What is Schema? How to Get Rich Results on the SERP

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Schema markup in semantic code helps search engines understand the site’s content. Learn how to effectively use schema for SEO to drive qualified traffic.

What is schema markup?

Schema markup is semantic code that can be added to a website to help search engines understand the site’s content.

Why is schema important to SEO?

Schema markup provides structured data about the information on a page and helps search engines return richer results on SERPs. Studies have shown that schema improves organic CTR.

What schema markup should be used and on which pages?

How do we implement schema?

  • Structured Data Highlighter in Search Console: This allows you to add basic markup to specific pages or page templates.
    • ** Note: You can only used Structured Data Highlighter for Events, LocalBusiness, and Articles.
  • Microdata: This is an HTML specification used to encode data.
  • JSON-LD: This is a markup data-linking format that allows for embedding of data in a <script> tag.

Schema Tools:

Structured Data Testing Tool (opens in a new tab)

  • Tests for proper schema markup

The OpenLink Structured Data Sniffer (OSDS) (opens in a new tab)

  • Scrapes and exports full schema tag lists into excel.
  • Use Case: Competitive Schema Analysis
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