Use of Schema to get more Organic clicks on Google Search

Schema, or structured data, is a big topic. If you know even a little bit about Search Engine Optimisation (SEO), then you might have heard about Schema.org. 

However, you might have not directly looked into this topic carefully. And might also wonder whether implementing schema helps in SEO Ranking or not.  

At the end of 2021, it is time to change that. 

Using Schema can help you put structured data on your website and in turn, offer great SEO results.  

An easy way to understand it is to think of it as sticky notes on your websites. These notes help Google to know what something is, where it belongs, and how it relates to your website. 

Let’s dive into the world of Schema and understand how it is beneficial for your SEO efforts.  

 

What is Schema? 

Schema refers to a structured data code. It defines the asset type that web crawlers can swiftly crawl through without any extra context that can lead to latency. 

It also enhances SERP’s visibility for FAQs, images, videos and so on. You can identify yourself as a local business, and label all the critical information such as phone number, address, any offerings, etc. 

For instance, let’s say Google views “202” somewhere on your website. What is it? Is it the price of a product? A part of a phone number? Address number? 

Let’s say even if Google identifies it as an address number, is it your home’s address number or business address number? 

Schema lets you say that it is not only an address number, but it’s your business address number. 

Schema markup refers to a label of codes. It shares vital information about your web pages and incorporates context.

 

 

What are some popular types of Schema?

Various schemas are designed specifically for the different needs of a business. Here are some relevant types of Schema that can catch your eye and help Google to rank your business better. 

 

• FAQ Schema: FAQ
  or “Frequently Asked Questions” comprise of questions and answers. If marked up, it can assist search engines direct users to a specific page.

• Local Business Schema: This type is best for businesses that wish to attract local users. This includes reviews, images, open hours, prices, and so on. Restaurants, banks, clubs, etc. where people tend to visit frequently or possibly search with the phrase “near me” should use this Schema. 

 

• Event Schema: It conveys to search engines the details on a webpage for several events like concerts, festivals, games, etc. This also boosts engagement, as users are fascinated by the same events and gatherings. 

 

For businesses that rely upon RSVP for benefits, Event Schema can prove to be advantageous.  

• Virtual location Schema: It refers to an online or virtual location for attending events. It is important to note that virtual locations must not be confused with the physical locations in the world. 

 

• Product Schema: It is the most beneficial to any e-commerce business. Structured data for product pages can assist search engines to understand the content and purpose of a web page where the product is listed.

• Site Search Schema: It puts a search box under website result whenever a user types a question or a phrase. This helps users to search for things on a website without the need to click on the link. 

 

It also helps the website owner do away with irrelevant traffic and get ranked higher in SERPs. 

How to implement Schema? 

Many SEO professionals find Schema markup intimidating since it’s code-heavy. However, there’s no need to be fearful. 

It’s fairly easy to understand once you comprehend the basics. 

Let’s check out how to implement Schema markup on your website. 

• Produce the markup: While it’s possible to write Schema markup yourself, but often, it’s not necessary. If you are utilising WordPress, there are an ample number of plugins that can make the process comfortable. And if you don’t, there are several markup generators. 

Although, such generators only cover the basic markup. To perform advanced markup, you’ll need to adjust the code yourself. 

Many code examples utilise JSON-LD format as it is the easiest to understand and set up. 

 

• First, test your code: You must always test your markup before directing it to production until you are utilising a plugin or CMS where you interact through a UI. 

 

For this, Google offers two user-friendly testing tools. 

 

First is the general structured data testing tool. While it’s still in use, it will be denounced soon. 

 

The second and the new standard is the rich results test tool. It emphasises rich results, leaving out the huge majority of the Schema.org vocabulary. 

 

• Set up the code on your website: This final step is based on the type of website and tagging system you have. 

 

Here are the 3 implementation methods. 

 

• Using HTML: Here, JSON-LD can be formatted like a script and can be placed in the <head> and <body> of your HTML.

 

If you lack webmaster skills, then consult your developers and decide on how to assign this work to them. 

 

This mostly includes mapping URLs or their categories to several schemas and highlighting dynamic and static values. 

 

• Utilising a CMS or plugins: This approach is the most common and user-friendly method to set up schema markup. However, as there are several plugins and CMS available, it is sometimes the most confusing one. 

 

Remember, no CMS or plugin can do all the work for you. If you require an advanced Schema markup, you’ll need to add up the available options.

 

• Google Tag Manager: This method is helpful for marketers who are comfortable working with Google Tag Manager. 

 

And it’s a brilliant workaround for businesses where it takes a long time to implement SEO modifications by the development team. 

With using Proper Schema Using breadcrumbs is one of the most part of On-Page SEO click the link and you can read more about Breadcrumbs

 

Final words

Incorporating Schema in your website not only helps you stand higher in SERPs rankings, but also let your website become truly linked.

While many might find Schema tricky and difficult, you can easily markup your website’s content – provided, you are aware of all the concepts and technicalities.  

This blog post encompasses all the necessary information about Schema. Just go through it in detail and give your website a better structure.