The Basics of a Schema Markup

What is a Schema Markup?

A schema markup is code (semantic vocabulary) that allows the search engines to better understand what your page is about and what the details of a page entails. Using this code, it can provide better information to the searchers and, in return, can help your overall click-through rate (CTR).

The schema markup was created as a collaborative effort of Google, Yahoo!, and Bing. It was designed for webmasters to have a shared vocabulary to make relaying necessary information easier and, of course, have the search engines process it better. When search engines process information better, the human searchers are the ultimate winners.

Examples of a Schema Markup:

  • Amazon added a schema markup to their breadcrumbs, while Goodreads put a schema markup to show how the book was reviewed on the SERPs. Both schema markups tell the searchers valuable information quickly - one tells them the category of a book and the other shows the book’s likability.

  • Facebook uses schema to show the price range, rating and number of votes in a quick, concise manner.

  • These two cake recipes use schema to show a picture of their product, ratings, votes and cooking times.

  • Theatermania uses schema to show upcoming events.

  • Smashburger, a hamburger franchise in the US, uses schema in their breadcrumbs to differentiate locations. This makes it easy for searchers to see that they’re headed to the right page for their location.

  • Public Storage, another company that cares greatly about localized search, also uses a schema markup to allow for searches in their site on the SERPs.

A schema is all about showing a quick, rich snippet of information. It is meant to show different, important pieces of information that can boost interest for a searcher. Essentially, this enriches a meta description and the user-experience prior to entering your site.

Schemas can be included on:

  • Articles
  • A local business
  • Restaurants
  • TV episodes
  • Products
  • Recipes
  • Movies

The list doesn’t end there; there are many more schema markups.

The great thing about a schema markup is that you can decide what is important for your readers and what you would like to stand out. It really allows you to have complete customization.

Why Is a Schema Markup Important for SEO?

You should utilize a schema markup to pass crucial and valuable information on to the searchers; it also makes you stand out in the SERPs. This will help entice viewers and, in addition, it will encourage a higher CTR.

How to Create an SEO Friendly Schema Markup?

The easiest and fastest way to create a schema markup is by using Google’s Structured Data Markup Helper.

  • Once you’re in the tool, select a data type which you’d like to add a schema to and add the URL. Also, select the type of data markup you’d prefer (I selected “Article” because my URL was a blog post).

  • The next page will allow you to begin tagging items. You will be able to highlight your web page directly and park it with the proper properties on the right-hand side.

  • Once you have tagged all the relevant information, you can then select “Create HTML”.

Here is what it will look like with all the HTML:

  • Copy and paste or download the created HTML. Now, add the structured data to your source code!

You can always test or analyze your code by using Google’s Structured Data Testing tool.

A schema markup is great for your business because it will make it stand out in the SERPs. Since CTR and bounce rates are most likely ranking factors, it is a good idea to include these rich snippets.