Improve SEO Using Schema Markup
To improve your search engine optimization, learn more about Schema markup. This is a form of microdata which when added to web pages gives search engines more information about the content. It is not often used, which gives you an SEO bonus if you use it.
What is a Schema?
A Schema is a type of microdata used to label information on web pages. Search engines use this microdata to determine the type of content on your web pages. For example, a Schema is used to markup contact information, business type and other useful information.
The Schema project, found at Schema.org, is a collaboration between the major search engines. This includes Google, Bing, and Yahoo, along with Yandex—a major Russian search engine. These search engines wanted to create a standardised markup. Schema is the result of this collaboration.
How Do You Add Schema to Your Website?
If you have the ability to edit HTML code on your web pages, you can directly add Schema. For those using WordPress and other website builder platforms, you’ll need to install a plugin or a third-party application.
Schema markup includes elements and attributes which are added to a web page. This markup tells the search engines exactly what they are looking at. The elements and attributes are usually added as HTML code which is inserted directly into the HTML elements on your page.
Some of the most commonly used Schema elements and attributes include the following:
- Creative works
- Email address
- Phone number
Visit the official Schema site to find the full list of available microdata.
How Does Schema Improve SEO?
Even though Google claims that Schema does not yet factor into their search engine algorithm, there is evidence to suggest otherwise. Adding this micro-data gives search engines an accurate way of determining what type of content is on your web page. This is the next step in search engines being able to actually “read” your content.
Since Schema microdata makes it easier for search engines to crawl your website and determine how to categorise your content, there’s an SEO benefit. Adding Schema can also improve your website’s rich snippets, which can make your site more noticeable in search engine results. This can help improve click-through-rates.
Google has already begun adding the information that they find using Schema in their search engine results. You can see this in use when performing a search. For example, when you see the number of reviews and the star rating for a restaurant under a Yelp listing, you’re seeing information obtained through Schema microdata.
What Else Should You Know About Schema?
Schema is still relatively new. We’ve not yet seen the full potential of this markup language and how it will end up affecting search engine results. Though, as mentioned, there’s already an indication that it can help improve your SEO. Include Schema markup on your web pages and you will be ahead of the game.
Continue using all of your existing SEO practices and start adding Schema markup to individual web pages. Browse their official website and determine which elements and attributes apply to your content.
The Schema microdata is underused at the moment, but this will change as it has more of an effect on search engine results. For now, familiarise yourself with this markup language and including where possible on your website.