Schema markup is code (semantic vocabulary) is a structured data vocabulary that you add to your website to help the search engines return more informative results for users. It is used to create rich snippets in search engine results pages.
Schema itself is a language used to represent data; being structured data.
Schema markup is important for SEO because it can help your website appear higher in search engine results pages (SERPs). In addition, schema markup can improve the click-through rate (CTR) of your listings, which can lead to more traffic and conversions.
Here are five detailed areas on schema markup and why it is important for SEO:
1. Schema Markup Helps Search Engines Understand Your Website Content
One of the main reasons schema markup is important for SEO is because it helps search engines understand your website content. When you add schema code to your website, you are essentially providing structured data that tells the search engines what your content means. This can be helpful for both indexing and ranking your website content.
2. Schema Markup Can Improve Your Click-Through Rate (CTR)
Another reason schema markup is important for SEO is because it can improve your click-through rate (CTR). CTR is a metric that measures how often people who see your listing in the SERPs click on it. A higher CTR usually indicates that your listing is relevant and useful to searchers, which can lead to better rankings over time.
3. Schema Markup Makes Your Listings More Visually Appealing in the SERPs
In addition to helping improve CTR, schema markup can also make your listings more visually appealing in the SERPs. This is because schema code can be used to create rich snippets, which are small pieces of information that appear beneath your listing in the SERPs. Rich snippets can include things like ratings, reviews, prices, and other information that can help your listing stand out from the rest.
4. Schema Markup Can Help You Rank for Featured Snippets
Another benefit of using schema markup is that it can help you rank for featured snippets. Featured snippets are special boxes that appear at the top of the SERPs with information about a particular topic. They are often pulled from websites that have used schema code to mark up their content. If you want a chance to rank for featured snippets, then using schema markup is a good idea.
5. Schema Markup Is Becoming Increasingly Important as Google Continues to Evolve
Finally, it’s worth noting that schema markup is becoming increasingly important as Google continues to evolve. Google has been adding new features to the SERPs that make use of structured data, such as Knowledge Graph cards and carousels. As Google continues to add new features like these, it’s likely that they will give preference to websites that use schema markup.
Simple examples
From basic breadcrumb schema to organization schema, there are simple easy schema markups you can add to your website. There is also schema markup that is suitable for everything from creative works such as books (https://schema.org/Book) and online courses to news media organizations and postal addresses (https://schema.org/PostalAddress).
e.g. Application/ld+json
<script type="application/ld+json">
{ "@context" : "http://schema.org",
"@type" : "Organization",
"name" : "Org Name",
"legalName" : "Org Legal Name Pty Ltd",
"url" : "https://www.organisationurl.com.au",
"logo": "https://www.organisationurl.com.au/images/Logo.png",
"foundingDate": "2022",
"address": {
"@type": "PostalAddress",
"streetAddress": "Street",
"addressLocality": "Suburb",
"addressRegion": "VIC",
"postalCode": "3000",
"addressCountry": "AU"
},
"contactPoint": {
"@type": "ContactPoint",
"contactType": "Sales",
"telephone": "[61 1300 000 000]",
"email": "sales@organisationname.edu.au"
},
"sameAs" : [ "http://www.facebook.com/organisation",
"https://au.linkedin.com/school/organisation/",
"https://www.youtube.com/c/organisation",
"http://www.twitter.com/organisation"]
}
</script>
Further information in relation to JSON-LD can be found at https://moz.com/blog/json-ld-for-beginners.
Online references
If you are looking for some online references for HTML Schema markup, we recommend you visit the following websites:
- https://schema.org/ – Comprehensive information with schema markup testing facilities
- https://developers.google.com/search/docs/guides/intro-structured-data – Ideal for developers and digital marketers
- https://www.semrush.com/blog/what-is-schema-beginner-s-guide-to-structured-data/ – Great introductory guide
- https://raventools.com/blog/10-best-schema-codes-use-every-type-website/ – Simple tips for schema markup for any website
These websites will provide you with a wealth of information on HTML Schema markup, including how to use it and how to implement it on your website.
Schema markup is in essence additional code that can be added to your website to help search engines understand your content better. Schema markup is a great way to improve your website’s SEO. By adding this code to your website, you can help search engines understand your content better and improve your website’s ranking in search results. With Google continuing to evolve, schema markup is only going to become more important in the future.