How Important is Schema Markup in my Digital Marketing Plan?

Digital marketing strategies are increasingly embracing schema markup. It is code that is added to your web pages to help the search engines return more informative results that match user queries.

Based on your web content, this could be extremely helpful for a buyer looking for the type of services or products that your business provides. It is becoming a necessary aspect of full digital marketing environments.

Take for example if you are introducing a new product, schema indexing tells search bots what your product or service is so that the most meaningful content can be provided to the person searching for it. For example, if you wanted to identify the Author of a specific article or book, the Schema tag could scour the Internet for that the author’s name and return relevant results.

This can help significantly with building the authority and visibility of the author and your brand. Schema markup was created for the user. It connects audiences that are looking for relevant information related to your products or company – and the results are generally more accurate. Users looking for popular products, reviews, business services offered, contact information etc., are obtaining it in a concise manner without having to sift mounds of information across your site or on the web.

Do my competitors use schema structured data?

SEO is much more than publishing new content and boosting your posts to drive traffic. It’s about driving traffic that is what users want and that converts in new client relationships.

When it comes takes today for digital marketing success, means remembering that you have both meta-audiences of humans and machines. In order to match your site’s content to the right users, search engines must first understand what your web pages are about. By implementing structured data, you better inform the search engines so they can do their job.
You can learn whether or not your top competitors are using schema and which tags they have adopted; it requires someone with the tools and knowledge needed to glean insights. The key measure of success is being found better than your competition. A study drawn from 10 billion pages from a combination of the Google index and Web Data Commons reports that 31.3 percent of pages had Schema.org markup by the end of 2015 compared to 22 percent one year previous. Google’s Dan Brickley, Microsoft’s Steve Macbeth, and R.V. Guha talk about its rapid adoption in the article Schema.org: Evolution of Structured Data on the Web.

What schema tags should I start with?

The easiest method for adding Schema information to your web pages is to hire an expert. If budgets are tight or you wish to try it yourself, use the Structured Data Markup Helper that is provided in the Google Search Console. Schema tags effectively markup you content so that all search engines recognize it. While it might be something you can learn sufficiently to get started, you will quickly find that Google is very stringent on their guidelines, especially for AMP pages, and just how your information is structured.

For those who have been penalized with a spammy markup penalty, it is not worth the lost time and effort if the data is not formatted correctly or used on the right pages, or in permissible combinations. Begin by identifying your business niche and business locations. If you sell products that your business revenue depends on, this aspect requires a great deal of attention to detail, but you need to incorporate into your digital marketing strategy as soon as possible.

1. Organization Schema Markup

2. WebSite Schema Markup

3. Product Markup code

4. Review Markup

5. Site Navigation / Breadcrumb Schema Markup

6. Video Schema Markup

7. BlogPost Markup

8. Schema Article / NewsArticle Markup

How do I test my schema tags?

Google produced an online process to review and validate Schema tags. Once the schema tags have been chosen, and before adding them to your website, test then with these steps. In order for your website to rank better, your markup needs to be implemented correctly and frequently tested for updates.

• Copy the content along with your schema code for a given page

• Go to Google’s structured data testing tool

• Select the “Code Snippet” tab

• Run test and view results on the right-hand side

• Fix any errors and rerun until all are valid

• Publish your web page

• Now using the same SDTT URL, Click on Fetch URL link and test the published page

SEOs, the future of Digital Marketing, and Schema, Where it’s at

A 2017 study performed by Microsoft’s Bing and search agency Catalyst, and carried out by Forrester Consulting discovered that a mere 17% of digital marketers currently use schema markup. That means if you dive into it, your business will gain a higher chance of outranking most of your competitor sites. The bottom line is increased revenue for early adopters.

Mandated items for schema markup are clearly identified; current warnings state that they may soon be required items in order for your web pages to validate correctly.

Summing it up concisely

In today’s competitive world, digital marketing involves the adoption of more advanced search using structured data. To remain competitive in visible search results and win new markets, embrace schema.org.

Photo by JJ Thompson on Unsplash