Schema markups are snippets that web developers typically insert in the header of websites to describe and specify the online content for search engines. Search engines use this info to interpret online content and portray more relevant information in SERPs (Search Engine Results Pages). When you use HTML tags, you are trying to tell the web browser how to show information.
Table of Content
Why is Schema Markup Important?
How to create and test your own HTML schema?
How do you incorporate Schema markup into your website?
Types of Schema Markup
Avoiding Common Schema Markup Errors
How can I keep track of markup improvements?
Why Is Schema Markup Important?
The goal is to improve communication with search engines. Google serves better outcomes to searchers when it comprehends entities on a deeper level. Rich snippets, rich cards, and the knowledge panel appear on SERPs after structured data has been gathered. While there is no proof that schema will improve your rankings, it does open up a plethora of possibilities.
How to Create and Test Your Own HTML Schema?
Microdata, JSON-LD, and RDFa are three code languages that can be added to your HTML to inform search engines of what is on your page.
1)JSON-LD (Javascript Object Notation for Linked Objects)
JSON-LD is a script that is added as a block header, distinct from the rest of the code on a page. Google recommends using JSON-LD data blocks "whenever possible" because they are easier to organize and change or edit when necessary.
2)Microdata
Microdata performs the same functions as JSON-LD but is different in format. Because the code must be embedded in the HTML of a webpage, it is less user-friendly to write and upgrade.
It's more difficult to use it on larger websites at scale (like e-commerce sites).
3)RDFa (Resource Descriptive Framework in Attributes)
RDFa is similar to microdata because it is added to the code of your page via HTML tags and attributes. It is, however, a little older and much more complex.
The advantage is that it may be simpler to integrate it with other apps.
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How do you incorporate Schema markup into your website?
You have two options when it comes to Schema markup implementation:
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Manual markup
Schema markup generators allow you to add structured data with no coding knowledge.
Most SEOs and website owners use Google's Structured Data Markup Helper. It includes 12 Schemas, which is more than sufficient for beginners.
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Markup generators (beginner's friendly)
If the type of Schema you require is not found in markup generators, you can add it.
The code appears intimidating at first glance, but it is actually quite simple, and you will only be required to change a few values in it. Even if you don't know how to code, you can try it manually.
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Types of Schema Markup
There are currently 792 Schemas available depending on the type of content. Google recognizes 32 different types of schema.
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HowTo
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Person
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Product
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Article
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FAQPage
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Recipe
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Book
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video object
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Fact check
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Learning video
Avoiding Common Schema Markup Errors
Human error is always possible, however, when it comes to Schema markup, it must always be double-checked.If your markup contains errors, the very least you can anticipate is that it will not function properly. In some cases, using Schema markup incorrectly can result in a Google penalty.
To avoid this, here is a list of Schema markup Do's and Don'ts:
1) Do not disregard markup validation.
A single omission in the JSON-LD code can deliver the entire piece of markup outmoded. This is why validating the code before adding it to your webpage is a must. Using Google Rich Results Test or Schema Markup Validator for these purposes will help. The latter has more features and will not only show you the structure of the markup but will also highlight the errors that are found.
2)Don't break Google's rules.
Check and strictly adhere to Google's general structured data guidelines. This will assist you in avoiding future issues.
3) Page-specific markup should be avoided.
One example of markup misuse occurs when the Rating markup for a single item is scaled to the entire category. This may also result in a Google penalty.
How can I keep track of markup improvements?
Log into Google's Search Console, go to Enhancements, and check the health of data markups applied to your pages to see how they've changed over time. If any errors are found, you will be given the exact location of the errors as well as instructions regarding how to fix those. You can now use Search Console to monitor the performance of your markup in search results in addition to tracking its technical health.
Schema markup appears complicated on the surface, but it is very simple to implement, with all of the tools
available to assist you.If you’re not using Schema markup yet, It is highly recommended. It can eventually help you show up for rich snippets and increase your online visibility. The competition may already be ahead, with many brands already having to implement Schema on their websites.