In this blog, we will discuss an advanced SEO topic called Schema Markups. You will learn what schema markups are, the importance of schema markups, their types, and of course, the types of schema markups used by industry.
As more and more businesses turn to social media and technology, the competition intensifies. This makes it much more difficult for websites and pages to rank higher in search engines and reach more people. As such, Google continues to find new ways to help enhance your site’s click-through rates and visibility through structured data or schema markups.
Do you know that some snippets in the Google search results page have added features below their meta description to capture your attention? Some of these features include gold stars, rating, reviews, price, and frequently asked questions, among others. These are called Rich Snippets. Rich snippets are created through the use of schema markups.
What Are Schema Markups?
In psychology, a schema is a mental representation that helps us understand new information and organize our knowledge into categories. According to Verywell Mind, a schema allows us to take shortcuts in interpreting the vast amount of information that is available in our environment. This goes the same with the schema markups used in websites.
In websites, schema markups, also known as structured data, structured data markups, or schema, are a semantic vocabulary of tags designed to help Google bots or search engine crawlers read, analyze, and understand your website much better. You can add these tags to the backend of the HTML code of a page on your website. This way, the search engine crawlers can represent your page the way you want it to and boost its rank in search results. Most importantly, it enhances your users’ website experience, thus, promoting more traffic and conversions.
Importance of Schema Markups
Today, using structured data or schema markup has become imperative. With so much content to process from various industries, structured data markup can help search engine crawlers analyze and understand your content better and faster. This is because schema markups are designed to organize the content in your site in a manner that is easily comprehensible and recognizable by search engines and users alike.
The use of schema markups can also help a website stand out on Google SERP (Search Engine Results Page). Aside from making your page or website look better from an aesthetic point of view, it also delivers useful information to searchers, thus, increasing click-through rates, reducing bounce rates, and driving traffic to your site. An increased click-through rate means better rankings as it signals Google that your content is in demand. Your Google will then analyze this data and show your page or website in the first pages of the search results. Additionally, this can also allow your site to rank even higher on the next relevant search.
What Are the Top Schema Types Used by Industry?
While Google repeatedly said that structured data has no impact on ranking, John Mueller emphasized that the use of schema helps Google understand the entities on a page of a website. This will then prompt Google to determine whether a page is a relevant result for a search query or not.
Using schema on your website may not directly make your website’s rank on search engines higher, but it has many indirect benefits.
Before we go further, have you heard of Schema.org? If so, you should know that it is a massive platform with exactly 792 schema types as stated on their website (https://schema.org/). But today, we will be focusing more on the most prominent types used by industry.
According to research, the FAQPage Schema Markup is the most popular schema type used in the Education Industry.
FAQ represents Frequently Asked Questions. So, basically, a FAQ page is a page on your website presenting an organized collection of questions frequently asked by users or site visitors with the respective answers.
FAQPage schema is used by companies that provide a Frequently Asked Questions page on their websites or products, services, or programs contain frequently asked questions about the products, services, or programs themselves. This page is an integral part of your target market’s journey to learning more about your business and the products, services, or programs you offer.
Other than that, adding FAQPage Schema Markup increases organic clicks on your website. This will then lead to having more visitors and a better ranking in the search results.
If you have noticed, in the search results in Google, there is a “People also ask” section where toggled questions and answers by different websites are provided. This means Google themselves is also implementing this type of schema to help users find related topics and more information relevant to the users’ query. It refines the search results and makes it easier to find relevant information.
On the other hand, the Travel and Finance Industry, even the E-Commerce Industry, often use the BreadcrumbList Schema Markup type. This type of schema allows search engines to mark up the breadcrumbs on your site to generate breadcrumb-rich snippets for your pages in the SERPs. If you ever heard of breadcrumb trails, then you must know that this type of schema uses breadcrumb trails to assist users in navigating and finding their way on the website using links at the top or bottom of the page.
Applying Breadcrumblist Schema Markup on your website can massively increase your CTR or click-through rates as well as reduce bounce rates. It is even possible to steal clicks from pages ranking above you if you have this schema in place and your competitors don’t.
