Preparing pages to stand out in Google results requires constant work. The Schema Markup offers this possibility, enriching basic information and generating HTML code automatically.
With so much website competition, positioning a page or content requires quite a bit of dedication to SEO optimization. That alone guarantees the first page of Google and, mainly, the first results. In this mission, the Schema Markup has become a great ally to give you that edge.
Once used by a page, that code improves communication with search engines, resulting in more visibility for a content.
As you can see, for those who work with content marketing, it is essential to know what the Schema Markup is – stay with us to understand how to use it and the benefits it can bring you!
What is Schema Markup?
It is not new that Google algorithm communicates and recognizes optimized websites better. There are a variety of SEO resources available to improve ranking and visibility, many of which are detail driven. The Schema Markup is part of that reality, having great importance.
In practice, this is code inserted into the HTML of websites. It is a very simple change based on copy and paste, but it generates significant impacts on the strategy.
The Schema Markup is a vocabulary of labels that helps Google understand what can be found on that website. In other words, through this set of codes, the algorithms identify what the content is about and what it is related to.
It is a kind of translation resource for Google that, helps to better position the websites that use this mark in their code.
Impact on results
The Schema Markup still raises some questions, but it is important that companies and content producers understand that it has become more relevant. In recent times, using this marker has become a decisive differential for a website.
Proof of this is that, since 2017, the score became a positioning factor for Google. The algorithms try to identify this vocabulary in the pages, penalizing those who do not use it.
In practice, search engines have more difficulty understanding the content of pages when they do not use this marker. It is therefore natural that content that is already optimised in this way appears better positioned in Google ranking.
How it works
The simple code of the Schema Markup has a quite effective performance when added to the HTML code of the websites. It automatically generates an improved description of what on the page. This function is what has immediate impact on the relationship with the algorithms and favors the positioning.
Also, through that microdata code, websites strive to make Google understand what they contain. This improved description generates a better relationship with the algorithm and places the content on the first pages.
How to use that code?
The Schema Markup has specific applications, that is, it can be used on some types of content and pages when they appear in Google results. That makes a great variety of markers, because there are websites and content of all kinds looking for the first positions in the results.
When a page uses the Schema Markup, it appears differently in search engine results. The main change, and the one that makes the difference, is the greater wealth of information in the first display of the links . Those that are more abundant in detail generally use this marking.
For search engines, the breadth of this information represents greater functionality for the searcher. In practice, Google, Yahoo, Bing and other search sites only want to give the user a result that is as close as possible to their intention with the keyword search.
Possible applications of the Schema Markup
Different types of page can use this code to enrich the description of their content. Among the main categories are:
- companies and organizations;
Each of these categories opens different options for filling out the page features. The codes are different for the type of website content and this generates a more complete description , which is what you normally see among the best Google search results.
For example, if you are advertising an event page, the Schema Markup will allow you to add additional strategic information. The Google result will then bring up the title, time, place, date and other relevant information.
For the user who does the search, finding all that data on his first attempt generates a positive impact. This is exactly what Google considers when valuing the contents with the Schema Markup and, therefore, they are more valuable than the algorithms.
The work to generate the code
Many SEO professionals worry early, thinking that it will be necessary to develop the HTML code to be inserted in the pages of the websites. That would give more work and, in practice, it does not work that way. The Schema Markup is generated through the schema.org site, using the correct markup for the category.
There, everything is done intuitively and automatically . The first step is to identify the theme of the page in order to generate possibilities of further information. The more segmented the choice, the better the options to complete and the positioning achieved will be superior.
This better detailed marking will also generate more interesting possibilities to be shown in the results. If you create an event for example, the code options will provide the filling in of time, date and location, including where to buy the tickets.
After completing the information on the Schema Markup site, the code will be fully generated. Then, you just need to paste this fragment into the HTML of the website and then test if the Google algorithm is identifying all this information.
They will be recognized as rich snippets and, thus, will generate those more detailed data. It is possible to verify if they are working through a specific Google tool for that: Rich Snippets Testing Tool
How does that language bring benefits in different SEO contexts?
The use of the Schema Markup brings concrete benefits to websites, making them more search engine friendly. A proof of that is that from 2011, Google, Yahoo, Bing and Yandexcomm started to collaborate to adapt their algorithms to the contents that have that marker in their HTML codes.
In practice, this means that search engines are more likely to value these websites rather than those that do not. That alone is a very big competitive advantage and increasingly encourages content to perform this optimization.
Next, you will better understand other issues that can be considered as good SEO advantages when applying these markings on a web page.
Officially, there is no official position that guarantees that websites with Schema are better positioned in organic searches. However, in the paid results, the more information highlighted, the greater the chances that the page will appear among the top positions.
The conquest of positions in the ranking of search engines is the main benefit that can be harvested in the optimization by means of these markers. This ensures that a page is always prominent in its market, which is a decisive advantage nowadays. Top positions give websites credibility and more visibility.
Addition of featured snippets
The Schema also generates the addition of the featured snippets, that is, those boxes with objective information that are highlighted in relation to other Google results. They are known as the zero position of the ranking , that is, even before the first organic results.
The importance of the featured snippets in relation to the other responses is, visually, very great. However, in order to be there, it is necessary to manage outstanding strategic information. If the link is for an event, an example we used before, the result box will report all the main data in an objective way.
Competitiveness before other results
Your content will surely compete for visibility with several results in the same category, even talking about totally identical topics. You need to think that, at that moment, it is the details that make the difference. A higher specification and minimal information generates more user clicks.
The Schema Markup is what makes it possible for the result of a Google page to stand out in those details. In the midst of several equal results, more detailed information is enough to capture a click.
A simple and recurring example is the meal recipes. You will find several of the same, however, the marking allows you to add a piece of information such as the preparation time. Other contents without that optimization will not deliver the information, so, in this detail, the website that has the Schema stood out.
The use of the Schema Markup needs to be seen as a facilitating and beneficial factor for websites. Although it is another necessary element of SEO, it also benefits the sites that work on this type of optimization.
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