Schema is a type of structured data that provides additional information about a website to search engines. It helps search engines better understand the content on a website, making it easier for them to display it in search results.
Structured data is a standardized format for providing information about a page and classifying the page content. It uses a specific syntax, called schema.org markup, to encode the data in a way that can be easily understood by search engines. The schema.org markup is added to the HTML code of a page and provides additional information about the page content, such as the type of content (e.g. article, product, event, etc.), the name of the author, the publication date, etc.
How does structured data work
By using schema, websites can provide search engines with more information about their content, making it easier for search engines to display it in a way that is useful for users. This can lead to higher visibility in search results, and can also improve the appearance of a website’s search result listing, for example, by displaying rich snippets that show a summary of the content, images, or other information.
In summary, schema is a type of structured data that helps search engines better understand the content on a website. By using schema, websites can improve their visibility in search results and provide a better user experience.
Why add structured data to a page?
Adding structured data to a page can improve the way the page appears in search engine results, making it easier for users to find and understand the content of the page. It can also provide additional information to search engines and other systems, enabling them to better understand the content of the page and use it in various applications such as voice assistants, rich snippets, and knowledge graphs. This can lead to better visibility and credibility for the website.
How structured data works in Google Search
Google Search uses structured data to understand the content of a web page and to present it in a more informative and visually appealing way in search results. When a web page includes structured data in a standardized format such as schema.org, Google can identify and extract specific information from the page such as the page’s title, description, images, and other details. This information can be used to create rich snippets, which are enhanced search results that include additional information and visual elements.
Google also uses structured data to build its knowledge graph, which is a database of information about people, places, and things that can be displayed in search results to provide users with quick answers to their queries. By adding structured data to a page, webmasters can help Google better understand the content of the page and provide more accurate and relevant information to users in search results.
Structured data format
Structured data is a standardized format for describing and annotating the content of a web page. The most commonly used structured data format is schema.org, which is an open, standardized vocabulary for describing entities and the relationships between them on the web.
Other popular structured data formats include Microdata, RDFa, and JSON-LD. Microdata and RDFa are HTML-based formats that use HTML attributes to embed structured data into the page’s HTML code. JSON-LD is a JavaScript-based format that uses a separate script block to embed structured data into the page.
Each format has its own syntax and conventions, but all provide a way to add metadata to a web page in a standardized way that can be easily processed and understood by search engines and other systems. By using a structured data format, webmasters can provide additional information about the content of a page, making it easier for search engines and other systems to understand and use the content.
Get started with structured data
Getting started with structured data involves the following steps:
- Choose a structured data format: The most commonly used structured data format is schema.org, but there are also other formats such as Microdata, RDFa, and JSON-LD. Choose the format that best fits your needs and technical capabilities.
- Determine what to annotate: Decide what information on your website you want to annotate with structured data, such as product information, reviews, event information, or personal information.
- Mark up your web pages: Use the syntax and conventions of the structured data format you have chosen to annotate your web pages. For example, if you choose schema.org, you would add metadata to your HTML code to describe entities and relationships on the page.
- Test your structured data: Use the Google Search Console or other testing tools to ensure that your structured data is properly implemented and can be parsed and understood by search engines.
- Monitor and update your structured data: Regularly monitor your structured data implementation and make updates as needed. Structured data is an ongoing process and should be regularly reviewed and updated to ensure it is accurate and up-to-date.
Note: Always follow the guidelines and best practices for the chosen structured data format to avoid any errors or penalties from search engines.
Measuring the effect of structured data
Measuring the effect of structured data on a website involves tracking changes in search engine visibility, click-through rates, and user engagement. Here are a few ways to measure the impact of structured data:
- Search engine visibility: Monitor the visibility of your website in search engine results pages (SERPs) by tracking changes in search engine ranking, rich snippets, and other features that rely on structured data.
- Click-through rates: Track changes in click-through rates (CTR) to see if the implementation of structured data has led to an increase in clicks to your website from search results.
- User engagement: Monitor changes in user engagement metrics such as time on site, bounce rate, and page views to see if the use of structured data is having a positive impact on user experience.
- Analytics tools: Use analytics tools such as Google Analytics to track changes in traffic, conversions, and other key metrics that can indicate the effectiveness of structured data.
It’s important to note that the impact of structured data can vary depending on several factors such as the type of website, the volume of traffic, the type of structured data used, and the competition in the market. Regular monitoring and analysis are crucial to understanding the impact of structured data and making any necessary changes to improve its effectiveness.