In 2011 the search engines Google©, Yahoo©, Bing©, and Yandex© created schema.org. The collaboration was designed to increase the use of schema, to enrich and enhance user search experience. Schema is structured data text that can help search engines parse and define information. That said, let’s dig into schema markup and its importance to SEO.

What Is Schema Markup?

Schema markup helps search engines understand the context behind user inquiries. For instance, a user could type “make chocolate cake” and receive everything from box mixes to local bakers that make chocolate cakes. Unfortunately, the meaning behind the inquiry suggested that they were looking for a recipe or how to make a chocolate cake, making the SERP less accurate. Structured data vocabulary like schema helps interpret information in a way that communicates the end-users intention to the search engine. Better interpretation of inquiries provides more relevant results in SERPs.

Primary Schema Markup Forms

The most commonly used form of schema is microdata. Microdata can be inserted into HTML, XML, and XHTML-based documents and pages. Resource Descriptive Framework in attributes (RDFa) is inserted into the same type of documents as microdata. JavaScript Object Notation for Linked Objects (JSON-LD) is a bit different – it implements schema by pasting it into specific areas of JavaScript coding.

Why Structured Data Matters

Using schema is becoming increasingly important with the rise of voice search and technology like Amazon’s Alexa™. Structured data communicates your site’s or page’s purpose and creates relationships throughout the internet between search engines and applications like websites, emails, and social media. Rich snippets only appear in SERPs after info is gathered from schema or other structured data. Search engines are guided by SEO content and the inclusion of schema in your SEO strategy may eventually make the difference between being found and being forgotten.

Schema Is Important To SEO Strategy

Schema is important to the evolution of SEO strategy. For SEO content, marketers, and advertisers, structured markup like schema means a potential increase in click-through rates and overall site traffic. When companies implement the inclusion of structured data into their SEO strategy, it’s called Semantic SEO. Providing context to web pages using schema makes them more visible to search engines, which can transfer to higher SERP rank. Rich snippets created by structured data boost your page in terms of relevance. In short, schema provides visibility that traditional SEO strategies may not offer.

Defining Items With Schema Markup

Microdata and other forms of schema are enhancements that can drive consumers to your business or service. Using schema markup provides opportunities to rise in rank for SERPs, by giving depth to text strings. Few companies or entities presently use schema markup, so it’s a good time to get in at ground level with Semantic SEO. To find out more about how schema can be integrated into your SEO strategy, and view a full list of items that can be defined by schema online, go to schema.org.   Author: Kristin Ann Hassel Email: kristin.ann.hassel@gmail.com Linkedin: https://www.linkedin.com/in/kristin-hassel-8651a3157