit about it or have no clue regarding this concept, we will clear every doubt through this post. What are these things, how can you utilize them, and why do they matter? Let’s roll!
Schema markup is one of the newest and most influential evolutions in search engine optimization (SEO). This latest development is among the most powerful type of SEO but surprisingly not often utilized.
Once you learn every in and out of this concept, you can amplify your business website’s performance. If you implement WordPress schema plugins, even an ambiguous landing page can gain meaningful context through it.
Table of Contents
What is a Rich Snippet?
You must have Googled for a movie review before viewing it or looked for the latest phone on search engines prior to buying it.
Have you seen the scoring system or star ratings ranging from 1 to 5? You must also have checked the stock info below the URL, such as 2 or 5 phones are left in stock.
This type of extra info that appears in search results is called a rich snippet. It is a sort of additional information that you would want to highlight on your website. To get rich snippets on search engines, you must use schema markup.
But what exactly is Schema?
Also known as a semantic vocabulary, schema markup is a type of microdata that can be added to your web HTML. It enables search engines to understand your content in a better way.
Simply put, it tells search engines what you offer in your website content. After understanding it, search engines pass this info to all those users who are searching for a similar thing.
When you add schema to your webpage, it creates an improved rich snippet (description) that appears in the search engine results. However, many websites are failing to take advantage of this opportunity.
Big daddies of the search engine world such as Google, Bing, Yahoo, and Yandex were the first to collaborate in 2011 to create schema.org.
Rich snippets make your web pages appear notably in search engine result pages (SERPs). The enhanced visibility is directly linked to augmenting click-through rates.
According to ACM Queue study, not more than one-third of search results in Google has rich snippets with Schema markup. This means there is a vast opportunity for those who are not using it or thinking of utilizing it.
How does schema work?
If you choose number 2, referring to the number of products left in stock, without using schema, Google will not be able to understand what this number means.
It can misunderstand as a phone number or even the cost of the product. If you want your customers to know that only 2 pairs of shoes are left in the stock, then you should implement schema markup.
What is schema markup used for?
Schema helps search engines understand your site and its content in a better way. It pops out your website when a user tries to find the answer to a specific query.
Schema markup is used for products, reviews, people, businesses, videos, recipes, events, organizations, etc.
If you have already spent a lot of money on a business marketing campaign and it is not delivering the expected results. Then schema markup can increase your business’ visibility in search engines.
Significance of schema markup for your website SEO
Early on, schema markup was considered structured data for any site, but now Google has included it as part of the ranking algorithm. This very reason hints that schema markup is one of the potential factors that increase website visibility.
But surprisingly, only 31.3% of websites are utilizing this. That is why we want you to understand the importance of schema markup in boosting your web ranking.
Let’s dive in:
- Offers extensive rich snippets
Schema markup enhances the look of your web pages, making them informative and engaging in search engine results with images and snippets. Users are more attracted to appealing results in search engines. Structured data markup displays the accurate info that you want to share with your users on the rich snippets of your landing pages. It helps you in more organic traffic generation and boosts your SEO.
- Powers organic click-through rates
Extensive rich snippets can increase click-through rates. Schema markup for rich snippets makes your landing pages indexable with help of targeted meta tags, so we can say that it offers an indirect SEO advantage. Click-through rate, bounce rate, and time on site are some behavioral data that help you analyze the effectiveness of your SEO.
- Differentiate your business brand
There is no shortage of schema markup varieties that can be implemented on different types of website pages. Structured data displays details such as logos, customer care, contact details, blogs, and social media accounts in search engine results. It helps search engines easily understand what type of product or services you offer your user. This helps in distinguishing your business brand from others.
- Lifts your website SEO
Some say that schema markup is not a true SEO practice. However, nobody can deny that schema implicitly helps in improving the ranking of a website. As we have already mentioned, structured data improves rich snippets that ultimately bring organic traffic to your business site. Schema also helps various search engines understand your web content to improve ranking and index your site. We can say that good schema markup leads to better SEO.
- Easy event or sale promotion
Schema markup proves to be very beneficial in promoting various events in search engines. When a user conducts local inquiries such as ‘restaurants near me or ‘repair shops near me in the search engine. Here structured data helps your business pop up in the search results along with info such as contact details, price, venue, and timings. This helps your business generate organic traffic to your site and improve click-through rates.
How does schema complement SEO?
SEO and schema markup works parallelly. Schema improves the results of the effort you put into SEO. It boosts the ability of search engines to crawl and index your business website. The speed of crawling and indexing of web pages helps in getting improved results from your SEO efforts. Not all websites have rich snippets, so implementing schema markup will surely improve your site’s visibility in the search results. Schema markup also enhances user experience.
You can implement schema markup for events, restaurants, blogs, online products, articles, receipts, etc. It is easy to apply schema than it seems. You can produce schema using Google’s structured data markup helper by following the below steps:
- Choose a schema type you want to use, for example—series episodes or reviews on books.
- Paste the URL of the page to implement it.
- Click or highlight the fundamentals on the web page.
- Choose a feature from the drop-down set menu. For instance, you can select the highlighted part as image, name, offer, etc.
- Once you are thru with the above steps, you can click on ‘Create HTML’ to make HTML structured data.
- Now download this HTML structured data and apply the markup on your business site via source code or CMS.
By implementing schema, when search engines will crawl your web pages all over again, they will notice the alterations you have applied. You will experience the effect of schema markup implementation on your site. You would see rich snippets in the search engine results.
A quick tip: Whenever you apply schema markup, consider your users. Analyze which type of schema would help them best and provide them with the most value. Once you find this answer, choose and implement your schema markup accordingly.
Final thoughts on scheme
Schema markup and SEO have multiple layers. Understanding both might take a little time, but it should not stop you from getting started with your website.
Structured data helps you improve your rich snippets. If you properly implement structured data to your site, it can support your web authority and ensures that your content is well interpreted across all search engines.
You can begin with basic structured data and create your own niche-based schema to get the best outcome.
A site with a schema markup ranks four times better than those that are not implementing it. Without schema markup, it is difficult to get better SEO outcomes and improve your ranking in search results.
To our surprise, only a few websites are taking advantage of this SEO technique. However, it gives you a good opportunity to implement schema in your web pages and speak to your users in the most relevant manner.
Incorporating schema into your landing pages is one of the best practices that pays off over time. We hope that all your doubts and fears regarding schema markup have been addressed in this post.
Now pick what type of schema markup works for your business, include relevancy in it, and experience the improvement in your ranking.
- How can Schema Markup Improve your WordPress Site SEO? - November 28, 2022