Detailed Guide to Schema: Structured Data Usage for SEO
When it comes to search engine optimization (SEO) most brands are familiar with the front-end channels and methodologies. Many, however, overlook the various back-end methodologies that enable even richer optimization.
For instance, one type of back-end SEO is schema markup.
This type of microdata allows you to create rich snippet descriptions, which further enhances your content descriptions when they populate in search results.
But what exactly is schema? And how can you use this SEO tool?
What Is Schema?
As mentioned, schema is a type of microdata that provides search engines with more pertinent information, which they can use to more accurately match your pages to a user’s search intent. The creators of this data enhancing tool had this to say:
“By adding additional tags to the HTML of your web pages—tags that say, “Hey search engine, this information describes this specific movie, or place, or person, or video”—you can help search engines and other applications better understand your content and display it in a useful, relevant way.”
Put simply, computers, despite their amazing capabilities are still limited in their processing capabilities, especially when it comes to context. They may not be able to decipher an underlying message that is readily apparent to a normal reader. So, schema leverages microdata via a set of HTML5 tags that provide more information.
Schema.org provides an example that we’ll use as inspiration for our own. <h1>Raptor</h1> commands the browser to display the keyword “Raptor” in a header 1. But it doesn’t convey any details about what those words mean. “Raptor” has the potential to refer to a dinosaur, a basketball team, or a Ford truck.
As is, the phrase alone lacks enough context to help the search engine find the right answer. But with schema markup, you can provide additional clues that point the algorithm in the proper direction.
Benefits of Schema
For businesses, there are several reasons why schema markup is a smart SEO strategy. They include:
- Local SEO – While practically every business could benefit from schema, one of the most relevant uses is for local SEO. It can help businesses, such as law firms, restaurants, bars, or doctors—all of which rely heavily on local consumers—create rich snippets that emphasize your geolocation.
- Findability – When you use structured data to optimize your organic search pages, you increase your visibility through several mediums, including desktop, tablet, mobile, and voice.
- Content is indexed faster – Structured data helps Google understand your content better and locate it more easily. The algorithm then rewards you for that and begins to prioritize your content.
- Improved CTR and conversions – Having rich snippets for your products ensures that the people searching for your good or service are able to find it. Having more of your target audience find your page not only increases click-through rates, but also leads to more conversions.
Semgeeks—Schema and SEO NJ Specialists
Search engine optimization is a front-end and back-end operation. And true optimization requires both strategies, and not just one or the other. In doing so, you increase your brand’s visibility on search with the right audience, which is the recipe for more conversions.
Do you need help with that?
At Semgeeks, our team provides the digital marketing, creative services, and strategic solutions your business needs to stand out.
So, if you’re looking for a way to maximize your digital marketing ROI, you’ve come to the right place. To discover more, reach out today!
Sources:
Schema.org. Getting started with schema.org using Microdata. https://schema.org/docs/gs.html
