The mindset and mentality of the searchers are
continuously changing. The thirst for immediate results on all their search
queries makes it compulsory for the major search engines that the information
they provide cannot afford to be irrelevant.
The search engines are getting increasingly sophisticated
but still can’t interpret or understand a web page the same way a human being
is can. In order to provide the best search results possible to the searchers,
popular search engines of the world such as Google, Bing, Yahoo and Yandex have
come up with an ingenious solution called Schema markup.
What Exactly Schema Markup is?
Schema is a markup vocabulary for structured data that is
created in collaboration of Top search engines – including Google, Yahoo,
Microsoft, Bing and Yandex. When integrated on the website, it provides
relevant parts of a webpage in the form of rich data and rich snippets.
This markup will make the returned results page more
informative and increases click-through rate. Adding structured data gives
context to a web page. Various elements such as images, dates, reviews and
opening hours can be defined separately through Schema markup.
Also Read: How to avoid traffic drops during a redesign of a website
How does Schema Function?
Whenever a search engine crawls a certain website, it originally
tries to get the idea of the content of the website, its layout and its
navigation. Schema markup not just tells the search engines’ crawlers what the
webpage says but also assigns meaning to the content.
The Schema markup contains attributes and elements that
can be integrated directly to the HTML code of a web page. A search engine can
easily understand and read the content of a webpage when it is marked up with
What describes Schema?
Whether it is product or reviews, structured data can be
utilized to markup various sort of items. Additional information that can be
provided by using Schema markup are:
Products & Offers-
owners can easily markup their products, special items and lucrative offers on
their webpages. While a search is executed that includes any of the following
queries, the crawler will take the searchers to their webpage.
It is an excellent way to grab the attention of the
customers and increase traffic to your website. As an example, when someone
search a product with the following keywords “25% discount on floral dress” or
“best offers on sports shoes”, if the words in bold are marked up, the searcher
will see the result of your website first.
Making an event popular and letting the people find all the information about
the event can be done by integrating Schema on the official webpage of that
event. Charity events, dance shows, sporting events and many more can be
described by Schema.
It is hugely effective especially for targeting local
audience. As an instance, when someone searches an event with the following
keywords “musical events in Sydney” or “donation events in Minnesota” he/she
will get the complete information furnished in your website. Schema markup is
highly effective for the promotional purpose.
Videos- Basic how to do videos,
training videos or personal videos can be marked up to make it more popular. You
can apply several filters that Schema offers for information and give search
engines a greater understanding of your video. For example when someone
searches “fitness training video” or “tutorial video on photoshop” they will
find your videos easily.
Reviews- Business owners can
highlight the testimonials, on-page reviews and comments of their customers
using Schema. Consumers have become more selective and skeptic before making a
purchasing decision, they usually take help from review sites like Glassdoor,
Yelp and UrbanSpoon to form an idea about the service and product of a company.
Reviews drive business, so if you integrate the reviews
of your company published in those sites you can enjoy a lot of exposure. Lets
say XYZ is the name of a company, use the markup in the following way “Yelp
review of XYZ” or “Glassdoor employee review of XYZ”. It will help to convert
TV Episodes with Ratings- By
wrapping markup around your special episodes of television shows with ratings
is a brilliant idea to make it more popular and enhanced its viewership.
Practically channel operators can use it to promote a new show or offer
information about their popular shows. For example, when someone searches for
“Latest ratings of Friends Season Three”, they will find the ratings easily.
Location- Businesses can mark up their phone number, location on
Google map, address, operating hours and off days. It will boost the visibility
of your local SEO.
Apart from the following things other content types that
can be wrapped up by Schema are:
Recipes and More.
Benefits of Adding Schema Markup
Using Schema markup helps one to achieve better ranking
in the SERPs comparing to the companies without markup, and this is a proven
fact. Till date, no concrete evidence has been found that indicates this markup
improves rankings. However, it has been witnessed that a website could gain
considerable amount of click-through rate when it uses more extensive rich
snippets created by using Schema markup.
A searcher can quickly realize whether the content on
your site is what they are searching for is an excellent way to grab real
people genuinely interested in your products or services. Before adding schema
to your web pages, it is advised to clearly figure out ‘Item Type’ of the
content on your web page to get excellent results.
Also Read: 5 Ways to Make Your Website More Professional