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How to add Schema: structured data

Search engines use natural language processing to figure out the majority of website content. Google, Bing, Yahoo, and Yandex collaborated to devise a new language for website owners to translate website content so that search engines can understand more about website content. This language is called Schema (Schema.org).

Although the benefit of Schema is immense for an online business, it is not used as commonly as you might think, with only 31.3% of websites using schema, and even fewer actually using it correctly.

What is Schema or Schema Markup?

Schema is snippets of code that you implement on a website to help Google understand certain information on your website. This piece of code helps Google understand how to best display this information to searchers. Search engines love to learn, and with schema, search engines can understand information on your website to provide more informative results for search users.

When you add schema to your website, Google and other search engines reward your site by displaying more information about your website on the Search Engine Result Pages (SERPs). The rewards can be in the form of Rich Snippets Article Content Carousels, Review Snippet, Rich Snippet, and Recipe Snippet. Have a look at some of the examples below.

Review Snippet

Recipe Snippet

Rich Snippet Article Content Carousels

How Schema Markup Benefits SEO

Schema benefits local businesses by helping search engines identify what your website is about, the products your website sells, contact information, and more. Once your Schema has been indexed, you should also see an increase in the click-through rate for your website which is due to improving the aesthetics of your organic listing.

With Schema markup, searchers are provided with additional information before visiting the website; this assures them that the site contains the information which they are looking for. Although Google has emphasised that encoding schema in the website code does not guarantee a ranking boost, some of the SEO community have emphasised that having schema on their website has contributed to a ranking boost for the site in the long-run, most likely due to improving the CTR. Here is some data to motivate you to use schema for your website:

We’ve compiled the advantages of Schema below:

  1. Improve Website Ranking

If we believe the data released by Search Metrics, webpages that have schema incorporate rank four positions higher than websites that do not include schema. This is most likely due to the increase in CTR, which we know is a ranking factor by Google.

  1. Improve Click-through Rate

Incorporating schema allows Google to display your content in various forms to the user, which can catch the attention of the searcher and provide a better click-through rate. For example, if you are a website that ranks in no. 3, you can have a better click-through than your rival at no.1 with the help of schema enhanced rich snippets. There are various forms of rich snippets and data suggests that they make a significant impact on the number of people that visit your website.

  1. Rich Snippets for Content

As discussed in #2, rich snippets can increase the click-through; this is due to the increase in aesthetics your organic listing will have over competitors listings.

  1. Reduced Bounce Rate

Rich snippets provide the searcher with additional information about the website which helps them decide if the site is right for them. This ensures you that you receive quality traffic as users already know their required information is already on the website before clicking.

  1. Control Your Business SERP

With the attractive search result after uploading the schema code on the website, you can assist the Google My Business listing in controlling the SERP for your business name keywords.

How Does Schema Help Online Business?

Schema has become invaluable in the age of RankBrain and Hummingbird. It plays a pivotal role in driving traffic to an online business and increasing conversions. After implementing Schema, the content of the website can qualify for rich snippets.

Some business owners report that after implementing schema on their website, they witnessed a more than 50 per cent increase in traffic to the site. Therefore, as an online business, you should leverage the full potential of schema markup to increase your business presence and sales.

Implementing Schema Markup

Implementing schema.org on your website is essential to increase website traffic, click-through rates and grow organic search results. Although there are various ways you can implement schema, one of the more popular methods is by tagging the HTML code. This can be easily done with the help of Google Tag manager. Here is a systematic description of how to add schema to your website using the Google Tag Manager.

Step 1: Creating JSON-LD Markup

If you lack the knowledge of JSON-LD encoding, there is a simple way to do this. Visit SchemaApp.com, where you can generate the JSON-LD schema. You can add the properties to the schema markup and copy the code generated by the tool to your clipboard.

Step 2: Create a New HTML Tag in Tag Manager

Create a new custom tag in the tag manager and appropriately name it such as schema markup.

Step 3: Paste the markup code from the clipboard into the custom HTML box.

Step 4: Save the HTML file by clicking the blue save button at the top right corner. A message might appear ‘No Triggers Selected’, but disregard that and save the file.

Step 5: The next step is to create a new trigger for the tag to fire on. Select the Page View trigger from the trigger types. Name the trigger page view. This trigger can be used to fire other pages too.

Step 6: Configure the Page View trigger to fire on all pages.

Step 7: Open the HTML tag we created in step 2 and choose the page view trigger for the tag to fire.

Step 8: Publish the Google Tag Manager Container

Click the publish button on the top right-hand corner.

Schema markup is an excellent tool that allows businesses to stand out from the competition, attract quality traffic, increase the click-through rate and increase brand presence. With schema, a new dimension to SEO has been introduced, which businesses should leverage to expedite their growth.

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