Schema Markups: Marketing Tool to Boost Website Ranking
Schema markup is a type of microdata used to provide additional information about the content on a webpage to search engines. Schema marketing is a collaborative effort of a community of experts, organizations, and companies collectively known as the Schema.org community. It acts as a newer form of search engine optimization, allowing you to provide snippets of useful information to boost results.
Implementing schema markup to market your businesses allow search engines to understand the context of your website. Schema markups can lead to more informative and visually appealing results in the SERPs. These markups provide information about a wide range of content, including products, services, reviews, and local businesses.
Organization schema markup
Organization markup provides search engines with information about your business, such as your company name, logo, and contact information. Organizational schema displays information about the businesses as a knowledge panel on the right side of search results.
Businesses can utilize organizational schema marketing to help improve their visibility in local search results and make it easier for potential customers to find them. Schema also plays a crucial role in reputation management as you can direct viewers to see the information you want them to focus on about your brand.
According to a search engine Land study, schema markup can lead to a 30% increase in click-through rate from the SERPs. Higher CTR is significantly achieved through brand recognition and a positive reputation.
Local Business schema markup
Businesses use this schema markup to deliver information to search engines about physical location, such as your address, hours of operation, and phone number. Google will use the data to know about users; local search intention and rank your business on top of local results.
Local business schema markup can help your business show up in local search results and make it easier for potential customers to find you. Google gets some local information from Google My Business listing, so ensure your listing is on local directories. Also, boost your presence on Google Map Pack, as most organic traffic comes from mobile.
According to a study by BrightLocal, adding schema markup to a website can lead to an average increase of 28% in the click-through rate from the local pack.
Site Link Schema
Site link schema markup can inform search engines about a website's various pages and sections.
Implementing site link schema marketing is relatively simple and includes information such as the website's
- the URLs of the different sections or pages
- a brief description of each
Businesses use this schema to allow search engines to display links to specific sections or pages within a website in search results, making it easier for users to find the information they're looking for. Site link schema will ultimately increase website traffic and improve the user experience.
Breadcrumbs schema helps search engines and users inter-relate the web pages of your site. A search engine will use this schema to understand your website's architecture and help organize your site's content.
Businesses utilize breadcrumbs schema to improve the user experience and provide search engines with a better understanding of their website. It will allow users to navigate your website effortlessly and reduce the bounce rate.
Review schema markup
Review schema markup can provide search engines with information about customer reviews and ratings for your business. This kind of schema marketing can lead to your reviews and ratings being displayed in the SERPs, providing potential customers with valuable information about your business.
According to WordStream, almost 90% of customers see reviews before buying anything. Businesses having positive reviews must use this schema markup to generate a positive outlook of your business.
If your business offers products, use this markup to give search engines detailed information about your offerings, such as price, availability, and product descriptions. E-commerce websites can benefit from product schema to display their product pages in SERP, making it easier for potential customers to find what they're looking for on SERP.
Businesses can easily outrank their competitors by using schema marketing to put the detail of the products under the spotlight.
Service schema markup
If you offer services, marketers can use this markup to provide search engines with detailed information about the services you offer, such as pricing, availability, and service descriptions. Service providers use this kind of schema marketing to appear at the top of SERP results, significantly increasing the chances of a better CTR.
A Stone Temple Consulting study found that schema markup can lead to an average increase of 4 positions in the SERPs.
Video Object Schema
Marketers can use video object markup to give search engines information about the videos on your website, such as the title, description, and duration of the video. Search engines will get a detailed description of the content in the videos allowing them to comprehend your business better.
Video schema marketing can lead to your videos showing up in the SERPs, increasing the likelihood that potential customers will click through to your website. A user will naturally click on a website link with a video attached. A study by HubSpot found that implementing schema markup on a website can lead to an average increase of 12% in organic traffic.
Image schema delivers information to search engines about the images on your website, such as the title, caption, and subject of the image. Image schema marketing will lead to your images showing up in the SERPs, increasing the interest of potential customers in your website’s content. Google ranking of your website will significantly increase if you add ImageObject schema to your site.
Additionally, it can also impact CTR and boost your marketing efforts.
Overall, all these schema markups can help your business increase its visibility in search engines and make it easier for potential customers to find the information they need. You can improve search engine results, increase click-through rates, and ultimately drive traffic and sales to your website. Businesses should implement schema markups in their marketing campaigns as soon as possible to beat their competitors and rule search engine results.
Author: Ferne Purdy
As a marketing expert, people asked me what’s the ROI of Social; I ask them… what’s the ROI of Trust and what’s the ROI of Loyalty.