How to use Schema Markup in 2024 [Newbie Friendly Guide]
What is Schema Markup, why should you use it and how can it help you boost your SEO efforts? Check out this [Newbie Friendly Guide] and get started with structured data.
SEO is complicated. There are thousands of ranking factors that Google and other search engines consider when analyzing a website. Seeing as 70-80% of users ignore paid search results, optimizing for these factors is more important than ever.
But, how do search engines scan websites and interpret their information to begin with? Primarily through a page’s content and backend. That’s where schema markup comes into the picture.
Think of it as the language that search engines speak in. It helps them understand what a page is about while displaying more valuable information to users.
Don’t worry if that all sounds complex. We’ll be teaching you more about what schema markup is and how to apply it for SEO benefits ahead.
What is schema markup?
Schema markup is a form of structured data that contains information about a web page. In particular, it’s organized in a way so search engines can rapidly understand and extract the main nuggets from each page.
Typically, schema markup manifests as featured snippets, rich snippets, and graph data. You’ve probably already many of these without realizing what it is.
Despite it being very important for SEO, some sites still do not optimize their schema markup which can lead to lost rankings and traffic that competitors steal away. Alternatively, doing quick fixes to schema can lead to a nice SEO boost while improving click-throughs and UX.
Let’s talk about the types of schema markup next.
The main types of schema markup
There are literally hundreds of different types of schema markup according to the official schema.org website. All of these are used for very particular pages and displaying specific information on search engines.
However, most websites will find using the fundamental types of schema is greatly beneficial. They include:
Article
Article schema—also known as blog post schema—features extra information about news articles or blog posts. Normally it syndicates the featured image, title, and date of publishing. It looks like this:
Websites that publish content on a regular basis will want to apply this type of schema mark up to articles.
Organization
Organization markup is used to tell search engines more about a company. This includes their logo, history, executive team, social profiles, and more.
For example, if you search for a company like IBM, you’ll notice a profile on the right side of the page.
Little did you know that this is thanks to schema markup! Keep in mind that organization markup is ideal for national companies that serve a global customer base. Which, brings us to our next point.
Local business
Businesses who serve a small local area will benefit from using local business markup versus organizational. This displays operating hours, a website URL, contact information, services, and other information that local customers find useful.
You will see it like this on Google:
Event
Events include concerts, webinars, seminars, and conferences. Of course, there are other things that go along with events like tickets, dates, and prices. So, event schema markup is naturally the best choice.
The goal of this type of schema markup is to provide potential customers with more information about events they’re interested in so they have to do less navigating.
Product
Have you ever searched for a product on Google and saw search results with ratings and a product’s price and reviews? That’s all possible thanks to the product schema type.
Users interested in a particular product will recognize if a listing is right for them since they can directly see the price, inventory, and reviews. This is especially important for retailers and e-commerce stores for crushing the SERPs.
How to apply schema markup to a website
Now that you understand what schema markup is and why it’s important for SEO, let’s talk about how you can begin applying it.
The first step is to audit whether or not you have schema markup. Some websites, especially with WordPress themes, may come with schema markup already enabled.
Luckily, Google offers a free structured data testing tool you can use. Simply enter a URL and click “Run Test.”
This will display the page’s code on the left and any structured data findings/errors on the right.
No Schema? No problem! Head over to TechnicalSEO’s free markup generator and select a type of schema from the dropdown.
Let’s presume that you’re doing the markup for a home page. If you’re a national business, choose organization. If you’re a local business, choose local markup.
Fill out the required fields after this. This information will be added to the schema code which appears on the right side.
Copy the code and add it to the “head” tag of the homepage. You can do this manually, through the use of a plugin (on WordPress), or give it to a developer.
Repeat this for the main pages for your website and re-run the URLs through Google’s testing tool to ensure it’s properly entered.
Enjoy the boost in SEO performance and being one step ahead of competitors!
Conclusion
Schema markup is fine detail in the large list of on-page SEO. It’s a language that all search engines—Google, Yahoo, and Bing included—all understand. While it can seem like an intimidating subject, any website owner can easily add markup to improve their search performance.
It all begins with understanding the different types of schema and choosing the appropriate one. Use a free schema generator to automatically create the code and add it to the correct pages.
This will give both users and search engines more information about your web pages.
Don’t wait around. Use what you learned today to add schema markup to your website and see the results for yourself.
FAQ
What is Schema Markup?
Schema Markup is a structured data vocabulary that helps search engines understand and interpret website content more effectively.
Why is Schema Markup important?
It helps improve search engine visibility and provides rich search results, enhancing your website’s performance in search results.
How does Schema Markup work?
