Schema markup comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Schema markup. The technical definition of Schema markup is best summed up by saying:
Code installed on a website that helps search engines return relevant informative results. Schema.org (often called Schema) is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs.- The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example Schema markup may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Schema markup” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Schema markup and use it in Digital Marketing?
Schema is basically a type of ‘rich snippet’, a HTML markup that adds extra detail to the text underneath the URL in a search result. Schema markup ( schema.org) is a structured data vocabulary that helps search engines better understand the info on your website in order to serve rich results. Schema markup is code (semantic vocabulary) that you place on your website to help the search engines return more informative results for users. These markups allow search engines to see the meaning and relationships behind entities mentioned on your site. There are three formats of schema markups are common in the most popular search engines; JSON-LD, Microdata, RDFa. Having structured data markup on a page will alone not increase its chances of ranking higher in search results This new form of optimization is one of the most powerful but least-utilized forms of SEO available today.
How do I know if I am using Schema structured data correctly?
You can use Google Structured Data Testing Tool to check if a webpage includes schema markups.
What is Schema Local Business Markup?
The local business markup is important for a local company or a local branch of an organization to set up accurate information for the location or entity. It helps consumers easily find the company’s location and other info, as it features in the address, opening hours, menu, contact info and other pertinent information about the company that can be provided through rich snippets. The Product and Offer markups are very similar but important for products.
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