Schema markup is an SEO term that might get tossed around in a meeting you’re in, and can sound pretty complicated at first listen.
The good news is, it’s not.
What is schema markup?
Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users. Essentially schema markups tell search engines what your data means, not just what it says.
Schema.org explains schema as:
“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.”
Schema markup provides data markup for all types of web content including:
- Book Reviews
- Job Postings
- Local Businesses
- Q&A Page
- Software Applications
- TV Episodes
Schema is recognized (and, in fact, the vocabulary is maintained) by Google, Bing, Yahoo!, and Yandex.
Why use schema markup?
If your site incorporates schema markup, it will rank better in search results than those without markup. One study we found showed that sites that used schema markup tended to rank up to four spots higher on results pages than those that didn’t.
In addition, about a third of Google’s search results incorporate rich snippets, which require schema markup to work effectively. Whenever you ask Alexa or Siri to answer a question, this is what they look for to do it.
Essentially, if you aren’t using schema markup, you aren’t giving your brand every chance to win when it comes to search.