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May 16, 2014

Using Schema Markup to Boost Your Google Rankings

SEO Targeting
Photo Credit: Augur Marketing via flickr

As a marketer or someone involved in SEO, you’ve probably heard of Schema markup, but if you haven’t, it’s okay. While frequently viewed as a relatively new technology to increase search engine rankings and the accessibility and usability of your pages, the markup has actually been around for years. If it’s not currently part of your SEO strategy, now is the time to make a change.

Keep reading to learn more about the basics of schema markup, along with 3 compelling reasons to start using it on your website today.

What is it and How Does it Work?

According to Dan Shewan at WordStream, schema is “a type of microdata that makes it easier for search engines to parse and interpret the information on your webpages more effectively so they can serve relevant results to users based on search queries.”

To make that even simpler, schema markup takes the information that matters most for search engines to find your information, puts it front and center as far as the backend of a website is concerned and serves it up to increase the odds of a website using the markup standing out above a website that does not. It’s wholly designed to increase the ease and effectiveness of search engine crawlers.

Additional information is available on Schema.org, launched in 2011 as a result of the Schema project – a collaboration between multiple large search engines like Google, Bing and Yahoo!. The site brings Schema markup to the forefront of website design by providing a large collection of schemas – largely viewed as html tags – that can be used by web designers, developers and average users to improve search engine placement.

Because the project is a result of major search engines, it is not specific to just one and is, therefore, an excellent use of time and energy.

Schema works similarly to other markup formats by applying microdata to page content by easily defining – in html terms – exactly what a webpage contains and how it should be treated. It presents data in an easy-to-read format for search engine crawlers and makes it more likely that relevant information will be presented to searchers. It makes the crawlers’ jobs easier and is therefore generally rewarded.

This description alone makes it clear that schema markup is an important aspect of SEO success. However, if you’re still not convinced, check out these 3 compelling reasons to incorporate it into your strategy.

1. Matt Cutts has Been Recommending it For Years.

Matt Cutts – head of Google’s Webspam team, single-handedly responsible for shutting down multiple websites utilizing questionable SEO strategies and other actions – has been recommending schema markup for years. This is big – as someone who has helped to write the technology behind the largest search engine in the world, his words carry weight.

Back in 2012, in a webmaster help video, Cutts shared the following information about schema markup.

“Just because you implement schema.org doesn’t mean you necessarily rank higher. But, there are some corner cases, like if you were to type in ‘lasagna,’ and then click over on the left hand side and click on ‘recipes,’ that’s the sort of thing where using schema.org markup might help, because then you’re more likely to be showing up in that at all.”

While he was reluctant to outright say that it would help rankings, he made it clear that it definitely wouldn’t hurt anything. Coming from one of the top names in Google, this matters.

2. Rich Snippets, Like Those Featured in Google SERPs, Result in Higher CTRs.

Schema markup leads to tangible benefits, including enhanced search engine results pages – SERPs – that stand out among the competition. While these results generally include items like titles and snippets of a full webpage, targeted schema markup can be created to include customer rankings, photos and more.

Yes, visually it’s more appealing, but, it’s also more effective. Information shared by Search Engine Land indicates that rich snippets, listings that include more information than standard search engine listings, can increase click-through rates by 30%. Thirty percent more web traffic can do a lot to take a company to the next level, while looping back and increasing search engine visibility even more. Schema markup allows for this circle and as such, should be a serious consideration for increasing rankings and website effectiveness.

3. Pages with Schema Markup Rank an Average of 4 Positions Higher on Google

A recent study by Searchmetrics revealed that while less than 1 percent of sites on the Internet have implemented Schema markup, those who have done so rank an average of 4 positions higher on Google. That can mean the difference between page 1 and page 2, or being displayed in the top results or being buried, never to be found by searchers and prospective clients.

The study goes on to explain that Google shows results for sites with Schema markup – like those mentioned in reason number 2 – for over 36% of keyword queries, while keywords without markups are shown less frequently.

The bottom line is simple. Schema has been recommended by individuals behind the top search engines in the world and cannot hurt anything, the rich snippets that the practice enables lead to higher click-through rates and those with the markup rank higher in search engine results than sites that do not. Not using the markup – based on these reasons alone – just doesn’t make sense.

If you’re ready to put schema markup to work for your site, or are interested in learning more, check out Schema.org’s getting started guide. The time to start is now.


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Adrienne Erin writes twice weekly for SiteProNews about online marketing strategies that help businesses like Innovative Painting Systems succeed. Follow @adrienneerin on Twitter to see more of her work or get in touch.

