How to Effectively Use Schema Markup for Better Search Visibility

Schema markup is a structured data format that helps search engines understand the content on a website. Implementing an effective schema markup on your website not only boosts your search engine optimization strategy but also helps you outdo your competitors.  It may seem overwhelming initially, but once you have a clear idea of creating rich […]

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Brandon Shaks

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Schema markup is a structured data format that helps search engines understand the content on a website.

Implementing an effective schema markup on your website not only boosts your search engine optimization strategy but also helps you outdo your competitors. 

It may seem overwhelming initially, but once you have a clear idea of creating rich snippets of your website, you can make your website excerpts more useful for searchers.

This article deeply explains how you can effectively leverage schema markup for better search engine visibility and broader audience reach.

Let’s begin!

What is a Schema Markup?

Schema markup is also called structured data. It is a language of search engines that uses a unique semantic vocabulary to provide information to crawlers to understand your website content in a better manner. 

It gives essential information about your website to search engines to improve your business’s digital visibility and click-through rates.

Here is an example of a schema markup in action:

Here are the categories in which schema markup adds value to rank higher on search engines:

  • Technical article
  • Item availability 
  • Learning resource
  • Events
  • Q&A
  • FAQs
  • Review snippets
  • Job postings

Why is Schema Markup Important?

Schema markup helps you be more thorough while telling search engines about your content. For instance, you can tell about the video content, like, for a video, informing who has made it, who the copyright holder is, who has starred in it, and even put in a video transcript (fantastic for SEO purposes).

It helps a website rank better for all content types. With any data on the website, there’s a high possibility that it will have associated item scope and item types. Companies having websites that use schema markup will rank better in the SERPs than those without markup. 

Websites with markup rank around four positions (average), higher in the SERPs than those without schema markup. 

Elements Of An Effective Schema Markup

Here are the top elements and properties used for effective schema markup implementation:

  • Name: This is the title you use for your content, along with using a solid keyword to reinforce it for SEO purposes.
  • Description: This explains what your content is about. As with all SEO descriptions, you should keep them short and informative.
  • URL: This includes the web address of the associated website or landing page.
  • Thumbnail: This includes the snippet of your content. It should be carefully selected from your content or video frames as it is the face of your content.
  • FAQ Page: This page is specialized markup to a webpage’s code that contains a questions and answers list. Google then reads this markup and uses it to generate a rich snippet. However, make sure to follow all of Google’s rules and guidelines.
  • Same As: This is a reference to the 3rd party website, which is related to the identity of the website, i.e., Wikipedia pages, YouTube channel pages, and Facebook pages.
  • Transcript: The transcript can give further details of your content without worrying about the character limit. Adding it may lend a hand in ranking your content.
  • Additional Type: It is a special schema that helps Google understand your website and its relation. It can be accomplished using Wikipedia categories as values for this property type.
  • Embed URL: This points to where the content is hosted and helps the search engine find it faster.
  • Upload Date: This is the date when your content was published.

How to Use Schema Markup?

Here are the steps to use schema markup the right way:

Schema Markup
  • Select the type of data from the several options listed, the list for which is not exhaustive. 
  • If you only have HTML, you can paste the URL you want to markup and click Start Tagging.
Schema Markup
  • Next, the page will load in the markup tool to provide the workspace for the next phase of markup, tagging items. Check the data items in the right pane and the web page in the left pane.
Schema Markup
  • To add the name markup, select the elements to markup. Then, select the name from the tooltip.
Schema Markup
  • Then, click on “Data Items” in the right pane.
Schema Markup
  • Continue adding markup items using the list of data items as a guide. Highlight the other items in your article. However, note that you might not be able to tag every item in the list. 
  • Click “Create HTML” after finishing the above steps. You will see the HTML of your webpage with the relevant inserted microdata in the spots that you selected.
Schema Markup
  • Next, go to your CMS and add the highlighted snippets in the appropriate spots to add schema markup to your website. Look for the yellow markers on the scrollbar and find the schema markup code. (Yellow bars point to the correct markup schema in the figure).
Schema Markup
  • You can also download the automatically-generated HTML file alternative and copy/paste it to your source code or CMS.
  • When you’re done, update the page you’re working on. Click “Finish,” and you will get a list of instructions if you’re unsure how to finish the next steps.
Schema Markup
  • Use the structured data testing tool and test your schema to find what your page will look like with the added markup. If there are any errors, warnings, or detected schema markup, it will appear on the right-hand side of the screen.
Schema Markup
  • Instead of analyzing a published web page, analyze the code that the tool generated and that you downloaded previously.
Schema Markup
  • Once the code is pasted, click Preview. The testing tool shows the article’s appearance in Google search results.
Schema Markup
  • Additionally, you can inspect every markup element added.
Schema Markup
  • You can also edit the HTML in the testing tool to update the schema and preview results again if necessary. If you need to fix errors, edit the code that you can find on the left side of the page. Once done, click the “run test” button at the bottom of the page to revalidate. If you want to test your code for another search engine, use Schema Markup Validator.

