How to Boost Your Organic Traffic by Using Schema Markup

  • The search engines have the content about a website, but they might not be able to understand what your website wants to convey.
  • They look for certain terms and try to match them with the search query.
  • In SEO, every little edge that you can get above your competitors can make all the difference.

One of the relatively new and effective features of SEO is schema mark-up. The idea of schema-mark-up originated in the year 2011 and has been adopted by leading search engines such as Google, Yahoo, Bing, and Yandex. In the last few years, schema SEO has gained popularity, especially during the implementation of RankBrain and Hummingbird.

Schema mark-up may sound very technical; however, it is quite easy to understand. In this guide, we would be talking about how one can use schema mark-up to boost organic traffic.

To ensure that all the schema mark-up has been correctly added, test the website with the help of the Structured Data Testing Tool.

What Is Schema Mark-up?

Schema Mark-up is the data about a website’s content that helps the search engines to understand the website better. The search engines have the content about a website, but they might not be able to understand what your website wants to convey. They look for certain terms and try to match them with the search query. Using schema mark-up, the search engines can tell explicitly what the website is trying to convey. This makes it easy for the search engines to display relevant search results for a query.

How to use Schema Mark-up on your website? 

It is quite simple to implement and use schema mark-up for your website. Just follow the below steps and you would be able to use it on your website:

  1. Select the content type in Google’s Structured Data Mark-up Helper: Go to the Structured Data Mark-up Helper and out of the several options, choose the content type that suits the content of the website.
  2. Provide the URL of the Website: Enter the website’s URL in the text-box on the bottom of the form and click on the ‘Start Tagging’ button. The workspace of the schema mark-up tool would open.
  3. Select the website elements that need to be marked: Highlight the website elements that you want to mark. One can include a tag for the elements such as the name of the author, publish date, ratings, and so on
  4. Choose the tag type: After highlighting the website elements, select the tag type present in the right pane.
  5. Add tags: Repeat the above two steps to keep on adding tags until you have marked all the necessary elements.
  6. Create an HTML: After adding all the tags, click on the ‘Create HTML’ button. A new HTML script will open that has the same data as your website. There would also be metadata of the elements that you have included in the previous steps.
  7. Add the code to the website: Add the script to the website so that the changes get reflected. Thus, schema mark-up is added to the website.
  8. Testing: To ensure that all the schema mark-up has been correctly added, test the website with the help of the Structured Data Testing Tool. Open the tool and select one of the options out of Fetch URL or Code Snippet. The Fetch URL option allows one to test a live running website. In Code Snippet, one can get the preview of schema mark-up. This tool will also recommend more tags that might be required or any tags that are incorrectly added. It will also show errors and appropriate warnings.

What Are the Different Types of Schema? 

Several different schema types can boost the reputation of your website and increase its visibility to the target audience. These are as follows:

  • FAQ Snippet: FAQ refers to Frequently Asked Questions. This type of schema presents a list of questions related to a particular topic. It also discusses the corresponding answers.
  • HowTo Snippet: This schema type talks about a particular theme with the help of a tutorial video, a step-by-step guide, or an image series. It will help you in understanding how to finish a particular task.
  • Product Snippet: A product schema uses three schemas, which include Offer, AggregateOffer, and Product schemas. These are often used for selling a specific item from an eCommerce website.
  • Recipe Snippet: The recipe snippet provides information about how to make a particular dish. This information can be about the ingredients, the caloric contents, the preparation time, and similar other details related to a dish.
  • Video Snippet: Search engines can list several video results. For ranking the videos higher, just go through the guidelines on schema.org or Google’s developer guide.
  • Person Market Snippet: This schema provides the basic facts about a person. This information can include name, educational attainment, birthday, family background, achievements, milestones, and similar other information.
  • Breadcrumbs: Breadcrumbs schema focus on the path links that guide the users to the current page. The users can look at the location from the website itself. It can also help to decrease the bounce rate of the website.
Schema mark-up can result in rich snippets which can give an instant boost to the organic search traffic.

How Does Schema Mark-up Impact SEO & Search Engines? 

A website gives data to the search engines continuously. Having a schema-markup tells the search engines what the website is all about. The different ways in which schema mark-up impacts SEO and search engines are as follows:

  • Improves Click Through Rate (CTR): Schema mark-up is not a ranking factor but it can affect the ranking of a website indirectly. This is because any change in data or content of a website would impact the CTR of a website. Having a higher CTR would lead to a higher ranking in the search engine results page (SERP).
  • Prioritizes your Website: Google generally understands a website and its content on its own. Hence, without addressing the more important issues like content optimization, keyword research, etc., you should not move ahead for schema mark-up. However, once you have addressed the, it is a good idea to implement schema markup so that the search engines clearly understand your content and give more priority to your website.
  • Enhances Visibility and User Experience: Schema mark-up affects how a website is indexed. There is a higher chance of a website being displayed on the top page of search results if the website has implemented schema mark-up. It also makes the website more user-friendly and hence the customer experience is improved. Users are also able to find what they are looking for easily and quickly. This enhances the trust of a user on your website, ultimately getting you a higher number of leads and loyal customers.
  • Increases SEO Ranking: Since schema mark-up helps the search engines to understand the website and its content quickly and clearly, there is a high chance that it would lead to an improvement in SEO ranking. The website would be ranked higher in searches which can lead to higher traffic to your website.

Key Takeaways

In SEO, every little edge that you can get above your competitors can make all the difference. Hence, it becomes all the more important to add features such as schema mark-up to your website. Schema mark-up can result in rich snippets which can give an instant boost to the organic search traffic.

The above was a detailed guide on schema mark-up, how to implement it, and how it can impact SEO and search engines. In case you lack the time or resources to implement it, you can take the help of a digital marketing agency and boost the organic traffic to your website.

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Emily Browne

I'm Emily Browne, a web content enthusiast. I have been working as a content writer for three years and I like to contribute articles about SEO regularly. Also, interested in working on different niches to explore knowledge.

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