48 Responses to “Using Schema Markup to Boost Your Google Rankings

    avatar Saimi Ramlan says:

    Nice sharing sir. Does HTML5 template already include schema markup?

    avatar Best Keyword Research Tool says:

    I have a trouble with authorship 🙁 It never show up 😀

    avatar geulis says:

    it the same conditions with me, any solutions?

    many thanks to: Cara terbaik

    avatar Danny Cheng says:

    Schema mark ups aren’t that hard if you’re working with a WordPress site- but if you don’t know programming and you paid someone to build the site, it can be a nightmare. Definitely something worth looking at if your website falls into the categories that schema are allowed. Thanks for useful article Tina. Great read.

    avatar e-commerce services says:

    Nice article. Had read about it just 2-3 days back about schema mark up..but got a clear idea now. Thanks for the article

    avatar Jordan says:

    As links are going to uncountable then social sharing and rich snippets are the ways that we get authority as well as better search ranking

    Nice one Tina. I have no idea about schema but will check out some of the links you’ve provided. Appreciate you letting us know about it; if Matt Cutts recommends it that good enough for me.

    avatar Otoindo says:

    Wow Nice sharing, increasingly attractive course of this seo science and growing

    avatar Lensa rumah says:

    Thank you so much information, it turns out there is a new science Lensarumah

    avatar Ringtone BBM says:

    Ringtonebbm – every year there is always a perunaha, google are unpredictable because they have their own way, thank you

    avatar Postekno says:

    if it does not keep track of, science will never add and losing, nice article. Postekno

    avatar Autoog says:

    Autoog hemm, may have nothing to be improved by reading this article

    avatar Buka Info says:

    This explanation is very useful to improve search results is more evident in the pages of google

    I think, Schema tags only useful for eCommerce site not for static website.

    avatar Health Tips says:

    Implementing schema not only helps in ranking the dynamic sites, If we build many good pages within the static website also, the ranking gets improved. I have noticed myself in implementing the schema into my static website.

    Also we can implement for a blog which is running successfully which helps in ranking further.

    avatar Sudipto says:

    Hey Adrienne,
    Nice post. I had no knowledge of Schema Markup, but after reading this post, it really seems interesting and helpful for SEO. SEO really plays very crucial role for success of any blog. Thanks for sharing Schema Markup with us and I am surely going to give it a chance.

    avatar Scriptor says:

    The Genesis Framework for WordPress comes with the html markup in their themes. But nothing beats good old organic white hat.

    avatar Ritesh Reet says:

    Once again informative article, Thanks for sharing.

    avatar ketul says:

    Really great information provide you. It is very informative.
    Thanks for sharing it.

    avatar Simon says:

    Implementing schema can be a bit of a bear. I ended up putting markup that I wanted site wide in a footer widget. Page specific markup I used html snippets. The site wide schema renders like this…

    http://www.google.com/webmasters/tools/richsnippets?q=http%3A%2F%2Fwptraffix.com%2F

    avatar Bakti Kita says:

    Thanks, Implementing schema can be a bit of a bear. I ended up putting markup that I wanted site wide in a footer widget. Page specific markup I used html snippets. The site wide schema renders like this. hemmm

    Wow, as links are going to be uncountable, then social sharing and rich snippets are the ways that we can get authority as well as better search ranking.
    Thanks..

    avatar Golgeo says:

    God, Nice post. I had no knowledge of Schema Markup, but after reading this post, it really seems interesting and helpful for SEO. SEO really plays very crucial role for success of any blog. Thanks for sharing Schema Markup with us and I am surely going to give it a chance.
    Verry wonderfull.

    avatar Carstren says:

    Hemmm, Nice one Tina. I have no idea about schema but will check out some of the links you’ve provided. Appreciate you letting us know about it; if Matt Cutts recommends it that good enough for me. Thanks you

    Haowwwmm Schema mark ups aren’t that hard if you’re working with a WordPress site- but if you don’t know programming and you paid someone to build the site, it can be a nightmare. Definitely something worth looking at if your website falls into the categories that schema are allowed. Thanks for useful article Tina. Great read. Thanks

    plaffon minimalis .Nice sharing, increasingly attractive course of this seo science and growing

    nice info, ok thanks

    avatar Omah Poto says:

    amazing, thanks . Nice info

    I do not care about scheme markup in my wordpress blog. But I really care about quality article in my blog. Thank you for your information.

    thanks for your information..

    avatar Harga HP Samsung says:

    Nice one Tina. I have no idea about schema but will check out some of the links you’ve provided. Appreciate you letting us know about it; if Matt Cutts recommends it that good enough for me.

    avatar Jasa SEO says:

    These are sometimes people do not know about the schema markup

    Wow Nice sharing, increasingly attractive course of this seo science and growing. Kamar Mandi Minimalis

    avatar Androfern says:

    I have no idea about schema but will check out some of the links you’ve provided. Appreciate you letting us know about it; if Matt Cutts recommends it that good enough for me

    avatar Mike says:

    Would love to know if there’s a way to dynamically pull our customer rankings into the schema snippet.

    Nice sharing, increasingly attractive course of this seo science and growing

    I do not care about scheme markup in my wordpress blog. But I really care about quality article in my blog. Thank you for your information.

    avatar Harga says:

    I dont know how to get start it,,, how to use schema,, so hard to try 🙁 I’m allways failed,,

    avatar imahtalks says:

    Thanks for sharing. It was difficult to get my post on the 1st page.

    Nice sharing, increasingly attractive course of this seo science and growing. Thank you guy

    avatar Harga Hp says:

    hello admin sitepronews,, I just try to use chema mark up,, but I’m allways failed.. I dont know how to fix it,., can you give me the tutorial.. ??
    thanks,, I’m from indonesia, nice to visited this page…

    avatar anjana says:

    It’s interesting that many of the bloggers your tips helped to clarify a few things for me as well as giving very specific nice content. And tell people specific ways to live their lives.Sometimes you just have to yell at people and give them a good shake to get your point across.

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