Schema is Good

Schema has been an important aspect of Search for a while now and I have had a couple of decent successes with it. Schema is a beautiful thing if you competitors are not using it – the impact can be fast and furious. It can also be used to format interactive emails (GMail only) and calls to action.

Schema Rich Snippet

In SERPs, using Schema gives you beautiful rich snippets with organisations, video, music, reviews, recipes, events, products, social media profiles and so much more. It allows you to add elements such as your company logo and contact details to Knowledge Graph.

Schema allows you to present information to search engines in a language they understand and therefore allows the search engines to present that information in a clear and easy to understand format for the user.

Optimise using Schema

There are some plugins which give this functionality, on for instance, WordPress sites. I have audited a couple of larger sites which had the All-In-One plugin and the Yoast plugin both of which offer Schema. If you use one of these plugins or any of the other ones, take the time to configure them correctly and test the output, I saw about an 80% error rate in Google Search Console.

Google Search Console allows you to review your Schema code in Search Appearance / Structured Data to see if you have issues you need to address. You can click through to the Structured Data Testing Tool which will allow you to test fixes in real time.

This structured data can be in 2 main formats – Microdata or JSON – with Microdata you add elements directly into parts of your code which generate the rich snippets. With JSON, you create a bit if code and implement it either on the page or via Google Tag Manager. Adding directly on the page is GTM would be my favoured way of implementing, you add your GTM code snippet and from there you use your GTM account to point at pages and add JSON code (Microdata is not available in GTM).

This may sound like a very technical process, and there are technical aspects to it but this is something that can be done by someone who is non-technical.

Using Microdata you simply, create relevant content on a page of your site e.g. a recipes page or an events page. Generate the Microdata code, add it to the page.

Google Developers Structured Data Guide website

Author: Brendan

Currently working as an International SEO Consultant with Lionbridge, a localisation company with offices in Dublin. My role includes working with major multi-national companies on their global SEO solutions.

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