If you are not taking advantage of schema markup, rest assured that you are in good company. However, schema markup can dramatically improve your website’s visibility on search engine results pages, or SERPs. Because many websites have not yet been updated with schema markup, your business website could be a step ahead of many of your competitors’ websites. More than that, it may be easier to implement than you might initially assume.
Understanding Schema Markup
Before we dig into how schema markup works and how to implement it, you need to understand what it is. Schema is search engine jargon for structured data, and markup is a fancy way of saying that you are adding to the website’s HTML code. Therefore, schema markup is a way of enhancing your website’s code so that search engines have more specific information to list on results pages.
That was easy enough. But how does it work?
Without implementing schema markup, search engines will use the meta description and page title when they create your website’s listings on SERPs. Have you noticed that some businesses have much more “structured data” showing up on SERPs? This is the result of schema markup.
Through schema markup, you are instructing search engines to include information like your business’s hours of operation, dates of special events and other valuable tidbits. You decide what type of “structured data” you want to feed to the search engines, and this gives you control over how your listing on SERPs looks.
Schema markup enables you to provide more valuable information to users who are deciding which website to visit. At the same time, your listing takes up more prime real estate on the results pages.
How Do You Add Schema Markup?
There are a few ways to enhance your business’s online presence with schema markup. One way is to add code into the website directly. Google will provide the code through its Markup Helper tool. This is an easy-to-use tool that requires you to choose the information that you want to draw attention to. Google generates the code based on the text that you highlight. Then, it’s a matter of copying and pasting. You can even use a second Google tool to see if the results are up to your standards.
Are you not confident in your ability to do the work yourself? Ask your website developer to update the schema markup for you.
If you have a smaller business that uses WordPress, you can download the WordPress schema markup plugin and follow the installation instructions. Do you want to create a new WordPress website? WP Engine provides a user-friendly design format for you to take advantage.
Many businesses are not yet using schema markup, but you can anticipate that this will become the norm soon. If your website is not currently using schema markup, now is the time to act.
This post contains affiliate links.