Schema markup is one of the most powerful SEO advancements available today. This smart tool works on providing users with more specified search results that can boost the ranking of your website on search engines results pages (SERP) to help you achieve the ground-breaking online presence your business needs.
Understanding the Schema Markup
It’s a collection of specific tags that can be added to HTML to markup web pages for the major search engines. It was invented to provide better and more detailed search results for users. Search engines rely on this markup to improve the display of SERPs. This semantic vocabulary that you put in your website tells search engines what your data means and not just what it says.
To simplify it, schema is more or less like a road sign along the side of a highway that tells the driver where exactly to go to arrive at their desired location.
When applying this tool to your website’s content, you will not need to learn a new programming language. Schema.org, the website of schema markup, is a form of inter-industry collaboration project that was conducted by Google, Bing and Yahoo.
This efficient tool is not only for websites, but it can also be used to enhance the ranking of TV, radio and video on SERPs.
How it makes your content more clickable
A search engine pulls data from the schema markup and generates what is called a rich snippet of information for the search engine results page. You can think of it as a library where all books are categorized to make it easier for you to know where exactly to look for your desired book. This is what schema does more efficient and relevantly regarding the search query.
Not all information has to use schema markup, but it is recommended that you mark up as much as you can to help the search engines understand your content and present it in the most useful ways for the users.
For example, when you search for IMDb the search results will look like this:
The schema markup told the search engine in this case to display the ratings, votes, and whether the app is free or not.
In search engines, published content is indexed instantly in Google SERP, but when using schema markup this process gets carried out more swiftly. The markup will tell the search engine exactly what your content means.
Why you should markup your content
The purpose is to pave the way for search engines to better determine whether your content is relevant to the user’s search queries or not – since it specifies the exact type of data you have on your website. This will ease the process of comparison with other pages that have similar data and help rank you higher.
There are hundreds of markup types: articles, products, local businesses listing, events, TV episodes and ratings, movies, book reviews, software applications, and restaurants.
According to Kissmetrics, websites using schema markup rank better than the ones who don’t. In the same time, one-third of Google’s search results include rich snippets, which contains schema markup.
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