Has the phrase schema mark-up left you scratching your head? You’re not the only one. Schema mark-up is a term that is being thrown around the SEO and digital marketing world more and more frequently. It’s the latest form of SEO optimisation but also one of the most under-utilised tools to boost websites in search engine results pages.
In the simplest of terms, schema mark-up is the language of search engines. Metadata is added to the existing content of a website and tells search engines what is on the page and what category this information falls into. This data allows search engines to quickly provide their users with results that match their specific search requirement.
How does schema data work?
Schema data is applied to the content of a web page to define exactly what it is and how it should be categorised. Schema data and attributes can be added directly to the HTML code of an existing web page to provide the search engine crawlers with additional information on the content and context of the page. The data is placed in between the content of a page to define exactly what it is and how it should be treated.
Search engines are very clever, but they are not human. Sometimes they struggle to understand the relevance of the search term to the search if the term has more than one meaning or interpretation. Schema data acts as a helping hand.
Improve your search engine positions
Including schema data in your HTML code can assist search engine crawlers and allow them to interpret the content of your pages more effectively. This, in turn, can increase your visibility and search engine position. Schema mark-up is all about making your page visually pleasing to attract user’s click.
There are a few key reasons why schema mark-ups are used, these include:
- Providing search engines additional content about what is on the page
- To get answers featured as a rich snippet
- To earn Google Stars in the search engine results pages
Each of these outcomes require a different type of Schema and set of fields to execute, but when done properly the results can considerably increase search engine positions and click through rate. However, it is important to note that schema data isn’t a quick win to gain search engine positions but makes it easier for search engines to find and present your content.
Benefits of schema mark-up
Schema mark-up is all about making your page visually pleasing to attract user clicks. It assists search engines to interpret the content of your page easily and ensure that each search result matches the search query.
Businesses are increasingly incorporating schema mark-up into their content because of the benefits it provides in gaining search engine visibility including:
- Help local SEO: Schema allows local businesses to clarify to search engines what their business is about, what services they offer, opening hours and how to contact them. For example, your mark-up may explain that you are a male barber and not a hair salon, or that you sell Apple PCs and not the fruit.
- Create rich snippets: Schema mark-up shows snippets in the search results when content from your website is shown in the search results for relevant keywords. These rich snippets help to make your web pages look better to search engine users and typically increases the chance that searchers will click your link.
- Boosts online presence: Schema mark-up incorporates the use of rich snippets and images which helps increase the online presence in search engine result pages. This helps improve the click through rate, thus driving quality traffic to your website.
- Improve search engine position: Categorising words and phrases in your website’s HTML with schema mark-up helps search engine crawlers to understand the content on your pages. This helps your website stand out in the organic search results.
The future of schema?
Many businesses and websites are yet to take advantage of schema data and the benefits it can bring. Schema mark up does not appear to be disappearing any time soon, so now is the ideal time to get ahead of the competition and start now.
Schema is not a quick fix SEO technique, instead, it is a way to make it easier for search engines to find and display your page in an engaging way, which in turns boost its visibility. We can help optimise your schema data, and get ahead of your competition so get in touch.