Although CTR may not be a direct ranking factor, the impact it can have on a site with impressions and potential clicks means that you should still consider it.
While in the Home Improvement Industry, News, and Sports Industry, Article Schema Markup is the most prevalent schema type. When we say ‘article’, we mean news articles, sports articles, features, opinion columns, blog posts, or even comments and analyses. Using Article Schema Markup allows your website to earn rich features in search results and enhance your website’s appearance in Google search results. Depending on your coding, your website’s page can appear in the Top stories carousel of rich results and help Google understand more about your web page and show a better headline text and image.
If there is an Article Schema Markup, there is also a Video Schema Markup. It allows Google bots or search engine crawlers and indexes to easily analyze and understand your video content, allowing it to appear in Google Video Search. When you add the right type of tags to the backend of the HTML on your site’s page, you allow search engines to find your video much faster and easier and index it.
Organization Schema Markup is another type of structured data that is often used by the healthcare industry. This is where the company’s information, official name & logo, location, contact information, and social profiles, among others, are elaborated.
The use of Organization Schema Markup also helps search engine crawlers better understand your business and establish links between your business and other things associated with your business. These things can be any creative works your business might have published or created.
There is another schema markup type called Person Schema Markup or Person Schema. This type of schema is fit for influencers or those with some sort of following. This elaborates information about an individual, including the individual’s name, birthday, address, education, and family members.
Local Business Schema Markup is another type of schema used by local companies or businesses. For a local business website, schema data is essential. It lets Google better understand your local business’s information, including NAP information, business location, working hours, contact details, products and services, and more.
According to Google Search Central, when users search for businesses on Google Search or Maps, Search results may display a prominent Google knowledge panel with details about a business that matched the query. When users search for a type of business in a certain location, they may see a carousel of businesses related to the query. With Local Business structured data, you can tell Google about your business hours, different departments within a business, reviews for your business, and more.
Aside from these common schema markups, there are also Product & Offer Schema Markup, which are primarily utilized by businesses selling a product or a service. This type of schema markup elaborates the information of the product, including its price, ingredients, and status.
Product & Offer Schema Markup help eCommerce merchants on search engine result pages. It is structured data of your product or service that will allow Google to understand what you are offering and categorize it to relevance to users’ queries. This type of schema markup also helps search engines gather more information about your product or service to publish on Google SERP for the best user experience and higher rank in the search results.
Product & Offer Schema Markup is basically used to display your product information in a more structured way. Using this markup allows you to provide more information about what you offer to your target market on search engine crawlers. With structured data, Google can show the product or service offered with its price, ratings, availability, reviews, and more.
There is also what we call Event Schema Markup. This is a code that specifically points out to search engine facts relating to events, such as the location, schedule, organizer, and performers. Adding this markup on your page can make your events more eligible to be displayed in the event experience on Google and increase chances of discovery and conversion. With your events displayed on Google, you can reach more than your target market and give them an easier way to interact with your event posting and visit your site.
Wrapping It Up
Generally, Schema Markup is useful for all types of content, such as articles, restaurants, movies and, events. Correspondingly, there are hundreds of markup types that can boost your ranking in search results.
Schema Markups are there to help search engines like Google understand the entirety of your business and what your page is all about. With that said, the use of appropriate schemas can potentially help your website rank better for relevant search queries. Your website can also gain valuable features, like rich snippets, that can help users find your website easier and faster. Moreover, schemas can help you stand out on Google SERPs, delivering more relevant information to your users and making your page look better from an aesthetic point of view, capturing your target market’s attention.
Instead of just basic HTML that points out what is the text or an image on a web page, schema markup provides context to information so that search engines know what content on a web page means.
If you are a business owner who has a website or wants to start a website, find the ideal schema markup for your business to effectively and successfully promote both your business and website, increase click-through rates (CTR), reduce bounce rates, generate traffic, and encourage conversations.
Instead of learning new code skills, you can use Google’s Structured Data Markup Helper to get the code by selecting the type of content that you want to markup and manually inputting the website URL and data.
You can also use Google Structured Data Testing Tool to check if a web page includes schema markups.
If you find that challenging, you can always choose to partner with the right web development team to ensure that you have everything you need.
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