The digital marketplace is increasingly becoming more competitive, with brands always looking for innovative ways to get better online recognition. In an effort to assist brands to produce the best search results consistently, Google, Yahoo!, Yandex and Bing collaborated to develop Schema.org. This code markup has become an integral part of digital marketing strategies for professionals seeking to secure clicks and stand out from the competition on search engines.

Here’s a breakdown of schema markup and why brands and marketers should care to use it:

Schema Markup: What is it?

Schema markup is a form of structured data or code integrated into a website to help search engines return enhanced page description for users. Markups provide context to a vague website by providing clarity for web crawlers, making it easier for search engines to interpret webpage data and produce informative snippets. In this way, web crawlers produce the best display of the page, highlighting key information on search result snippets.

How does it benefit websites?

Markups can be added to a variety of products and services offered by a business for increased visibility on the search engine results page (SERP). To achieve favourable online outcomes, structured data is applied to the content of a page to feed web crawlers with information needed to provide a richer browsing experience for users. Web content is indexed and returned to the SERP in a structured manner that tells web users all they need to know about a brand and services they’re searching for.

Schema markup is the most powerful form of search engine optimisation (SEO). When used correctly, the markup coding integrated into a website yields informative results on the SERP for web users. This makes website listings stand out from the rest and encourage users to click-through.

How does it boost SEO?

Although schema markup does not directly relate to SEO, it is a key factor in boosting SEO and heightening a webpage’s visibility. For example, a markup explains what a brand does; sharing core services offered by a business and best ways to get in contact. Brands can also leverage these code markers to give more details about events directly from the SERP. This drives value for brands by making webpages more informative and attractive on the SERP – ultimately increasing click-through rates.  

Final thoughts

When planning SEO strategies, digital marketing professionals should consider incorporating schema markup to drive desired business results. There is a wide range of schema markups marketers can choose from and attracting clicks begins with determining the solution that best suits the brand’s marketing strategy.

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