What is Schema Mark Up?

What is Schema Mark up and Rich Snippets?

One of the newer ways SEOs can boost their site’s in the SERPs is to add Schema Mark up. It is one of the more powerful yet under used strategies available. Once you understand the basic concept you will be able to take advantage of it’s benefits.


First, let’s understand what schema markup is.

Schema is just code that you put into your website to help search engines understand immediately what your site is about. If you know what rich snippets are then you will understand very quickly. Lets look at a quick example. Here we insert schema mark up to show an aggregate start rating. We put in how many stars and how many reviews. These can show up in google under your website result and help make your site stick out.

This picture is from page 1 google result for “Emergency Glass Company” for one of the sites I added schema to.

rich snippet schema

The schema markup told the SERP to display the star ratings.

Schema explains what your site means, not just what it says on the page

Your content still gets indexed and returned like normal, except with schema some of that content gets indexed in different ways, which are all beneficial in making your site stick out from the results.

Schema.org, the website for schema markup, was created by a collaborative team from Google, Bing, and Yahoo.

“Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.”

It’s pretty rare when different search engines come together but schema.org is exactly the kind of thing that benefits everybody, the search engines and the people using them. These schema codes will help rank your website on google, bing and yahoo!

Schema markup was created for the user

When a website uses this schema mark up customers can see in the Search Engine Results Page what a website is all about. They can see featured products, reviews, ratings, photos, addresses.

Search engines are here for customers to gather the information they want instantly. Schema markup helps by doing exactly that.

Best type of Markup In Search Results

I would say the star ratings are the best for local service companies and businesses. The stars in the listing will naturally draw the customers attention and help your website get clicked more often than your competitors.

Rich Snippets other benefits

Schema markup helps your webpage keywords rank better for many types of content. There is data markup for…

  • Local businesses
  • Restaurants
  • Ratings
  • Articles
  • Reviews
  • Movies
  • Apps
  • Events
  • Products

There are hundreds of markup types — from toy stores to medical dose schedules. If you have any type of data on your website, there’s a good chance that it’s going to have an associated itemscope and itemtype.

Websites using schema and rich snippets will rank better in the SERPs than those without. One study showed that webpages with schema on average rank more than four positions higher than their competitors even if they have similar backlink profiles and page authority.

Here is a Rich Snippet of a Video in Search Results for “Plumber” You can use videos to rank for your targetting keywords also but that is another article.

rich snippet video

Right now, one third of Google’s search results incorporate rich snippets, which includes schema markup. However, according to online studies, only 0.3% of websites use schema markup!

In other words, there are millions of websites missing out on a huge source of SEO potential. If you use schema markup, you’ll automatically have a leg up on the vast majority of your competition.

Schema Markup is here to stay

It’s amazing that so few business webpages have taken advantage of this. This small investment could mean better rankings and in return much more profits!

Schema markup is one of those SEO innovations that will probably be with us for a long time. Now is the time to implement the relevant microdata to improve your search results. Doing so right away will put you ahead of the curve, giving you a leg up on the competition.

Contact us now if you would like us to check your website for schema and for a price quote on the cost to implement it for your particular business category.

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