Search engines can’t see and read content like humans do, so they need an alternative method for interpreting a page’s content. This is where schema markup comes in. So, if you’re new to marketing or you’re just not familiar with schema markup, then here’s everything you need to know.
Schema markup is structured data that is added to a webpage’s HTML code. It translates your web content into a format that search engines can understand. In turn, this improves the way your page appears in the search results as Google can use this data to display rich results - listings with additional features like review ratings, images, stock levels, prices, and opening times.
For example:
This search result for IKEA chairs includes an image, store rating, prices, delivery times, and even information about returns. The additional information can help your listing stand out in the search engine results page (SERP).
Whereas without Schema, it will look something like this:
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The are a number of benefits to implementing schema markup:
The additional information and visual elements can entice customers to click on your listing, improving your overall CTR.
When a search engine comprehends the content on the page, it can categorise your content more accurately, which can increase your chances of ranking for relevant keywords.
Local schema markup can ensure your name, address, and phone number appear correctly in local search results, which can boost clicks, traffic, and conversions.
There are over 800 schema types available on schema.org, so we won’t go through all of them. Here are a handful of the most commonly used schema types:
There are a few format options when it comes to implementing schema markup.
Some content management systems such as WordPress have plugins that allow you to add structured data without touching the code. Thankfully, it's simple to add schema markup if this isn’t an option. The easiest way to do it is by using Google’s markup helper. Here are the steps:
Choose the data type that best fits the purpose of the page. Then enter the page’s URL.
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Tag the data appropriately by highlighting the text or an image. For example, tag the title as ‘Title’.
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Once you have finished tagging your data, click the ‘CREATE HTML’ button on the right.
It will be set to JSON-LD as default but you can change this to Microdata using the drop down provided. Once you have your desired format, simply highlight the text and right click, then select copy.
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All that’s left to do is add this section of code into the <head> section of your webpage’s HTML.
It’s important to make sure that everything is in working order. You can do this by using Google’s rich results test or to validate generic schema (not Google-specific) you can use validator.schema.org instead.
To do either of these, simply enter the URL of the webpage you wish to test.
Whether you're a local business, eCommerce site, or an online publication, schema markup is a great way to improve your rankings, visibility, and click-through rate. Although it is straightforward to implement, if you would like a hand with structured data, or need guidance with your wider SEO strategy, then get in touch with us today.
