Last updated on December 8th, 2022
Search engine optimization (SEO) is super important for businesses and their websites, as without it, search engines like Google won’t want to suggest your website to its users.
So, boosting your website’s SEO is a must – but how?
One method I have seen businesses use is Schema Markup. If you are interested in trying this method yourself, then here is everything I know about Schema Markup and how it can be used to boost a website’s SEO.
What Is Schema Markup?
First, let me explain what exactly Schema Markup is.
Schema Markup is a form of microdata that can enhance descriptions (or rich snippets) for search results.
Basically, it helps search engines understand information presented on your website a lot more clearly by describing the elements of your website in a language search engines understand and use. This allows search engines to serve rich results for its users.
Schema was first created back in 2011 and was a collaboration between all the top search engines of the time, including Google, Yahoo, and Bing.
There are over 32 types of Schema Markup that Google (the world’s largest search engine in 2022 with 83% of the market) uses and understands.
Some examples include:
- Logo Markup – This informs Google of what your business’s logo is (see also, ‘Why isn’t My Business Showing Up on Google?‘) so every time someone searches for your company, the correct logo will appear in Google’s knowledge panel.
- Local Business Markup – This allows Google to display important information about local businesses including their address, contact information, and opening hours.
- Review Markup – 93% of consumers read online reviews before deciding to make a purchase, so Review Markup helps Google display review ratings for your website or products on its results page – which is helpful for your business!
- Product Markup – If the search is about a product your business sells, then Product Markup will display product-focused details (like pricing, reviews) along with images from Google Image. As 75% of online shoppers rely on product photos to decide on potential purchases, this can help boost your sales.
So, Schema is basically a language that search engines use to understand websites and change how they are presented on search engine result pages.
By using Schema Markup, you can make it easier for search engines to understand the content you are displaying and give them context. This allows search engines to provide their users with richer results, and helps your business find the right audience.
How Schema Markup Boosts SEO?
Using Schema Markup in a website’s HTML is a proven way to help boost SEO as this structured data improves a search engine’s understanding of your website.
A part of SEO is that search engines like Google will only recommend websites what kind of content the website features.
Basically, Google needs to know what your website (see also, ‘How do I Start a Startup With No Money?‘) is all about before it can recommend it to its users. This is why adding content, relevant title tags and keyword research are all important factors for SEO (see also, ‘How to Become an SEO Expert?‘).
Schema Markup achieves this by communicating more clearly with search engines.
However, there is no evidence to back up the claim that Schema Markup will directly improve your search engine result page rankings – but that doesn’t mean you should give up on Schema Markup entirely.
One of the great things about Schema Markup is that it improves the way your website is presented in search engine result pages, and this can help improve click through rates.
In this study from SEJ, 58% of search engine users selected rich results instead of non-rich results. This means that more search engine users are likely to click on your website because Schema Markup has helped it be displayed more effectively on search engines result pages.
Despite all of this, only around 33% of websites use Schema Markup so millions are missing out on this SEO boost.
This is why I like to recommend to others that they try adding Schema Markup to their website’s HTML as it can provide them with a huge advantage over their competitors.
How To Use Schema Markup
Here, I am going to run through the methods you can try to use Schema Markup for SEO (see also, ‘What is Cloaking in SEO‘). This will only be a very quick guide, but there are more in-depth guides out there online for you to follow.
This guide will also be using Google as its search engine, as that is the search engine a majority of the world uses.
First, you will need to go to Google’s Structured Data Markup Helper.
There, you will see listed options for different types of Schema Markup, including some mentioned above.
You should try and use as many Schema Markups as you can throughout your web pages but you don’t specifically have to aim for the most common ones if they are not relevant to your website.
For example, don’t try to bend over backwards to use the Local Business Markup when your business is online only. Select the Schema Markup that is relevant and you want to use.
This will provide you with a URL at the bottom of the screen or HTML if you prefer to use that. Enter the URL or HTML and this will take you to the next step of Schema Markup – tagging.
Your web page will appear in a panel to the left of your screen, with data items featured on the right. Start by highlighting the sections on the web page you want to mark up.
These can be anything depending on the type of Schema Markup you selected earlier. If there are any missing items you would like to tag but they can’t be found on your page, then select the ‘Add missing tags’ option at the bottom right panel.
According to Schema, the more markups you make, the better the results but it’s also important to remember to only mark up content that is visible to your visitors. This means that you shouldn’t try to markup any hidden page elements or content that is hidden.
Once all your tags are done, it’s time to generate your HTML. Select the ‘Create HTML’ button at the top right of the screen, and this will give you the code to add to your website.
Download it, or use copy and paste to add it to your website through your CMS or source code.
Select ‘Finish’ – and you’re done!
I always recommend that you test your Schema Markup to ensure that everything has gone smoothly. Google actually has a great Rich Results Tool that you can use for just that.
This tool will highlight any errors to you so you can fix them, run a test, and receive a site audio which will show you the percentage score Markup for your website. Try and get as close to 100% as possible by fixing any invalid items
In my own opinion, I think using Schema Markup is worth it for boosting your SEO (for more SEO software, check out ‘Best SEO Software For Mac‘).
I find it very easy to do and the results are definitely worth putting aside that little bit of time to markup your web pages.
They will help you get an edge over your competitors, and attract more visitors to your site while also improving your website’s overall SEO (see also, ‘What is SEO Intelligence?‘). So, to me, I think using Schema Markup is definitely worth it.
I hope you have found this guide insightful!