What is Schema Markup and How Can It Help Your SEO?

As you work hard on your website, you obviously want to make sure that you are not only giving your site’s visitors the most information you can, but you also want to make sure that Google knows what is included on your webpage.

Imagine walking into the shampoo/conditioner aisle of the grocery store and all the bottle are without labels. Could you figure out which is shampoo and which is conditioner? Probably. Could you tell the different scents and brands from the bottles presented to you even without the labels? There’s a chance, but it’s possible that you’d probably find yourself more lost than you would prefer to be.

In the same way that labels are helpful in your purchasing process, Schema is helpful to Google and other search engines, in addition to users,

What is Schema?

Schema is a set of HTML code that you can add to your website that gives search engines a more detailed idea of what all that text on your site is. This helps Google to possibly present this information as rich snippets in SERPs so that you can improve your click-through rate. Schema allows you to specify a number of things to search engines including:

  • NAP (Name, Address, Phone Number)
  • Events
  • Videos
  • Reviews

Find the full list of items available for Schema markup HERE.

Schema allows you to work into your code what each element of your page is referring to. For example, let’s say you have a recipe blog and you have a recipe for Keto Cauliflower Pizza Crust. Rather than just having a bunch of text on a page, you can specify to Google the various aspects of your blog post.

Here is what your recipe looks like to the user when it is on your webpage:

  • 2 cups cauliflower rice
  • 2 TBSP coconut oil
  • 1 tsp dried oregano
  • 1 tsp garlic powder
  • 1 large egg white
  • 1 cup shredded mozzarella
  • ¾ cup grated parmesan
  • ½ tsp pink Himalayan salt

But by adding schema to your recipe, you can not only show to your site’s users that your page has a recipe, but also show Google itself that your web page contains recipe elements.

Adding schema to this page gives Google this information, telling the search engine that each of these pieces of text are an individual recipe ingredient:

<div>

<li itemprop=”recipeingredient”>2 cups cauliflower rice</li>

<li itemprop=”recipeingredient”>2 TBS coconut oil</li>

<li itemprop=”recipeingredient”>1 tsp dried oregano</li>

<li itemprop=”recipeingredient”>1 tsp garlic powder</li>

<li itemprop=”recipeingredient”>1 large egg white</li>

<li itemprop=”recipeingredient”>1 cup shredded mozzarella</li>

<li itemprop=”recipeingredient”>¾ cup grated parmesan</li>

<li itemprop=”recipeingredient”>½ tsp pink Himalayan salt</li>

</div>

Now instead of just plain text, Google can crawl this and say, “hey look! Recipe ingredients!”

Does Schema Improve Search Results?

Sadly, no. At least not directly.

While it can’t directly boost your search results, one of the great things that schema can do for you is provide rich snippets to Google. If you have a product page for a book that you are selling, you could include schema on the product page for reviews, page count, and a number of other things that Google can actually end up providing in the search result itself.

Those better-looking and more informative search results in SERPs can help make your pages look more enticing to click on. Increased clicks can lead to higher click-through rates for your site, raising its overall search results.

So should you give schema a try? Absolutely. Add some Schema to your website today and see how it improves your site’s clicks.

Brandon Treadway
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