You may have heard of Schema markup but probably don’t really understand what exactly it is and why you need it. Well let’s dive in and take a look at what it is and why you should be using it as part of your SEO strategy for your business.
In 2011 the top search engines collaborated to create Schema.org which is essentially a form of markup that can be used to help the search engines understand the content of your web pages as well as improving the appearance of your search listings.
How is it used?
To help you understand a bit more about Schema let’s take a look at some of the common uses and applications.
- Type of business
- Address details
For almost all businesses the obvious starting point is to use Schema to markup your company’s address details and type of business. This can help the search engines to show accurate address details in the search and map listings as well as understanding the industry that your business is in. In the example below the listing shows a combination of recipe and review markup.
Reasons to use Schema
Which of these two results would you be more likely to click on if you were looking for a recipe for a lamb hotpot? Even though the recipe from Netmums is ranked lower we’d be willing to bet that a lot more users would actually click on this result compared to the higher ranked recipe from Booths. As well as showing an image of the hotpot the Netmums listing also features a good user rating.
Another reason to implement Schema markup for your business is that according to various studies only around a third of the websites on Google are currently using Schema. This means there are a lot of opportunities for gaining enhanced listings on the search engines that will really stand out.
It’s obvious to see that there are clear benefits from using Schema markup. Not only does it help your listing stand out in the search results but it also helps the search engines understand more about your pages.
There are many tools available to help you get started using Schema markup on your website and one of the best resources is the Schema.org website. If you’re not comfortable editing HTML code then it might be best speaking with your web developer who should be able to help.
For those that are comfortable editing their own code then don’t forget to use Google’s Structured Data Testing Tool. This will help to make sure that you’re markup is working and can be understood by the search engines. So there we have it, a quick guide to Schema markup and why you should be using it to markup your webpages.