If you’ve got great content on your website, you want people to find it in an organic search. This is where schema markup comes in really useful. Also known as structured data, it is a semantic vocabulary that is implemented through a special piece of code which is added to your HTML. This code communicates information that will help a search engine understand what a page is about and how it appears in SERPs. It’s beneficial for SEO  because it can improve organic search visibility and as a result help increase click-through rates and website interest.

So what’s it all about? 

If structured data is implemented correctly it can enhance search appearance. It does this by adding images and extra information to search snippets. This is useful because studies have shown that people tend to click on results that provide more information. This should improve search ranking in the long term as search engines such as Google will see this as a good page. Page quality being an important aspect of search ranking. Plus the extra markup will help a search algorithm to better understand a page and therefore increases its chance of being presented in SERPs.

Examples of schema markup

Markups can be used for a whole host of things, recipes, events and products or simply to provide more information. Try searching for a recipe you will probably be presented with something like the following example:

Schema Recipe Example

Here are a few  of the most popular main categories:

  • Product
  • Event
  • Place
  • Organization
  • Person
  • Creative work

Product schema

Product schema is good for eCommerce, it helps the search engine understand the purpose of a web page. It makes it easier to match a search query to the product description if they match.

Site search markup

Site search Markup ads a search box under the search results. this provides a choice of links enabling the site to be searched first so that the best choice of page can be clicked on. This is good for analytics as it weeds out irrelevant clicks and therefore irrelevant data. Also good for SEO as the bounce rate should be less.

Event schema markup

This markup provides extra information for example on events, concerts, lectures and festivals.

Schema article markup

Used for news and blog articles. It makes it easier for a search engine to match to a query and provides a snippet before the link is clicked.

Here we have mentioned just a few examples of how you can use schema, there are a whole host of other types of markup. You can find more information at  who provide information on how to organise your structured data and the latest updates.

For help with structured data or for more information about search engine optimisation please get in touch here.

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