The Best Kept SEO Secret: Schema Markup – Part 1

What is Schema?

Your website has an underlying meaning that people understand when they enter and read your website.

However, search engines sometimes have a limited understanding of what is being discussed on those pages.  After all, they aren’t human, are they?

By adding additional tags to the HTML of your web pages—tags that say, “Hey search engine, this information describes this specific dining room collection, or this cotton blanket, or this job advert, or this recipe”—you can help search engines and other applications better understand your content and display it in search results in a useful, relevant way.

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Why Is Schema Important?

Schema markup may be the most under-utilized tool for SEO.  Not only does it help search engines interpret the data on your website with more accuracy in an organized and structured way, but it also helps search engines produce rich snippets which make a search result listing more attractive and can increase click through rates by as much as 15-50%.

Although there is no concrete proof, websites using schema markup tend to rank higher in search results.  And want to hear the best news?  Over 1/3 of Google search results incorporate a rich snippet but less than 1% of websites are making use of the schema tool.  This means taking the time and effort to add schema to your website offers a major opportunity for SEO wins!

What’s the takeaway?

Schema allows web crawlers to further understand what your website is about, and because they know more about the information on your site, this could help you rank higher on search results pages.  Adding Schema gives search engines the opportunity to display rich snippets of your page which are more distinctive and stand out against competitor’s sites.

Make sure you stay tuned for our Schema Part 2 Blog Post to learn more about Rich Snippets.

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Melissa Sciorra

Melissa Sciorra, SEO Director. Follow her @mel_arroics!

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