How to Confirm Your Structured Data Validation

Here are the steps to confirm your structured data validation:

  • Schema Markup Validator: The validator lets one get into the structured data’s details and shows warnings and errors. It also allows one to test the structured data before enabling it on your page by directly pasting code to the tool.
  • Structured Data Monitoring through Google Search Console: Google offers structured data monitoring using the Google Search Console. It provides sitewide enhancement reports for the number of web pages that have validated structured warnings, data, and errors. It is recommended to have a verified Search Console account for the websites of local businesses to enable monitoring. Google also sends notifications if there are issues with your local business website’s structured data. Make sure to pay attention to these email notifications.

What Should You Avoid When Using Structured Data?

Structured data is a code to label or markup existing properties on local business websites. Google requires that your structured data matches the associated landing page.

Although structured data spam also exists, Google may apply manual penalties if they believe the web admin is breaking any rule. Make sure to follow the structured data guidelines carefully.

Tips for Using Schema Markup for SEO

Here are tips for using schema markup for search engine optimization:

1- Utilize Commonly Used Schemas

You can use Schema.org to get a list of common schema markup types and find the types suited to your business. The most commonly used ones are Logo Markup, Local Business Markup, Review Markup, Sitelink Markup, and Product Markup.

Utilize Commonly Used Schemas

2- Use All The Schemas Needed

There are a lot of markup types on Schema.org that are available for better search engine visibility. Google understands around 32 types of schema. These include articles, books, breadcrumbs, carousels, courses, datasets, employer aggregate ratings, events, and FAQs.

Use All The Schemas Needed

3- More The Markups, The Better It Gets

When you start understanding an array of item types, begin to see how much is on your page that you can mark up. The more content you mark up, it gets even better for you. However, you should mark up the content visible to people who visited the web page and not in hidden page elements.

More The Markups, The Better It Gets

Schema Markup FAQs

1- Is schema markup an important ranking factor?

Using schema markup correctly on your website informs search engines about your website’s relevancy and precisely explains what your content is about to search engines.

Thus, schema markup plays an essential role in SEO. It converts unstructured and unorganized data into structured data.

2- What are the benefits of schema markup?

Here are the key benefits of schema markup:

  • It helps search engines better understand your site content and find your website relevant for ranking higher on search engines.
  • It boosts your brand’s online presence with accurate and helpful information to the user.
  • Schema markup helps in getting attention-grabbing rich results with increased click-through rates.
  • It helps improve your social media followers.
  • It drives more measurable business results.
  • Schema markup improves your content strategy through an effective internal linking structure.

3- What is the difference between rich results and featured snippets?

A rich result is a well-formatted, enhanced organic search result, whereas a featured snippet is an answer to a user’s query that appears on top of the search results in the zero position.

Conclusion

Schema markup is one of the best SEO techniques that help to grow your business in the long run. It puts you ahead of the curve, giving you an upper hand in the competition. 

Need expert help to optimize your website and use schema markup effectively? Get in touch with leading SEO specialists at Brenton Way to improve your search visibility and conversion rates.

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Brandon Shaks

Growth-focused marketing strategist working at Brenton Way helping scale DTC brands past $7-figure ARR
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