A website’s schema is an integral part of its SEO strategy.
When added to a webpage, schema markup creates an enhanced description known as a “rich snippet” that appears in search results. Making effective use of schema markup can improve the visibility of your organic search results and boost click-thru rates to your website.
What Exactly Is Schema?
Schema markup is code (microdata) that is added to a website in order to help search engines return more informative results for their users. This is done by creating rich snippets—snippets of text that appear in search results but look different than standard search results.
Snippets change the organizational structure of a search result to make it more appropriate for a specific page. Do a quick search for your nearest local event center or local retail center and you may find that their search results look different from others. For instance, you may find a list of events or direct links to retail departments instead of just a regular meta description.
Schemas came about due to a collaborative effort by Google, Microsoft, and Yahoo that began in 2011. Since then, they have become an important part of SEO strategy that benefits both search engines and websites.
According to schema.org, over 10 million websites are currently using schema markup to improve their search results.
Why Does Schema Matter?
Schema matters because it tells search engines what your data means, instead of just what it says. When a search engine crawls a website, the content of your website gets indexed and returned in search results.
Google wants to provide searchers the best results. That means they rely on search intent to uncover what a searcher is truly looking for. Do they want information? Are they ready to buy? When you use schema, you show Google what your page is about so that the search engine can then use that information to determine how you’ll rank for certain queries.
What Is Schema Commonly Used For?
Schemas and snippets were invented to improve the user experience. Because of this, an effective rich snippet can increase visibility, drive traffic to specific pages, and boost a site’s click-through-rate. They are commonly used to organize data for events, recipes, organizations, retailers and businesses, restaurants, theatres, review sites, and more.
Taking advantage of schema markup can give you an edge on your competitors who may be neglecting to properly structure their search results!
How Do You Use Schema Markup?
The very first thing to do is to determine which kind of markup is ideal for your site and its content. There are over 800 types of schemas currently listed on schema.org for you to choose from. However, some are much more commonly used than others. Take a look at this list of commonly used schemas for ones that best suit your pages.
Google’s Structured Data Markup Tool can be used to generate a schema markup that is specific to your site. This tool will generate the HTML code that can then be copied and pasted directly into your site’s code. After building this, you can then use Google’s Structured Data Testing Tool to see what your markup will look like in Google’s search results.
Want to take the easy route? Whether you need a new website or help with your SEO, we can get the right schema in place to help boost your rankings and get your dispensary seen. Contact us to learn more!