Schema Markup for SEO: Making Search Engine’s Understand You Better
“Just ’cause you can’t eyeball it, don’t mean it ain’t the cat’s pajamas.”
What is Schema Markup?
Schema markup, also known as structured data, is a code added to webpages to help search engines understand and display content more effectively. By providing context, it enables search engines to show rich results, enhancing visibility and click-through rates. It’s easy to overlook because it doesn’t show to human users, much like other technical issues with your site.
Importance for SEO
Schema markup doesn’t directly impact search rankings but offers significant benefits (according to Google, but we don’t take anything Google says at face value here).
Enhanced understanding by search engines through the use of Schema Markup.
While Search Engines have improved in their ability to understand the raw data of a web page, they are still machines. The small, structured snippets of data, helps search engines grasp the context of content, leading to better relevancy in search queries and increased traffic.
You’ll also see improved appearance of pages with rich snippets, like images, ratings, and reviews. Letting you stand out in search results, boosting click-through rates.
Finally get a competitive edge. Since many websites still don’t use schema markup, implementing it provides a distinct advantage over much of the pack.
Types of Schema Markup
There are various schema types supported by Google, each serving different content needs:
• Product Markup:
Details about products such as images, ratings, prices, and availability. Mandatory for e-commerce sites.
• Review Markup:
Displays star ratings and reviews, beneficial for products, services, and businesses.
• Article Markup:
Information about articles, including title, image, author, and publication date, useful for news and blog posts. The biggest use case of this is for Guest Posts. By clearly outlining who the author is, you can benefit further from their experience and authority in the field.
• Course Markup:
Details about educational courses, including title, description, and instructor information. Very similar to Article Markup in purpose.
• Organization Markup:
Comprehensive information about an organization, such as name, logo, contact details, and social profiles. Important for establishing your brand across the web, especially when you reach the level where you start seeing branded keyword searches for you.
• Local Business Markup:
Information about local businesses, including name, address, phone number, and hours of operation. Works hand in hand with an established Google Business Profile to cement your local business. For more about Google Business Profiles, see our dedicated post about them.
Implementation Methods
Since Schema is an open standard that is not controlled by a single entity it has various ways of implementing it. However, JSON-LD has become the standard, due to Google’s influence and size.
Three primary methods are used to add schema markup:
• JSON-LD: A JavaScript-based method preferred by Google for its simplicity and ease of maintenance.
• Microdata: Uses HTML tags and attributes; easier for those familiar with HTML but can be verbose.
• RDFa: Similar to Microdata, uses HTML tags and attributes but is less common.
Steps to Implement Schema Markup
Schema has become easier to set up over the years, however, it’s exact implementation changes from platform to platform. The most common Content Management System, WordPress, has a plethora of plugins, free and paid. Other platforms and Content Management Systems will require different steps to implement.
• Select a Data Type: Choose the appropriate schema type relevant to your content.
• Use a Tool: Utilize tools like Google’s Structured Data Markup Helper to create your schema.
• Generate HTML: After marking up your page, generate the HTML code in JSON-LD format.
• Add to Your Page: Insert the generated code into the `<head>` section of your HTML.
• Test Your Markup: Use tools like Google’s Rich Results Test to validate and ensure your schema is correctly implemented.
