Schema Markup

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Schema Markup

Schema is a structured data markup that provides search engines with additional information about content on the web by defining precisely what it is. Schema was developed collectively by a group of search engines, which means that marking your page up with this code will help your page across multiple search engines, including Google, Bing, Yahoo, and the Russian search engine, Yandex.

You can use schema to indicate a variety of different parts of your web page and to highlight several different types of content. For example, some of the most common selections are:

  • Organization
  • Product
  • Local business
  • Events
  • Store hours
  • Reviews
  • Creative work type (such as Article or Blog Post)
  • Job Postings

Getting started with schema has also become relatively straight forward with Google’s Data Markup helper. Enter the URL of the page you wish to tag, and it will walk you through the steps of adding the appropriate code to the page.

Schema has the potential to add valuable information to your website. It will help search engines better classify the information on your page, and increase your chances of getting your content displayed in a rich snippet.

Does schema help SEO?

Yes, schema can help SEO, as do rich snippets. Google offers both rich snippets and rich cards for certain types of results. Depending upon the type of result, these features might give users more information or make your particular result stand out in some way. Currently, the rich features supported by Google are:

  • Articles
  • Local businesses
  • Music
  • Recipes
  • Reviews
  • TV and Movies
  • Videos

What are rich snippets?

Rich snippets are pieces of code that webmasters can add to their website in order to make their search engine results appear more eye-catching and detailed. They allow for a richer presentation of the page in search engine result pages (SERPs), often including an image, rating, reviews and even the estimated price of an item. Rich snippets are important because they help webpages to stand out from the competition, making them more visible to potential customers. As a result, they can lead to increased website traffic and increased conversions. In addition, they help search engine users find exactly what they are looking for quickly, as well as improve the overall user experience.

How do I use schema markup?

To start using schema, first determine what type of markup is most appropriate for your content. There are currently 797 Types, 1457 Properties, 14 Datatypes, 86 Enumerations and 462 Enumeration values supported by markup. 

Once you have determined the right markup, add it to your code. Test your markup using the Google Structured Data Testing Tool to make sure that your data has been implemented correctly. 

Markup is a valuable tool that helps you communicate better with search engines while also taking advantage of every available opportunity to maximize the appearance of the site on the SERPs. Companies should be familiar with this system of data markup so they can optimize their site on every level.

Related: Rich snippets