Most will assume it relates to databases (Oracle database schema, MySQL database schema). Still, thanks to algorithm updates in Google, schema data markup is also called structured data markup or rich snippets. Structured markup is a type of data implemented on your website that makes it wildly easier for search engines to read what is happening on your site. That’s the short version.
The more extended version comes courtesy of the Schema.org site and states that schema is a universal language of sorts that:
…Webmasters use this markup on HTML pages in ways recognized by major search providers, and that can also be used for structured data markup interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages.
Many sites are generated from structured data, which is often stored in databases. When this data is formatted into HTML, it becomes very difficult to recover the original structured data. Many applications, especially search engines, can benefit greatly from direct access to this structured data. On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.
A shared markup vocabulary makes it easier for webmasters to decide on a markup schema and get the maximum benefit for their efforts. So, in the spirit of sitemaps.org, search engines have come together to provide a shared collection of schemas that webmasters can use.
“That makes some sense, but how does Schema Data Markup (structured data markup, rich snippets) work exactly?”
Glad you asked. When you apply scheme data markup to an HTML page, it alerts the search engines of specifics on how to treat the page and what to do with its information. As with other markup formats, schema microdata is applied to the content of a page to define precisely what it is and how it should be treated. There are some schema data markups you can add to a page’s HTML code, all slightly different but with critical functions for a page.
One must adhere to a specific hierarchy when inserting schema or structured data markup into their page’s HTML code. We snagged the following screenshot from the Google Developer blog that gives us a few examples of Schema Data markup for different types of businesses with additional needs.
Schema Data Markup, also called structured data markup or rich snippets, isn’t just flipping a switch. It takes a lot of time and can be pretty painstaking, given that you have to mark up every page on your site individually that you want the schema on. But it is worth it. Since everyone has a different way of writing out times and dates, Google and the search engine powers cannot digest the same information. With Schema Data Markup, the universality of dates and times is recognizable and easily translated.
As far as how to implement schema data markup, it’s a fairly intensive process. You’ll find schema markup must be manually added to each page. If you have a site of thousands and thousands of pages, settle in for a long night of work. Smaller areas are at an advantage, given they have fewer pages to markup. Follow the steps outlined in Schema.org Getting Started page to get started. When you think you’ve got your schema markup all set, head to Google’s Structured Data Markup Testing Tool (Google structured data markup helper) and ensure everything works correctly.
Schema Data Markup and SEO
Implementing schema data helps a search engine crawler understand what’s happening on your site more efficiently and precisely and enhances your internet marketing efforts. It’s not an easy fix (not just because it has to be done page-by-page), but it is a step in the right direction for your site.
Further, you don’t have to add structured markup language to every page on your site. (All webmasters with huge sites can breathe a sigh of relief.) No. Not every page needs to be marked up. However, the more pages you add schema data markup to, the more precise your overall site message becomes to Google and other search engines. And that’s a good thing regarding relevancy and interpretation of content.
The rundown on Schema Data Markup (structured data markup, rich snippets)
What schema data markup boils down to is somewhat simple:
Schema markup makes it easier for search engine crawlers to read your site and display its information in an eye-pleasing, user-friendly way. There are many different types of markups for various businesses, brands, sites, etc. And while there are no definitive SEO advantages or keyword ranking increases that can directly be attributed to schema data markup, there are other advantages. For instance, if more information from your site is displayed within search results, you will most likely see an increase in click-through rates, which is the ultimate goal of ranking on Google.
Adding schema data markup to your site is not a simple task, as we mentioned, but it is essential. Given that Google is constantly changing its game, who’s to say they won’t require Schema Data Markup sometime shortly? (That is 100% speculation, but you know how they like to do that.)
Why not try out some Schema Data Markup on your site today? The SEO Inc. crew would be happy to discuss implementation with you should you need further assistance, especially for your more significant areas.