“SEO never dies, rather, it keeps on changing from time to time as per Google’s algorithm” is a statement everyone must have heard. Well, it is true. Back in time, marketers were concerned with gaming the results by saturating the content with keywords.
However, later on, meta tags were not considered as a ranking factor but SEO experts keep on asserting the significance of meta tags as it results in great user experience. Schema markups also result in increasing the SEO rankings.
The reality is meta tags affect both paid and organic search performance and this is the reason why many businesses out there opt for the schema markup and optimizes all meta tags.
But the real challenge is that most marketers do not know about schema markup and structured data. No worries as this post is dedicated to schema markup and how it can increase leads for your business via organic search campaigns.
Schema Markup
Schema markup refers to structured data to assist search engines in understanding the information on your website. Search engines can bring rich results by recognizing the meaning and relationships behind entities.
In other words, it is a language that is used to represent data which in turn is known as structured data. Structured data organizes the information in such a manner that Google easily understands it.
Significant Kinds of Schema Markup
As such, there are on average, 32 different kinds of schema markup recognized by Google which includes an article, book, carousel, course, dataset, FAQ, How, Image license, Job posting, learning video, recipe, Q/A, and the list goes on.
But some popular and widely known schema markups are logo, local business, review, site link, and product markup. Let us know about all these in detail.
Product markup
As the name indicates, product markup gives information concerning the products mentioned on the site to enable the searchers to clearly understand and get what they are looking for. Out of all the searches, image searches solely comprise 22.6%. Consequently, it would not be wise to miss out on this otherwise you might end up losing all the traffic.
Sitelink markup
Sitelink markup adds additional navigational links to the listing on the search engine results page so that the searchers can see links to the careers tab, blog, and other crucial pages. Merely a link to the home page will not serve the purpose.
Review markup
Next comes the review markup. It adds a star rating to the results page. By this, the searchers can come to know what other people or your past customers think about your products and services. It is the reviews that persuade the customers to purchase your product or service.
Local business markup
Local business markup indicates the website elements that contain the contact information, address, and other crucial information so that Google displays that information on the business panel on the search engine result pages. The searchers can get the information they are looking for with the help of the local business markup.
Logo markup
This schema markup showcases your logo to Google. It enables the correct logo to appear in the Google Knowledge Panel when someone searches for your company.
Benefits of Schema Markup
Numerous businesses doing marketing these days are not familiar with the benefits of schema markup. Consequently, here we have come up with some of the benefits businesses can unlock with schema markup.
Familiarity with the site’s content
The primary foremost benefit of schema markup for businesses is that it assists search engines to understand your content easily. No doubt, Google knows what your site is about with the help of machine learning and other technologies but it is not always 100% accurate.
In such a situation, you can tell the search engines what your site’s content and video are about. Consequently adding schema will help.
Enhanced brand presence
The next crucial benefit of schema markup is the enhanced brand presence by gaining thorough knowledge. Schema markup can strongly boost your online brand presence. It showcases your searchers the crucial business information such as your phone number, reviews, and social accounts.
Google displays the knowledge graphs when it is highly confident that the information is accurate. By doing so, you can provide Google with crucial information related to your business such as logo, website link, and many more to go.
Improves your ranking
As such, schema markup is not an official ranking factor but at least it could help rank certain terms. You need to tell Google what your site is about in a white hat by way of SEO. Luckily, you can make use of a schema to tell this story to Google. There are search engines that favor marked-up listings including schema.
Rank CTA in search results
Not many marketers and businesses know about this. Some businesses can get their product’s CTAs such as “buy now” in search engine results pages. The future will see more product categories with their CTAs on the search engine results page.
Rich results
Getting the desired results from schema markup is one of its most significant benefits. Being right in the search engine rankings requires rating stars, pricing of products, cook time of the recipe, and other things.
You can add relevant schema to your page to get these special listings. By doing so, you can make your organic search listing results stand out which in turn will increase your CTR.
Significance of Schema Markup for SEO
The major reason why businesses opt for schema markup and structured data is that it lets you communicate better with search engines. It tends to showcase better results to the searchers when Google understands your business on a deeper level.
Once it acquires and gathers information from the structured data, items like rich cards, rich snippets, and knowledge panels are on the search engine result pages. Schema markup provides a host of opportunities to improve your rankings.
For instance, a search result with a site link enables the searchers to find similar pages which might be of great interest to them. Sitelinks are a great way to entice users so that they click the title tag.
58% of the time users click on the rich results whereas 41% of the users click on the non-rich results. In addition to this, the overall appearance of the search engine results is also improved by properly structured data.
Consequently, schema markup or structured data can expand your brand reach and increase click-through rates.
Wrapping Up
Going through the above-mentioned post, it can precisely be said that schema markup is of utmost importance to marketers, searchers, and businesses. It results in better usability, and increased visibility. Use schema markup to organize and optimize your website to make customers’ lives easier.