Schema markup, one of the latest evolutions in search engine optimization (SEO), could very well be the biggest SEO opportunity your business is missing out on.
Our goal in this article is to show you exactly what schema markup is, why it’s important, and how it can help boost your website in the search engine result pages (SERPs).
What is Schema Markup?
The Schema, Microdata, and Structured Data Distinction
Structured data is website code written in a format that tells search engines the purpose of the content on a webpage.This helps search engines serve the content to the right users, using appropriate presentational features.
Microdata tells search engines what the page elements are. In other words, microdata gives labels to individual content chunks. And then a search engine will highlight these chunks in searches. For example, we may use microdata to tell Google that a chunk of content is an author description, and another chunk is a list of customer reviews.
Schema is a type of microdata. Schema.org, the website for schema markup, was created by a collaborative team from Google, Bing, and Yahoo. It provides a particular set of agreed-upon definitions for microdata tags that tells the major search engines what to do with the data on your website. Just like scientific names allow people throughout the world to communicate unambiguously about animal species, schema markup gives web designers and marketers universally agreed upon data for their web content. Schema Markup is not a direct ranking factor but it is one of the best practices for higher click-through rates.
Why It Matters
High-quality SEO is crucial for brands to create positive UX by being more navigable and building trust on the web. Strong SEO helps businesses increase their web traffic, retaining current customers and attracting new ones.
How Does Schema Markup Improve SEO?
Schema markup can add significant value from an SEO perspective.
When you put schema on your website it helps the search engines return more informative results for users. More specifically, the addition of schema markup to your HTML enhances the way your website displays in SERPs by improving the rich snippets shown under the page title. The addition of these snippets tells the search engines what your data means, not just what it says. Schema markup, like search engines, exist for users to gain the information they need. And when it comes to ranking your website on SERPs, there is no denying that user experience (UX) is one of the most critical factors.
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 it. A different study found that 36.6% of search keywords bring up at least one featured snippet that’s derived from schema markup. This frequently includes “0-ranking” featured snippets at the top of search results.
Right now, only one-third of Google’s search results incorporate rich snippets, which includes schema markup. This means that less than one-third of websites use any at all. But there are hundreds of schema markup types you can use to boost your website search results—if you have a business, there’s a solid chance Schema.org has markup you can use. There is data markup for…
- Local businesses
- TV episodes and ratings
- Book reviews
- Creative work
Many websites are missing out on a huge source of SEO potential. If you use schema markup, you’ll automatically have a leg up on the majority of your competition.
Before you can take your brand’s marketing to the next level, you NEED to understand Schema markup. But if you don’t have an in-house SEO professional to help you trudge through the muddy waters, it can be difficult to implement properly. Fortunately, Rein can help! We have mastered the ins and outs of using Schema markup and understand how to grow your website traffic.