Schema Markups (aka SEO on Steroids)
You might have heard that Schema is the future of SEO. Allow us to agree with a few fancy case studies presented at Google I/O ’17:
(Cliff notes) Websites using Schema Markup and rich results help increase engagement and clicks online to the tune of:
- 25% higher click-through rate on pages with markup (Rotten Tomatoes)
- 35% increase in visits for recipes with markup (Food Network)
- 1.5% more time spent on pages and 3.6x higher interaction rate (Rakuten)
- 82% higher click-through rate for rich result pages (Nestle Faz Ben)
- 20% more clicks for pages with Schema Markup (La Fourchette)
Any reputable search expert will tell you that the time to dive into schema is NOW. Even though websites that use schema markups statistically rank higher on search queries, only 0.3% of websites are making use of the Google-approved Schema tool.
What makes Schema markups the next logical step in search?
Users are progressively interacting more with search results than with websites. So as much as we suspect that Google knows waaay more about us than we can ever imagine (and they probably do), it still can’t look you in the face and know what your real intent is behind a simple search. Until we allow Google to insert a chip into our brains to understand this, Schema is there to facilitate user experience by making it easier to find what you are actually looking for.
What is Schema?
Schema For Technical Folks
Schema markups are vocabularies that can be used with many different encodings, including RDFa, Microdata and JSON-LD. Added to HTML microdata, schema markups help search engines return more informative results to users. Rich snippets are the best example of schema markups.
What Is Schema (for the rest of us)
As the good people of Schema.org explain, when you type “Avatar” in Google Search, schema markups display relevant info so you know whether you are visiting a site about the James Cameron flick or a bank of images where you can find your next digital alter ego.
Here you can see schema markups in action.
In this example, Food Network used schema markups to add the star rating, reviews and preparation time to the search result. Organizing this info so search engines can pick it up increases the probability that Giada’s Italian lasagna trumps Lidia’s.
Like Food Network, you can place keywords into context. This can include contact info, product prices, ratings, and tons of other stuff. Whatever tickles your…
Schema markups help your business create a very fancy virtual business card. Go get you one of those – now.