Schema Markup: Is it worth it?

Schema Markup - morethanSEO

First of all, I apologise.

I know I’ve not been posting regularly lately, but I’ve had a lot of exciting life events going on over the past couple of months (both work related and not)!

But anyway, all of that aside, I wanted to go into a little detail about schema markup, how I’ve used it in the past, how the industry perceives schema and some top tips for implementing schema on your site.

What is Schema Markup?

You’ve probably heard about marking your page up with schema, and the benefits it can have on your site…

When you initially hear the definition is schema, it sounds wonderful! A collaboration of the search engines to help them better understand your site, your products and services and help you appear in various SERP features.

Schema markup

How could anyone possibly refuse?

Recent findings

Schema can be used to help Google (and other search engines) identify a lot about us, our brand and our site. They tend to use this information to present your information and data in a clear and structured way, helping deliver the right information at the right time.

Whether you’re looking to mark up with organisational Schema or be more specific stating the type of page.

For example, is your page an article? News story? How about a product page? Does your page have an author? What about aggregate ratings?

All of this, plus many more, can help Google to understand and display accurate information about your site on the web. *You can find the full list of schema options here.

Another benefit of marking up your page with Schema, means that you can optimise your site for appearing in SERP features such as quick answer results, featured snippets, PAA boxes, knowledge graphs and many more.

Featured Snippets - Search Engine Land

So what does the industry think of Schema Markup?

In a resource recently produced by Moz, structured data and schema markup, Moz explain some of the key benefits of marking up your page with schema, although this isn’t thought to improve rankings.

As of yet, there is no conclusive evidence that this markup improves rankings. But there are some indications that search results with more extensive rich snippets (like those created using Schema) will have a better click-through rate.

An article from Search Engine Journal back in 2010, highlights why marking up your site can be so beneficial, as well as how microdata can help you implement the schema on site.

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier. Microdata is a great place for beginners to start because it’s so easy to use.

However, the one downside to using microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Finally, besides Google being able to read and understand the importance of your site within a crawl, WordStream have explained some of the other potential benefits, as mentioned above, quoting;

Aside from making it easier for search engines to properly categorize your site’s content, marking up your pages with schema microdata can also be used to define and display rich snippets of your content in SERPs. Contrary to common misconception, Google does, in fact, use schema markup to display rich snippets. Clear, concise rich snippets can result in higher click-through rates, as users can quickly and easily determine whether the content on your site is what they’re looking for.

So, should I be using schema?

The truth is, no really one knows. Not yet, anyway.

No one can tell you what Schema markups to use on your site. No one can specifically tell you how this will help, or how long until your site will see benefits.

All we know is that Schema is a great way to help Google (and other search engine) better understand your site and that can only be a good thing, right?

You will soon see benefits, whether that’s rankings in position 0 or additional benefits in existing SERP results, only time will tell.

What have your recent experiences been like with using Schema? Would you recommend it?

I would.

I’d love to hear what you think, comment below!

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