Learn What is Schema Markup And How to use it in SEO Strategy

Structured Data and Schema Markup

Preparing pages to feature prominently in Google results is a constant job. Schema Markup offers this possibility by enriching basic information and generating HTML code automatically.

With the high competition of webpages, positioning a site or content requires a lot of dedication to SEO optimizations. This alone guarantees the first page of Google and especially the first results. In this quest, Schema Markup has become a great ally to highlight this.

Once used by a page,  this code improves communication with search engines, resulting in more visibility for content.

As you can see, for content marketers, it is essential to know what Schema Markup is. Follow us to understand how to use it and the benefits it can bring!

What is Schema Markup?

Unsurprisingly,  Google’s algorithm communicates and better recognizes optimized sites. The SEO features for the best ranking and visibility are varied, and many of them are triggered by details. Schema Markup is part of this reality, having great importance.

In practice, it is code that is inserted into the HTML of websites. It is a very simple change, which is based on copy and paste, but that generates significant impacts on the strategy.

Schema Markup is a  tagging vocabulary that helps Google understand what can be found on that website. In other words, through this set of codes, the algorithms identify what that content is about and what themes it relates to.

It’s like a translation feature for Google that consequently helps you rank better for sites that use this markup in your code.

The impact of schema markup on search results

Schema Markup still raises some questions, but it is important for companies and content producers to understand that it has become more relevant. In recent times, using this bookmark has become a defining differentiator for a website.

A proof of this is that since 2017, the schema marker has become a  ranking factor by Google. The algorithms try to identify this vocabulary on pages,  penalizing those who do not use it.

In practice, search engines have a harder time understanding page content when they don’t use this bookmark. From this, it is natural that content that is already optimized in this sense appear better positioned in the Google ranking.

The operation

Schema Markup’s simple code acts very effectively when it is added to the website’s HTML code. Automatically, it generates an improved description of what is on that page. This function is what has an immediate impact on the relationship with algorithms and favours ranking.

It’s as if, through this microdata code, websites are working hard to make Google better understand what they bring. This improved description generates a better relationship with the algorithm and puts the content on the first pages.

How to use schema Markup code?

Schema Markup has specific applications, meaning it can be used on some types of content and pages when they appear in Google results. This causes a wide range of different markings because there are sites and content of all kinds looking for the top positions of the results.

When a page uses Schema Markup, it appears differently in search engine results. The main change, and what makes all the difference, is the greater wealth of information in that first view of links. Those who are richer in detail generally use this markup.

For search engines, the breadth of this information represents greater functionality for the searcher. In practice, Google, Yahoo, Bing, and other search engines just want to give the user a result that comes as close as possible to what they intended when they searched for a term.

Possible applications of Schema Markup

Different page types can use this code to enrich the description of their content. Among the main categories are:

  • companies and organizations;
  • events;
  • people;
  • products;
  • revenue;
  • reviews;
  • videos;
  • local.

Each of these categories opens different options for filling page characteristics. The codes differ for the type of content on the site, and this generates the most complete description of the site, which is usually seen among the top results in Google searches.

In one example, if you are advertising an event page, Schema Markup will allow you to add additional strategic information. Thus, Google’s result will bring the title, event time, location, date and other relevant data.

For the searcher, finding all this data on the first search has a positive impact. This is exactly what Google considers to value content with Schema Markup and, therefore, they have a greater value compared to algorithms.

How to generate schema markup code?

Many SEO professionals worry early on, thinking that it is necessary to develop HTML code to be inserted into the pages of websites. That would be more work and in practice, that’s not how it works. Schema Markup is generated through schema.org, using the right markup for the category.

There,  everything is done intuitively and automatically. The first step is to identify the theme of the page to generate wider information possibilities. The more targeted the choice, the better the fill options and the better-ranked this site will be.

This more detailed marking will also generate more interesting possibilities to be shown in the results. If you book an event, for example, code options will provide you with time, date, and location, and even where to buy tickets.

At the end of filling in the information on the Schema Markup website, the code will be generated completely. After that, just paste this snippet into the site’s HTML and then test if the Google algorithm is identifying all this information.

They will be recognized as rich snippets and thus will generate that more detailed data. You can verify that they are working through a specific Google tool for this: the  Rich Snippets Testing Tool.

How does schema benefit in different SEO contexts?

Using Schema Markup brings tangible benefits to websites, making them more search engine friendly. Proof of this is that as of 2011, Google, Yahoo, Bing, and Yandex began collaborating to adapt their algorithms to content that has this marker in their HTML code.

In practice, this means that search engines are more likely to value these sites rather than those that don’t. By itself, this is already a   huge competitive advantage and increasingly encourages content to perform this optimization.

Here’s a better understanding of other issues that might be considered as good SEO advantages when applying these tags to a webpage.

Achievement of positions

Officially, there is no official placement that ensures that Schema sites are better positioned in organic search. However,  in paid results, the more prominent information you enter, the more likely that page will appear among the first results.

Achieving rankings in SERP is the main benefit that can be reaped in optimization through these markers. This ensures that a page is always featured in your market, which is a decisive gain today. First positions give credibility and more visibility to websites.

Added featured snippets

The schema also generates the addition of featured snippets, that is, those boxes with objective information that stands out from other  Google results. They are known as the ranking’s zero position, that is, even before the first links that appear on the results page.

The prominence of featured snippets over other responses is visually very large. However, to be there, it is necessary to have well-highlighted strategic information. If the link is for an event, an example we already use here, the featured snippet box will report all key data objectively.

Competitiveness with other results

Certainly, your content will compete for visibility with several others in the same category, even talking about totally the same themes. One must think that, at this moment, it is the details that make the difference. More detail and a little more information generate the user click.

Schema Markup is what makes the result of a Google page stand out in these details. Amid several other similar results, more detailed information is sufficient to capture a click.

A simple and recurring example is the dish recipes. You will find several alike, however, marking allows you to add data as the preparation time. Other content without this optimization will not deliver the information, so in this detail, the site that has the Schema already stood out.

Using Schema Markup needs to be seen as a facilitating and beneficial factor for websites. Although it is another necessary element of SEO, it also benefits websites that work on this type of optimization.

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