Last Updated in August 2021 by Lukasz Zelezny
Schema markup is a way to highlight the schema of your website. Schemas will allow search engines like Google and Bing to understand better what your site is about, leading to higher rankings on SERPS. In this blog post, we will cover six things you need to know about schema markup for SEO: what it is, how it works, how you should implement it on your site, when schema matters, why schema matters, and does schema help SEO?
What is Schema Markup for SEO, and why do I need it
In this blogpost
Schema markup is a form of structured data that helps search engines better understand the content and specifics of your website. The schema tags will help with SEO rankings because they provide valuable information such as title, description, etc., to Google’s crawler when indexing your site. With schema, you can also instantly create rich snippets in SERPs so that you show up higher in search engines for your targeted keywords.
You can use schema to markup different types of information such as recipes, reviews, and products. You could also create a schema for your company like an events calendar or product catalogue that will make it easier for people to find what they need on your site if they don’t want to go through pages of content any more than necessary.
Whatever your schema needs are, schema markup can be a powerful tool for optimization, and you should consider using it to your advantage.
How to create a schema markup website map
A schema markup website map is a simple but effective way to tell Google and other search engines what your pages are about so they can index them more appropriately. You provide the schema markup code for each site page you want maps on (usually one per page), then add some description text in the source code that describes what’s on the page.
Google and other search engines will then use the schema markup on a website map to better understand what pages are there, how they’re related, and which content is more important than others—helping those searchers find exactly what they need much faster.
Why you should use Google’s Structured Data Testing Tool kit
Google’s Structured Data Testing Toolkit is a search engine schema markup validation tool that will help you identify issues with your schema code and provide suggestions to fix them. It also enables you to find opportunities where schema may not be used but could benefit the page result in Google Search.
Running this test before submitting your site for indexing can reduce manual review time and help you quickly submit a schema-validated site to Google. It’s worth noting that schema markup is not a ranking factor, but it does help to improve the overall search experience for people searching in Google.
For example, when someone searches on mobile and clicks through from the news carousel at the top of their phone screen, schema helps us show them more information about who created or shared content they’re viewing. Schema markup can also help us provide the author’s social media profiles and a prominent link to their contact page if they have one.
How to implement the correct metadata in your HTML code
Schema markup can provide schema information to web crawlers, such as Googlebot. Search engines use this schema to understand better how a web page’s content relates to its surrounding context.
Google recommends using schema for articles on blogs or news sites with updates from reporters about timely events. Google can use this schema for various purposes, including providing schema information about the author or working to aid content discovery and navigation.
There are different types of schema markup that you can use on your site: HTML bi-directional schema, microdata, JSON-LD, etc., but we will focus on schema.org properties that can use to provide structured data about your content or other web pages you are linking to from within the body of a webpage.
Schema.org is not limited in use for SEO purposes, though – it will also assist crawlers and bots with indexing information found on sites, making them more discoverable.
The importance of using keywords, descriptions, and other headings when implementing schema markup on your site can
It can’t be stressed enough. That’s why schema markup is so essential for SEO because it tells Google what your site is about and how to best rank you in SERPS.
- Schema Markup Tags: The tags that are used with schema markup are header elements (h), article elements (article), business name or address (b), schema type (ask), and schema id.
- Keywords: The keywords included in schema markup tags should be the primary ones for your site since they will define what Google considers to be important on a page.
If you have an eCommerce store, it’s more than likely that those would be your top keywords!
- Description: The schema markup tags can also include a description of the content. This should be no more than 160 characters, but it depends on what you include in your website’s schema as to how much is needed.
What are some examples of websites with good schemas that you can look at for inspiration or tips on implementation?
Google.com schema markup example:
This is just a basic schema, but it does its job. Google includes plenty of information in the schema that will help search engines and users find what they are looking for on their website. The title tag also appears to be optimized with keywords about the page’s content, which can contribute to search engine optimization.
The schema markup on this page tells us that the website is a blog post, it has two authors (Gwendolyn and Joyce), the date of publication was March 27th at 12:00 pm EST, there are comments below with an aggregate number of one hundred eighty-one people commenting so far on the article, and the schema also includes tags for SEO, marketing, social media, and business.
This schema.org page does a fantastic job of including information that can be used by both search engines and humans looking for what they need to know about this article.
Implementing schema markup on your site can help you achieve a higher ranking in SERPS, but it’s also essential to ensure that the content is current and makes sense. It would be best if you used tools like Schema App, which will not only show you how well your website is doing with implementing these best practices but could even generate some new ideas for topics to publish about. When implemented correctly, an SEO strategy using schema markup can be a powerful way to get the most out of search engine optimization efforts.