When it comes to on-site web page optimization there are a plethora of coding languages you will need to master, one being schema markup. The world wide web is filled with a variety of code that dictates how websites function, display and interact and when it comes to search engine optimization (SEO), schema markup plays a vital role in compatibility, readability and usability when it comes to search structures, storage, rankings and results. In order to excel online, web pages must not only conform to best practices and standards but also need to allow for proper communication and visibility within the framework of search engines. In addition to search engine optimization (SEO) benefits, schema markup also improves a websites ability to excel in ecommerce, local representation and search engine marketing (SEM) as well.

A project formed on June 2nd, 2011 by Bing, Google, Yahoo!, and Yandex, schema markup is an attempt to build and develop a universal group of schemas for constructed data markup on websites and pages. Such markup language can be utilized by search engine technologies and other data parsers to extract value and meaning from individual web pages as well as entire websites. Also incorporating, integrating and drawing inspiration from such information formats as Microdata, RDFa, or JSON-LD, microformats, FOAF, OpenCyc, and GoodRelations ontology schema markup is a widely accepted language that give search engines a platform to improve how they track, view and report web pages online. In order to get a better understanding of exactly what schema markup is lets review some of the core definitions, principles, practices and functions that make the language so powerful.

Schema Markup Insight #1: What Is It?

The Schema.org project, referenced as schema markup, is a semantic dictionary of tags that you can use to augment your HTML coding to improve the methods in which search engines can read and represent your web pages in search results. In order to perform optimally and efficiently search engines need to comprehend your website content and microdata and schema markup provides webmasters a platform to do that. Using attributes to define scopes of data and identify key pieces of information, schema markup language enhances SERPs, rich snippets and more. The distinctions between schema, microdata, and structured data is that structured data is a methodology of linking a name with a value that assists search engines in categorizing and indexing web based content. Microdata is one aspect of structured data that works with HTML5. Schema markup is collaborative community initiative that facilitates a predefined set of agreed-upon annotations and characterizations for microdata tags.

Schema Markup Insight #2: How To Set It Up

In order to utilize schema markup properly first visit Google’s Structured Data Markup Helper. Once there pick the type of data that needs markup and tagging. Add in the URL of the web page, media or information source that requires correct coding. Now spotlight and select the type of elements to be marked up. Enter all of the markup items that search engines should recognize on the page. Once completed usable HTML code will be ready. To complete the process add the schema markup to your web page through a content management system (CMS) or source code. Finally review the results through the Structured Data Testing Tool to find out what the page will look like to search engine displays with the added markup. You can also use other open source data strategy tools and technologies like IE Yoast SEO 11.0 to accomplish the same task.

Schema Markup Insight #3: Ecommerce Benefits

One of the main benefits of leveraging schema markup is that it is possible to drastically improve ecommerce conversions and successes. By providing enhancements such as correct info in Google Knowledge Panels, full support for Rich Article Pins on Pinterest, news listing advantages, increased chances of product snippets in Google Search results, full support for Rich Product pins on social media and so much more schema markup gives a wide array of options in terms of improving search engine marketing (SEM) reach and online sales. By allowing products, services and brands to coordinate more effectively with the major search engines, schema markup allows for audience attention and retention which leads to greater Ecommerce opportunities and benefits.

Schema Markup Insight #4: Local Search Benefits

Also featuring ways to provide superior local listing snippets, due to robust LocalBusiness schema markups the language really helps carve out niches for specific locations and places. With the ability to tag information and data with geographical significance local search engine optimization (SEO) becomes much easier to target and produce desired results through the power of schema markup. By utilizing localized nested structures, search engines know how all the pieces of content relate to each other providing a clear outline for the “where” of web pages. Being able to implement local contexts for search engines simplifies a websites ability to promote local attributes.

From articles to local businesses, to restaurants, to TV episodes and ratings, to book reviews, to movies, to news, to software applications, to events, to products and more schema markup offers hundreds of tag types that make search engine optimization (SEO) easier and more precise. Recognized and maintained by the major search engines Google, Bing, Yahoo!, and Yandex schema markup leads to search results with better click-through rates and ratings, making it one of the most powerful SEO and SEM tools we have at our disposal. Schema.org cultivates a list (Organization of Schemas page) of the most common types of schema markup which providing guide for the tags that are best suited for which businesses and search engine optimization (SEO) scenarios. As a search engine optimization innovation that has the full support of search engines schema markup is worth taking the time to understand and implement with the help of an expert SEO company.

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