January 08, 2021
What Is Schema Markup & Why It’s Important for SEO
Schema markup is one of the latest evolutions in SEO. This new form of optimization is one of the most effective but least-utilized forms of SEO available today. Once a brand grasps the concept and method of schema markup, it can boost their website in the search engine result pages (SERPs) to a great extent. Schema markup is a code (semantic vocabulary) that a brand applies on a website to help the search engines return more informative results for the users. Schema markup tells search engines what the data means and not only what it says. The content on the website gets indexed and returned in search results. But with schema markup, some of that content gets indexed and returned in a different way because the markup tells the search engine what that content means. For instance, the word “Steve Jobs” appears in an article. The search engine checks this and produces a SERP entry with “Steve Jobs.” However, if the correct schema markup is put around the name “Steve Jobs,” then the search engine will take the name “Steve Jobs” as the author of the article, not just any random words. Hence, the search engine provides results that display more relevant information for the user who was searching for “Steve Jobs.” According to Schema.org, “Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.”
Does schema help improve search engine rankings?There is no strong evidence that microdata has a direct impact on organic search rankings. Nevertheless, rich snippets do make a brand’s web pages appear more prominently in SERPs. To improve click-through rates, this improved visibility is much needed. According to a study by ACM queue, less than one-third of Google’s search results include a rich snippet with Schema.org markup.
What is the schema used for?Here are some of the most popular uses of schema markup. However, if a brand has any sort of data on their website, it’s going to have an associated itemscope, itemtype, and itemprop.