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What is Schema Markup, and is it a ranking factor?

A few SEO clients right now are in the e-commerce space, and that’s inevitably got me thinking about schema markup. So here it is, a quick introduction to the world of structured data, and everything a small business owner needs to know about it. Most importantly, is it “an SEO thing” and does it have an effect on rankings?

We are all trying to boost our website’s rankings, and one term getting a lot of attention recently is “Schema Markup.” But what exactly is it, and does it hold the key to improved search engine rankings? In short, it’s a type of structured data, that gives Google snippets of data about the content of a page, some of which they might decide to display (or not). Let’s take a closer look… 

The Basics of Schema Markup

Schema Markup, or just Schema, is a type of structured data, embedded on your website, that helps search engines provide more information for users in the results. Essentially a language that helps Google understand the context of your content. It’s a top-down process, which starts at a high level; a “thing” can be a “person” or an “organisation” for example. A “webpage” can be a “product” or a “service” and in turn, they can have “price” or “availability” these are called properties; a list of all possible attributes.

How Does Schema Work?

Imagine you’re planning a trip and searching for a local restaurant. With Schema Markup, search engines can deliver detailed information; opening hours, star rating, price range and even the type of food. Before schema.org this information would only be available on the page, now it can be displayed in the search results.

Types of Schema Markup

There isn’t a “one-size-fits-all” Schema Markup for every business or every website, it depends on what you do. There are various types of data catering to different industries and content types. You need to know which markup to use for your business if you want to maximise its benefits, you don’t to get this wrong, research your data types at schema.org… 

Local Business Markup

This type helps search engines display relevant information about your business, location, contact details, and customer reviews. It’s a subset of “thing” “organisation” and “place” so inherits their properties. There are many further subsets, including “Automotive Business” “ChildCare” and “Dentist.” Check out https://schema.org/LocalBusiness… 

Product Schema

Product schema is the one people are most familiar with. It’s one of the longest running properties and we know that Google really likes it. There’s a lot of information about a product, and the data can get very specific, clothing for example, has “brand” “category” “size” and many more. Check out https://schema.org/Product… 

 

What is Schema Mark-up - Product Schema

 

Other Types of Structured Data

Article Schema Markup 

Perfect for businesses with blogs, a subset of “Creative Work” this markup helps search engines understand the structure and topic of your articles. Check out https://schema.org/Article… 

Person Schema Markup

For businesses where personal branding or individual expertise is significant, person schema markup allows you to provide details about key individuals associated with your business. I use this for small business about pages run by individuals. Check out https://schema.org/Person… 

FAQ Schema Markup

Frequently Asked Questions (FAQ) markup enables you to highlight questions and their answers on your website. This can enhance the visibility of your content on SERPs because Google uses it to generate sitelinks. Check out https://schema.org/FAQPage… 

Schema Markup, SEO & Rankings

Is schema a ranking factor? Let’s ask Google…

“Schema is not a ranking factor. Schema, help Googlebot make sense of page content more easily and quickly. It also provides information transfer to snippet areas in the SERP. Using the correct Schema for your pages is very important in terms of making sense of your content.”

See how contradictory this is? Google uses structured data mark-up to understand your page. For me, the better your page is understood, the better your chances are of ranking that page. So I would say, yes schema is a ranking factor !!

Structured Data Implementation

First, use the links above and choose your properties. Then it gets even easier. Use a tool or a WordPress to add the code to your site. We use RankMath SEO, but go check out the right solution for you. Lastly, test that your code is working correctly using the schema.org testing tool. Maybe do this before you start as well, if you’re on Shopify for example, product schema may be added automatically.

Schema Markup… a quick & easy SEO win

incorporate Schema Markup; you’re not just making it easier for search engines to understand your content, you’re creating a user-friendly experience for potential customers. It’s quick, it’s easy and it can really move the dial for your business. If you need help with this, give us a call and we’ll have a chat about schema.

What is Schema Markup, and is it a ranking factor

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About Adam Bermingham

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