If you’re a business owner or marketing manager in the UK, you’ve likely heard of the term ‘Schema markup’ thrown into discussions about SEO. But what exactly is Schema markup, and why is it considered an integral tool in the world of digital marketing? This article delves into these questions and more.
What is Schema Markup?
Schema markup, commonly known as Schema, is a form of microdata. Once added to a webpage, this code aids search engines in interpreting the content of your pages, ensuring they deliver the best search results to users. Essentially, it’s a way to give search engines more informative results for users.
For instance, think of a book review on your website. With Schema markup, you can explicitly tell search engines that you’re reviewing a book, provide the book’s title, the author’s name, and your rating. This additional context helps search engines understand the content better. The data that Schema organises is known as “Structured Data”.
Why Schema Markup?
1. Enhanced SERP Listings:
Schema doesn’t just help search engines understand your content; it also allows them to display your content in more attractive and informative ways in the search results, often referred to as “rich snippets.” This can include star ratings for reviews, pricing for products, or event dates for upcoming events.
2. Boosting Click-Through Rates:
Rich snippets can significantly boost your click-through rate. When users see the additional information in the search results, they’re more likely to click on your link.
3. Voice Search Readiness:
With the rise of voice assistants like Alexa, Siri, and Google Assistant, optimising for voice search has become crucial. Schema helps in this regard, ensuring that voice search devices have clear, definitive information about your content.
Does Schema Help SEO?
While Schema markup itself isn’t a ranking factor, it can undoubtedly boost your site’s SEO indirectly. When your website provides more detailed information to search engines, the search engines can rank your content more accurately for specific queries. Moreover, as previously mentioned, rich snippets can increase click-through rates. A higher click-through rate can be an indicator of relevancy, which can influence rankings.
Multiple Markups on the Same Page
It’s completely feasible and sometimes beneficial to have multiple Schema markups on the same page. If, for instance, your webpage covers multiple topics (e.g., a recipe with a video tutorial), you can use both the recipe and video Schema types on the same page. Just ensure that each markup accurately represents the respective piece of content on the page.
Can You Get a Featured Snippet Without Schema?
Yes, you can! While Schema markup provides search engines with a clearer understanding of your content, it isn’t a direct prerequisite for obtaining a featured snippet. Featured snippets are chosen based on the quality, relevance, and structure of your content. Even if your content lacks Schema markup, if it effectively answers a user’s query, it can be selected for the featured snippet position.
Are There Plugins to Manage my Schema Markup?
As with almost every website function, there are a variety of plugins to help managing Schema, particularly for WordPress sites. Read our guide to some popular Schema Management Plugins.
Schema markup provides a competitive edge in the realm of SEO by enhancing the way your content is portrayed in the search results. For business owners and marketing managers in the UK aiming to stand out and provide users with the best content possible, understanding and implementing Schema markup should be high on the priority list. Happy optimising!
Help with your Schema Markup
The first step with Schema, for many companies who want to improve their SEO, is to audit your existing Schema mark-up. This is included in our SEO auditing options. Get in touch today to discuss which audit is best for you.