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What is Schema Markup?

Schema markup is a specific type of code that allows a search engine, like Google, to interpret the content of a page in the way in which it was written for. For example, a web page that is answering a frequently asked question (like this one) can insert the schema markup code that is designed for FAQs, which will communicate to Google the intentions of the page. With this information available, Google can display more accurate search results to users. Schema is used for many different categories of information: businesses, events, products, reviews, videos, recipes, people, and more. 

Will the Addition of Schema Markup Improve my SERP Rankings?

Schema markup, or “microdata”, does not necessarily directly impact organic search rankings, however, it is still an excellent tool for search engine optimization. Oftentimes, web pages with schema markup will appear in their own section of the search engine results page above the rest of the organic results. For example, if you were to search “Tomato Soup Recipe”, webpages with the recipe schema code and “tomato soup” in the headings will appear at the top of the results page in a carousel or drop-down list. This means that when schema markup is combined with other good SEO practices, it can greatly improve your website’s click-through rate. Studies show that only one-third of web pages include schema markup, leaving an opportunity for your website to set itself apart in the search results.

How Can I Add Schema To My Website’s Pages?

There are a few different ways to add schema markup to your web pages. One way to do this is by putting the schema markup code directly into a website’s HTML. This can be challenging for some website owners because it requires some basic coding knowledge and access to the site’s content management system. If you’re confident working with HTML, you can browse schema.org to find the schema code that’s right for your web page, and then add it to your site’s back-end. The other way to add schema markup to your website is by using Google Tag Manager. If your site is linked to a Google Tag Manager account, adding schema is fairly straightforward, because it allows you to add snippets of code (the schema) to your website without actually editing the HTML code. All you need to do is find the correct form of schema markup for your site, create a custom HTML tag in Google Tag Manager with it, then connect a pageview trigger to the tag. 

Do You Have More Questions About Schema Markup?

If you have more questions about schema markup and how it affects your website, contact Boston Web Marketing! Our search engine optimization team specializes in helping websites and businesses achieve higher search results. Give us a call today at (857) 526-0096 or fill out the contact form on our website!

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