How To Use Website Schema Markup for Great SEO Ranking
Despite not being a ranking factor for Google, schema markup is an SEO component you do not want to ignore. Its effect on boosting SEO may be indirect, but you still should use it if you want an edge over the competition. Learning how an SEO agency uses schema markup to improve your site’s SERP ranking will give you a head start.
This article will discuss the following topics:
- How schema markup affects SEO
- How to implement schema markup on your website
- Common schema markup mistakes to avoid
We will tackle a handful of topics, so let’s go!
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The Impact of Schema Markup on SEO
As mentioned earlier, schema markup is not a ranking factor for Google, making it a secondary component in SEO. Regardless, it has a place on the checklist of the best SEO practices. Why? Several reasons give it significance.
- Improving click-through rates (CTR) - Schema markup increases your site’s chance to appear in rich results. This can lead to higher CTR, given that readers have more information about what to expect from the site.
- It allows a better understanding of content: Search engines find it easier to understand the context and connections between different elements of a page if it uses structured data. This can indirectly boost the ranking of your site. After all, search engines can only rank your site well if its contents are easy to understand.
- It helps improve relevance: If search engines clearly understand your website's content, they can better provide relevant answers to specific queries. As a result, your ranking for those queries will rise.
The benefits discussed above prove that schema markup is a great SEO tool. Even though its effect on SEO is secondary at best, it is still a nifty tool for further optimization. You should use it if you want to maximize the effectiveness of your strategy.
Steps in Implementing Schema Markup on Your Site
From making your pages better candidates for rich snippets to improving the performance of your landing page, schema markup helps your SEO in a wide variety of ways. Fortunately, using it on your website is pretty straightforward.
Below are the steps you should take when using schema markup for great SEO:
1. Identify the schema type you need: The various schema markups available include Article, Event, Product, and more. Determine the type of schema markup best suited for your website's content.
2. Decide on the properties to include: Once you have identified the schema type you need, decide on the properties you want to include in the markup. Properties vary among schema types, so select those relevant to your content. For example, an event schema markup may include an event name, start and end date, location, and more.
3. Generate the schema markup code: Several online tools, such as the Google Structured Data Markup Helper, can help you generate the code for your website. Simply input the required information, and the tool will generate the code for you.
4. Add the code to your website: Once you have generated the code, simply copy and paste it into the HTML of your website. Make sure to add it to every page you want search engines to understand better.
5. Check for errors: Testing your schema markup is like checking the pulse of your website's health. It confirms that the code accurately showcases your page's content and that search engines receive the correct signals. The tools you can use are abundant, from Google's Structured Data Testing Tool to Schema.org's Markup Tester.
6. Monitor your search engine results. Keep an eye on your search engine results to see if your schema markup positively impacts your website's visibility. Track your search engine rankings, traffic, and CTR to evaluate the effectiveness of your implementation. Google Analytics and Google Search Console can help track your site’s performance.
The steps above are not set in stone, and you may modify them to suit your business better. Still, following them should make schema markup implementation on your site easier. With the guidance of these steps, you will reap the benefits of improved SEO and increased organic traffic in no time.
Common Schema Markup Mistakes to Avoid
When it comes to schema markup, it is easy to make mistakes that can harm your website's SEO efforts. You may consult Google’s guidelines on structured data if you want a deep dive, but we have provided some pointers below.
- Incorrect use of schema markup types: Using the wrong schema markup type for your content can confuse search engines. This may cause them to incorrectly display information. To ensure accuracy, choose the right schema markup type for your content.
- Duplicate schema markup: Having duplicate schema markup on your website can confuse search engines and dilute the impact of your schema markup. To avoid this, ensure that you only use one instance of schema markup per page.
- Overusing schema markup: While it can be beneficial for your website, it is important to use it in moderation. Overusing schema markup can lead to a cluttered website and harm your website's SEO efforts.
- Not keeping schema markup up-to-date: As your website evolves, so should your schema markup. Failing to keep your schema markup up-to-date can result in incorrect information being displayed in the search results. Regularly reviewing and updating your schema markup is crucial for its continued success.
- Using the wrong vocabulary: Search engines can misinterpret your site’s content if you use the wrong vocabulary. Make sure you pick the right words so the schema markup can be displayed in the search results as intended. You can reference schema.org for the correct vocabulary for each type of markup.
As discussed above, schema markup’s effect on SEO is indirect, but optimizing it takes so little time that it is hard to argue against using it. Proper implementation of structured data markup on your website influences almost every aspect of SEO. On the other hand, completely botching it can ruin your entire campaign.
If you need expert help on schema markup, contact Digital Authority Partners.
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