What is Schema SEO?

Through an unusual league of cooperation, Bing, Yahoo, Yandex, and Google pooled their resources together to create schema.org.

Why should you care as a small business owner?

Today, you have the same marketing tools as the most successful brands do.

Let me explain.

The Meta of Metadata

If all of this confuses you at the moment, then you’re not alone.

Metadata gives your content a description. It allows you to differentiate your message and establish its authentic relevancy. Schema takes this concept one step further by isolating semantics, which are the details behind strings of words or text. Schema knows the difference between letters and words versus the meaning of letters and words.

Search engines can align letters and words with relative ease. For example, Bing’s algorithm might not know what baseball is within itself, but it can source the web to align pages and sites that all rely on the core phrase: baseball. The result is an artificial understanding of the sport, though, it’s just an alignment of text.

With schema, at least based on the categories that it works on, you can, through assigning values and definitions, tell a search engine what baseball is. The advantage you have in using schema is that you can differentiate yourself from a broad group of competitors who all use the same keyword strategy. Let’s say that you promote baseball. Schema can help you to reveal teams, regions, and people associated with the baseball keyword that you use. It makes you stand out.

But Does Schema Work?The facts are simple; from the millions of sites that show up in search results, one out of every four top-page item uses schema, though, only a third of all websites in SERPs use it.

Birthing the Rich Snippet

Schema HTML results in two computational functions:

  1. The ability of search engines to gather more specific data about what your content provides.
  2. The additional data that you provide gets presented to the user, resulting in a more competitive presentation of your content.

Life is great when you’re rocking at the top of Google, but when you have info beyond a headline, your chances of converting are even better.

You’re now in the position to present search engines with crucial data points that your readers will also see. Consider the following data points that schema uses to display a complete image of your business:

Ratings Take advantage of your bragging rights—especially if you hold a five-star status that no one else can duplicate. Even if you only have 3.8 stars as a rating, the search results around you are likely to have nothing to show.

Prices Price is a marketing tool when used correctly. Instead of looking at it as the amount of profit you take, let schema entice your readers with a competitive value that they didn’t know your product was obtainable through.

Availability Rich snippets display how many more products you have left. It tells your site visitors, before them visiting, what you have in stock.

Reviewers Social confirmations lead roughly 85 percent of all online buyers to ask about what others think about a product. Schema’s rich snippet tells your leads about the reviews you’ve received and the outcomes.

Keywords Google highlights particular keywords as they relate to a user’s inquiry. Doing your markup enables your keywords to show up as bold text within your search listing, confirming to readers that you’ve got what they need.

Breadcrumbs Every website should be organized through a well-designed sitemap. The slashes (/) that you find in a URL holds website files. Such files appear in rich snippets and provide visitors with more info behind their searches.

But Seriously, what is Schema SEO? —Why is it Important?

As much as search engines would like to present themselves as knowing it all, your consumer won’t precisely know where you’ve put everything or why. Neither does Google. There are data points that you want to show immediately. You could lose user retention if you don’t lead readers into a solution fast. Marking up your data throughout an entire content piece can isolate critical features. Taking these precautions ahead of time helps your reader.

Without you providing the right HTML signature for your content, the search engines would not be able to confirm the following:

Who the Author of the content happens to be.

Though you might be able to optimize your name as a keyword, doing so doesn’t distinguish you as the exact creator of a piece or group of articles. Determining who an author is helps the search engine to make the same correlation for other content online. Otherwise, it’s all random text.

Which Upload Dates

Some software packages take this into account, but only regarding the publish date of a post. Further, the periods presented are helpful for the consumer; it lets them know that something is fresh and new. Though the search engines might assume that your content is unique, schema lets them know EXACTLY how.

Which Central Image

If you can establish a central image for your content, that picture can be used as a thumbnail no matter where it appears. The only catch is that you must set this by communicating it. Now consider creating a hierarchy of images that show in search results based on the rich snippet answers you provide.

Your Listed Headlines

All of the headlines in your content should be helpful, but what if you could precisely use HTML to present headlines as related to the search query a user has? The rich snippet feature is similar to this concept. Within the search engines, you want your headlines to show up as answers to user questions.

Types of Schema in SEO and What Each Does

Digging deeper into the topic, category, and context of your content enables the search engines to confirm your content’s relevance in a search query. Schema gives you the ability to present more information about:

  • Videos
  • Recipes
  • Products
  • Reviews
  • Events
  • Businesses
  • Organizations
  • People

Schema Markup Google

Google renders your schema data as Microdata, requiring the markup of your content using code that looks and fits within these tags: (div itemscope) (/div), which isolate your item as it relates to one of the above-listed categories. The tags specify that you are trying to identify something directly to and through schema.

Schema enables you to markup data between the tags of (div) (/div). The items between must be recognized within schema’s list of categories, however. Presenting your “item,” for example, as a video file, requires that you write your tags with schema’s URL to extract that item type into the snippet you want to render.

The result will look something like (*Note: Your typical less than and greater than symbols have gone the way of the dinosaur and replaced with parentheses):

(div itemscope itemtype=“http://schema.org/video”)The space here is where your video content goes(/div). All your tagged content is followed by a slashed tag (/div) to establish the end of an HTML sequence. Though the above list of schema categories is expansive, you’ll find a more extensive list of subsets that allow you to be even more detailed about what an item is and why it’s essential.

The Use of “itemscope,” “itemtype” and “itemprop” in Microdata

Though three types of markup languages exist for schema, Microdata is considered the system’s default language. The most common titles used for writing Microdata are as follows and can be used in your introduction tags when writing HTML:

– “itemprops”
– “itemtype”
– “itemscope”

Your Shortcut—The Schema Markup Generator

Be sure to test some applications and schema markup WordPress plugins. They allow you to render schema without knowing how to write all the tags yourself. You can use the following tools for schema.org examples to simplify your work:

Schema Markup Checker

Google offers a checker that you can also use by uploading a URL. This schema markup tool allows you to learn the coding process as you go. Input the URL you’re working on and then correct any area with errors in it.

In Conclusion – What is Schema SEO?

Growing your small business in the United States is straightforward once you get the proper tools working in your favor. Schema Markup is one such tool. Get it working in your favor and watch how fast the rich snippets start growing your business.