If you own a business, you probably have a basic understanding of SEO and how it can help you improve your online marketing. SEO is constantly evolving and, frankly, can be difficult to follow. With countless factors at play, it can be difficult to know what changes to make to generate the best impact for your business. While on-page optimizations, such as expanding content or adding new themed pages, usually deliver the best results, there are a few changes you can make to the backend that will help Google understand your website and rank it higher. result. One of those changes is the addition of schema markup.
What is schema markup?
So what exactly is a diagram and why should you care? Schema markup is microdata that a website owner can add to the code to help Google better understand your website. No matter what type of service you offer, there is schema markup that can help Google understand your website. From a recipe blog to a global e-commerce store, you can improve visibility with a diagram.
Why should you add a schema to your site?
When Google crawls your site, it can only read the code. This means it can’t actually understand the context behind the content and images, so it’s not naturally able to generate a full or in-depth understanding of what you’re offering. For example, it would be difficult for Google to know if numbers like 613 are part of a phone number, address, price of an item, etc. By providing Google with the context it needs to understand your website, the search engine will be able to provide more accurate search results. While there is no conclusive evidence that schema can improve rankings, it does allow you to do the best you can and provide Google with the useful information it needs to understand your website.
How to implement a schema on your site:
When it comes to implementing schema markup, there are a few tips that can make things easier. There are many online tools that will generate the schema code for you. We’ve added a few that will help you implement your own scheme! This tool will allow you to generate the code for many types of diagrams, such as breadcrumbs, events, FAQs, and procedure diagrams. The most common type of schema would be the LocalBusiness / Organization schema. This tool will allow you to generate the code required for this diagram.
We recommend that you add the desired scheme to the website footer. Always check the Structured Data Test Tool after you add your schema to make sure there are no errors.
Best types of schema markup to consider:
Sounds simple, doesn’t it? Well, there are actually several different types of markup you can add, each with their own benefits. We’ll cover some that we use frequently:
Organization and local business plan:
A local business diagram is a type of organization diagram. This is probably the most common scheme implemented on websites by our SEO specialists. You’ll want to start by deciding which category your business falls into, with local businesses and organizations being the most common types. You can find a full list of possibilities here. The main purpose of the local business (or organization) diagram is to help customers (and Google) find useful information such as location, hours of operation, menus, contact details, etc. . This gives Google the context it needs to populate the results so necessary to improve a user’s search.
Once you’ve added the schema to your site, it is recommended that you review it in Google’s Structured Data Testing Tool. This allows you to see if the pattern is detectable or if there are any issues.
You can also use this tool to check what kind of markup competitors are using to generate ideas for your own website.
Review the star diagram:
In the image above, which result caught your eye first? Guess it was the second option due to the star rating below.
Google has pretty strict rules when it comes to adding a review scheme to your site. Last year, you saw Review Stars in every SERP, and not necessarily where they should have been. For example, review stars were common for tags for local businesses and organizations. These have since been considered “selfish” and are not allowed. The only way to display this markup in the SERPs is to have a product diagram.
We actually see companies trying to maintain their star rating by changing their schema to product. The problem with this is that these companies don’t have the proper SKUs or prices required by this markup, resulting in flagged warnings.
The review scheme is eye-catching and builds brand confidence right in the SERPs, which is why many try to maintain it. We believe in keeping things natural and trying to align with Google’s values. For this reason, we do not recommend that you modify your scheme to retain the stars. If you remember at the start of this article, we stated that this diagram is supposed to help Google understand your website. Cheating on him defeats the purpose and could eventually lead to being penalized. We believe that keeping your reviews under the correct organization diagram markup still provides useful information to Google, even if they don’t show up in the SERPs.
Diagram of the FAQ:
In order to add an FAQ schema to your webpage, you must first add frequently asked questions to the page for the schema to be extracted. The FAQ scheme has many advantages. For starters, it takes up a lot of space in Google, which helps you stand out from your competition. As voice search becomes more and more important, the FAQ scheme also allows you to optimize your website for question-based searches. It’s also a great way to get quality, easy-to-read content on your site that will benefit your users. When looking for FAQs, check the “people ask too” section in Google for the keywords you want. Often times, you will be able to find other important questions asked of you that you can incorporate into your FAQs. You should also consider your users and what they frequently request. This will allow you to make sure that your website delivers value to users and keeps them engaged and reading.
Recent changes to the test pattern
Google recently announced that it will no longer support the Structured Data Testing Tool. They will replace it with their Rich Snippets tool. It’s unclear if this will completely replace the Structured Data Testing Tool, but for now both tools are live and working, so give them a try!
In conclusion, schema is a useful technical SEO tool that will help Google understand what your business is doing and what your services are. Today, we’ve gone over the details of what a schema is, the different types of schemas, and how to implement it properly, providing you with some useful resources. Google’s understanding of your website through the diagram is crucial for the search engine to correctly suggest your pages to users in search results. Go beyond the handy fruit of SEO and invest more time in your code and website – the results will be worth it!