Schema.org is an initiative that was launched on June 2, 2011, by Google, Bing, and Yahoo. A collaboration of the world’s most significant search engines creating and supporting a standard collection of schemas for data markup on web pages.
Schema Markup is microdata, which, when added to your webpage, amplifies the description in the search results. These enhanced descriptions are better known as rich snippets.
-> 90 % of customers report that they use search at each of the following stages of the customer life cycle:
Schema markup is becoming increasingly important in the era of a user-centric market. Google focuses more on the user in all its algorithms and updates. What are users looking for? What are their needs and requirements?- These are the fundamental questions that underlie the basis of every search algorithm.
Hence contextual search has become the need of the hour. Schema Markup helps get an insight into the context of a query. You can get faster and more accurate results based on the query at each of the stages of the customer life-cycle.
->Schema markup drives results not only at the beginning of the funnel through impressions and click-through rates but right through the customer journey.
Search engines crawl the web looking for relevant and reputable results. Many things account for your rank in the search engine results. These are:
Now the two different terms schema markup and Structured data can be used, as they are both the same thing. The reason why we like to use the term schema markup is that it is more precise. Structured data can be many different things.
Schema markup gives context to an otherwise ambiguous webpage. Schema markup has enhanced the quality of search results because search engines are now able to interpret the context of the search result more precisely.
It is a vocabulary used to provide information about a web page.
When you add the code- Schema markup to your website, you provide the search engines with clarity about the content. We can say that we translate content into the language of the search engines, which is schema.org.
So, Schema markup is code that delivers a standardized format for providing information about a page and classifying the page content.
In the current scenario, more than one-thirds search results incorporate rich snippets, including schema markup.
However, millions of websites have abstained from the huge SEO potential offered by schema markup.
Schema markup helps optimize all types of content. There is data markup for:
Structured data marker helper will show up a list of data types to choose from:
This tool helps you add structured data markup to a sample web page.
Choose the type of content from the list above that you want to markup.
Paste in the URL of the page or article that you want to markup.
If you have just HTML, you can paste that and Start tagging.
When you click “Start tagging,” you are directed to another page wherein you are provided with a workspace to start tagging the items from your webpage.
Your page appears in the left panel, and a list of items to be tagged appears in the right panel.
The item or elements that you think will convey a clear picture of your website have to be highlighted and selected in this section. When you select the items in the left panel, they get enlisted in the “Data Items” in the right panel. Continue adding the items that you want to markup.
Once you have selected all the items to be marked up, you need to create an HTML of your page. Click Create HTML. An HTML of your page gets created with microdata inserted for all the items that you had previously selected.
Go to the source code or CMS of your site to add the highlighted snippets in the relevant places. The yellow markers on the scroll bar are for the schema markup code.
Click Finish when you are done, and you will be presented with a few steps.
Analyze te code generated by the tool for any errors. You can have a preview of your data item to see how it will appear in the Google search results.
You can also check all the markups that you have added with the help of the testing tool.
Your goal is to gain visibility on search engines and highlight your basic business information. Your NAP should appear on every page of your site. You can also use schema to mark up testimonials.
Visit the Organization of schemas for a list of schemas. Here you can choose the type that is best suited for your business. You can also use MicrodataGenerator.com or Raven Tools Generator to generate schemas specific to your business needs.
Mark up as much visible content on your page as possible. With the availability of the vast array of item types, there is no limit to the content that you can mark up.
The first line in your blob of Schema reads
<div itemscope itemtype=”http://schema.org/LocalBusiness“>
Local business sounds very vague and gives an impression to Google and other search engines of an unidentified brand in the market. Try improvising the itemtype. The itemtype should be more specific to your brand and should describe your business
If you use MicrodataGenerator.com to generate your NAP blob, this task will be easy for you.
In recent times the need to adapt to new content marketing strategies is becoming more evident. Search engines are becoming increasingly sophisticated in their search algorithms. If you wish to keep pace with the competition, you need to harness the untapped potential of Structured data or schema markup. Karma Technologies pays avid attention to all our customer queries, and will be happy to help you.
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