Intro to Schema

by | Apr 3, 2017 | SEO | 54 comments

Example from Google

One the lease used secrets in SEO – Schema:

Schema data is a code on a website that tells the search engines very clearly what the site is about.  It then allows your SERP or Search Engine.

Google, Yahoo and Bing created a new way for us to translate website content into a language that search engines understand. The language used to help the search engines understand certain pieces of content on your site is called Schema.org (aka Schema).

Search engines are proficient at crawling a website and determining what it is about.  But there are pieces of the picture missing. When Schema data is used they are able to find those missing pieces.

When used properly, search engines bring back results that are in the form of rich results, such as knowledge graph cards, review rich snippets and rich cards

Benefits: It can be used to clarify exactly what a business or website is about.   

Key: Search Engine love Schema and only about 31% of website use it

Facts

  • 30% Increase in Click through Rates on Search Results with a Rich Snippet (Search Engine Land 2011)
  • Search Results in Position 2 with a Star Rating Rich Snippet Captures 76% of Clicks over position 1 result (Blue Nile Research 2015)

First introduced in 2012 on schema.org for use on e-commerce  websites. It included markup for products and offers, including product numbers, warranties, condition, and use.

Rich Snippets –

Google Knowledge Graph Card –

When users search for businesses on Google Search or Maps, Search results may display a prominent Knowledge Graph card with details about a business that matched the query. When users query for a type of business, such as a restaurant, they may see a carousel of listings hosted by restaurant listing providers. – Google

https://developers.google.com/search/docs/data-types/local-businesses

Testing Tool :  https://search.google.com/structured-data/testing-tool

“Structured data refers to kinds of data with a high level of organization, such as information in a relational database. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. Structured data markup is a text-based organization of data that is included in a file and served from the web. It typically uses the schema.org vocabulary—an open community effort to promote standard structured data in a variety of online applications.” – Google

http://schema.org/ 

Schema.org is sponsored by Google, Microsoft, Yahoo and Yandex. The vocabularies are developed by an open community process, using the public-schemaorg@w3.org mailing list and through GitHub.

A shared vocabulary makes it easier for webmasters and developers to decide on a schema and get the maximum benefit for their efforts. It is in this spirit that the sponsors, together with the larger community have come together, to provide a shared collection of schemas.  – Schema .Org

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