As an entrepreneur or marketer, schema markup is crucial because your goal is to make it as easy as possible for search engines to crawl your website.
The easier it is for search engines to understand your website or business, the higher it will appear in search engine result pages.
So, what is schema metadata and how can it help you improve your website’s structure?
Schema metadata is code which you can add to your site. It helps search engines deliver better results for users. Schema markup gives crucial information to search engines to include in your business listing, which improves your online visibility and click-through rates.
Essentially, schema metadata is a type of microdata. It helps browsers, search engines, and web crawlers extract and process microdata for a webpage and use it to offer a better browsing experience for users.
For example, schema metadata creates a richer description, which sometimes is referred to as a rich snippet. It appears in search results.
If you use microdata, your site’s structure will be easy for search engines to crawl. And this makes it easier for your webpages to rank higher in search results.
Schema Markup Examples
Metadata includes events, star ratings, reviews, pricing, availability, payment options, and operation hours. Using metadata, you can add important information in your listings on search engines like Yahoo and Google. This makes it easier for your webpages to show up in search results’ featured snippets. For example, if you sell mobile phones online, you can add the star rating in your listing.
So, how can you add metadata to your website?
The process is simple.
- Click on Google’s Structured Data Markup Helper.
- Choose the listing you want to add metadata to. Then, copy and paste the URL in the form field.
- Add metadata on the right pane by adding the information you want to show up.
- Hit the “Create HTML” button.
- Copy and paste the yellow, highlighted code. Or click the “Download” button to get your code.
- Paste the metadata code into your content management system.
Why Implementing Schema Markup Is Essential
Search results with schema markup inform users faster. Because users can see details of your page at a glance, it helps them decide whether to click through or move to a more relevant page.
Metadata also helps your site to rank higher for different content, get discovered and ultimately get more clicks.
For example, if you’re looking to buy a new dehumidifier for your house, paying attention to schema data on the search results can help you make a better choice. Here are some of the search results when searching for a Frigidaire 70 Pint Dehumidifier:
As you can see, with schema markup you can easily see the ratings for the dehumidifier. And if you’re lucky, you can see how much it’ll cost you to buy it. By looking at the reviews, you can see what other customers are saying about the dehumidifier.
However, remember schema markup isn’t an SEO hack; it’s a staple that helps search engines find and display content to enhance the user experience.
The only way metadata can hurt your business is if your competitors are using it and you’re not.
By implementing the schema markup you can get over a 30% boost in click-through rate.
To describe your business further, you can implement basic schema markup such as website URL, logo, phone number, and social media profiles to boost your business profile.
Also, you can implement article metadata on your blogs to generate more click-throughs. This includes the headline, author, published date, and featured image.
In 2017, it was reported that only 17% of marketers were using metadata. If you aren’t on the metadata bandwagon, it’s time to jump in and implement this as soon as possible. It will help you outrank your competitors and gain more brand recognition.
In our next article, we’re going to look at how your business listings are affected when there are changes to your business.