Schema markup is a powerful SEO technique that can help generate more search engine engagement for your website. In this post, we’ll explain what schema markup is, demonstrate how it can benefit your business, and show you some easy ways to integrate it into your site.
What is Schema Markup?
Schema markup is a tool that helps search engines better understand your business & your website content. This is done by adding small bits of code to your site; code which is unseen by users, but gives search engines new insights. The search engines take these insights and use them to create eye-catching search results, which are then more likely to attract users to your website!
A 30-Second History Lesson
Adding extra code for search engines isn’t anything new; in fact, web designers have been utilizing this for over 20 years. Broadly speaking, we call this type of code “structured data.” However, back in the early years, there was no standard for this structured data– which was less than ideal for anyone involved in the web marketing world.
Then in 2011, the leaders in the search engine industry (Google, Yahoo, and Bing) came together to create the standardization that was so sorely needed. The standard they came up with was called “Schema Markup.” By using this standard, we now have a way to consistently give search engines more information about your business and website. And when a search engine has more data about your business, it will do a better job at presenting your business in search results.
See Schema Markup in Action
There are tons of ways to use this tool. Here are some of the visually appealing search engine results that schema markup can help create:
There are lots of great markup options for local businesses, which can help your company stand out when people are searching in a specific area!
Using schema markup to highlight your product or shop reviews can help get your search result noticed!
This type of markup is a great way to get more engagement for your events!
With video becoming more & more of a “must” for marketing, using this type of markup will help you to stand out!
The examples above are just the tip of the iceberg when it comes to the possibilities available with schema markup. For a full list of supported structured data, see schema.org.
Benefits of using Schema Markup & SEO
Higher Click-Through Rate (CTR): Our eyes are naturally drawn to search engine results that have “rich text.” Search Engine Journal did a test where they added breadcrumbs schema to their site, and clicks increased by 43%!
Lower Bounce Rate: Helping search engines better understand your website content will naturally help them deliver more accurate results. This means your organic traffic will stay on your site longer, thus lowering your bounce rate. In a case study provided by Google, they demonstrate how Zip Recruiter saw their bounce rate lower by 10%.
Overall Increase in Traffic: Schema markup helps create search engine traction. Another case study from Google, this time highlighting Eventbrite, shows that schema markup resulted in a 100% increase in year-over-year growth.
Traditionally, you would need to have a solid grasp of HTML coding to implement schema markup on your website. Because of this, many website owners do not know where to begin with this type of structured data. Certainly, you could hire a developer to implement schema markup for your website, but because adding code by hand takes time, this is often expensive. However, there are some easy options available for users with WordPress websites that require little or no coding experience and save hours of work.
Many WordPress users are familiar with Yoast SEO for their helpful search engine optimization tools. However, not many people are aware they have some additional plugins explicitly designed to help with schema markup:
- Local SEO for WordPress specifically for local business markup
- Video SEO for WordPress designed for video markup
- News SEO for WordPress for sites that post a lot of articles or blog posts
- Yoast WooCommerce SEO for websites highlighting products using WooCommerce.
All 4 of these plugins are under $75 each per year, or you can bundle and save on multiple plugins. We recommend Yoast for sites that only want to focus on one specific type of schema.
Schema Pro – Our Choice!
We love Schema Pro; it’s a great all-in-one tool for those that want to take full advantage of multiple schemas. Unlike Yoast, Schema Pro has most major schema types built into a single premium plugin. In addition to the Local, Video, and News schemas available through Yoast, they also have options for:
- Job Posting
- Product (not just limited to WooCommerce, as Yoast is)
- And more, plus their library is continually expanding to include more options.
At just $79 per year or $249 for a lifetime license, Schema Pro is an excellent value for all that it offers. We recommend Schema Pro for sites that want to take advantage of multiple schema types, which is typically the most advantageous option for improving your SEO.
Let Dahl House Designs Do the Work for You
Do you want to take advantage of the benefits of schema markup without any DIY? We’d love to help!
We include basic schema markup configuration as part of the SEO services in all of our Care & Maintenance packages. So for all of our current clients with a service package, we already have Schema Pro at work for you! If you’re interested in learning more, please let us know, and we’d be glad to chat!
We also offer more advanced schema markup integration and would love to help you evaluate your site to see where best to utilize this tool. Let us know, and we’ll set up a consult.
Do you have any questions about schema markup? Let us know in the comments!