It adds specific tags to your website’s HTML to provide context about the content, such as product details, reviews, events, and more.
What types of content can be marked up with Schema Markup?
You can mark up a wide range of content, including articles, products, events, recipes, reviews, and more.
What are the benefits of using Schema Markup?
Benefits include higher click-through rates, improved SEO, and better visibility in search results, including rich snippets and knowledge panels.
Is Schema Markup only for SEO?
No, it also enhances user experience by providing more informative search results and can be used for voice search and other applications.
Where can I learn how to implement Schema Markup?
You can find resources and guidelines on schema.org, Google’s Structured Data Markup Helper, and other online tutorials.
Does Schema Markup affect my website’s ranking in search results?
While it doesn’t directly affect rankings, it can improve your website’s appearance in search results, leading to higher click-through rates.
Are there different types of Schema Markup?
Yes, there are various schema types for different types of content, such as ProductSchema, EventSchema, and LocalBusinessSchema.
How can I check if my Schema Markup is working correctly?
You can use Google’s Structured Data Testing Tool or the Rich Results Test to validate your markup and see how it appears in search results.
Can Schema Markup be used for local businesses?
Yes, Schema Markup includes types specifically designed for local businesses, such as LocalBusinessSchema and OrganizationSchema.
What is JSON-LD, and how is it related to Schema Markup?
JSON-LD (JavaScript Object Notation for Linked Data) is a format commonly used to implement Schema Markup on web pages, making it easier for search engines to read and understand the structured data.
Are there any SEO plugins or tools that can help with Schema Markup implementation?
Yes, there are several SEO plugins and tools available for popular CMS platforms like WordPress and Drupal that can simplify Schema Markup implementation.
Can Schema Markup be used for video content?
Yes, you can use VideoObjectSchema to markup video content, providing information about the video, such as its title, description, and duration.
Is Schema Markup only relevant for Google, or does it work with other search engines?
While Schema Markup is primarily associated with Google, other search engines like Bing and Yahoo also support it and use it to enhance search results.
Are there any restrictions on using Schema Markup?
You should follow the guidelines provided by schema.org and avoid using misleading or irrelevant markup. Violating these guidelines can result in penalties from search engines.
Can Schema Markup be used on e-commerce websites?
Yes, e-commerce websites can benefit greatly from Schema Markup by marking up product details, prices, and availability, which can lead to more informative search results.
How often should I update Schema Markup on my website?
You should update your Schema Markup whenever there are significant changes to the structured data on your website, such as new products or events.
Does Schema Markup impact voice search results?
Yes, Schema Markup can enhance voice search results by providing structured data that voice assistants can use to answer user queries more accurately.
Can Schema Markup be used for non-English websites?
Absolutely, Schema Markup can be implemented for websites in various languages, as long as the structured data is correctly formatted and adheres to the language-specific guidelines.
Can Schema Markup be used for FAQ sections on websites?
Yes, FAQPage Schema Markup can be applied to FAQ sections on websites to provide structured data about frequently asked questions and their answers.
Are there any tools to generate Schema Markup automatically?
Yes, there are some tools and plugins that can assist in generating Schema Markup automatically, but manual verification and customization are often necessary for accuracy.
Can Schema Markup help with local SEO?
Yes, using local-specific Schema Markup can improve your website’s local SEO by providing information about your business’s location, hours, and reviews.
Does Schema Markup impact mobile search results?
Yes, Schema Markup can enhance the visibility and appearance of content in mobile search results, making it more appealing to mobile users.
Are there any specific guidelines for Schema Markup in the healthcare industry?
Yes, the healthcare industry has specific guidelines for Schema Markup to ensure accurate representation of medical information, including MedicalEntitySchema.
Can Schema Markup be used for job postings?
Yes, you can use JobPostingSchema to mark up job listings on your website, providing details like job title, location, and application instructions.
How long does it take for Schema Markup to have an impact on search results?
The impact of Schema Markup on search results can vary, but you may start to see improvements within a few weeks to a few months after implementation.
Is there Schema Markup for events and conferences?
Yes, EventSchema allows you to mark up information about events and conferences, including dates, times, locations, and ticket details.
Can Schema Markup be used for product reviews?
Yes, you can use ReviewSchema to mark up product reviews, allowing search engines to display review stars and ratings in search results.
What is the future of Schema Markup in SEO?
The future of Schema Markup in SEO is promising, with search engines continuously evolving to better understand and display structured data. It’s expected to remain a valuable SEO tool.
Author’s bio:
Carmine Mastropierro is a freelance writer and content strategist for Morphio. He has written for Neil Patel, GoDaddy, SocialMediaExaminer, and other publications.
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