{"id":5748,"date":"2018-04-30T09:40:02","date_gmt":"2018-04-30T14:40:02","guid":{"rendered":"https:\/\/nortonnorris.com\/?p=5748"},"modified":"2018-04-30T09:40:02","modified_gmt":"2018-04-30T14:40:02","slug":"giving-context-to-google-search-importance-of-schema-to-boost-seo","status":"publish","type":"post","link":"https:\/\/nortonnorris.com\/giving-context-to-google-search-importance-of-schema-to-boost-seo\/","title":{"rendered":"Giving Context to Google Search – The importance of schema markup to boost your SEO"},"content":{"rendered":"

It\u2019s something virtually every organization out there with any kind of web presence finds itself struggling with constantly\u2014how can we improve our Google search ranking?<\/p>\n

We all know this is one of the great mysteries of the universe. For years different strategies have emerged, disappeared, and emerged again. It seems like every month there\u2019s a new tactic or algorithm that\u2019s the next surefire way to conquer Google and break from the blur when it comes to search.<\/p>\n

And of course, it never really does. Or does it?<\/p>\n

The simple truth is that there is no magic bullet when it comes to improving your search ranking<\/a>. But one sure thing you can do is stay up-to-date and make sure your content is optimized to the best of its abilities, based on what we do know those characters out in Menlo Park are up to.<\/p>\n

One of the ways to do this is to use schema markup<\/a> in the metadata used to boost your site\u2019s search engine optimization. So here is some handy information that will outline what exactly schema markup is, how it can help, what it\u2019s used for, why it\u2019s so special, and more.<\/p>\n

Let us help you get the results you are looking for.<\/a><\/strong><\/p>\n

Results that inform. Results that inspire. Results that impact your bottom line. Get in touch.<\/a><\/strong><\/p>\n

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What is Schema Markup?<\/strong><\/p>\n

Schema markup is a form of microdata that gives context to metadata<\/a> that previously wasn\u2019t there. For each page of your website, there should be metadata code entered, which usually includes a meta title and meta description, that is used to connect that web page to searches being conducted on search engines like Google and Bing.<\/p>\n

With schema markup added, it gives context to search engines and allows them to interpret how closely related your page is to a search that\u2019s being conducted\u2014effectively improving the quality of those search results.<\/p>\n

Will Schema Markup Be Helpful in Improving Your Ranking?<\/strong><\/p>\n

As per usual, answering this one can be very tricky. What we do know is that using schema markup doesn\u2019t hurt your ranking, and it isn\u2019t a terribly complex process to get involved with.<\/p>\n

Also, the rich snippets<\/a> that result from using schema markup is something that can and has had a direct positive result on click-through rates. And according to Moz.com<\/a>, which conducted some internal research of its own on the issue, schema can contribute to your site\u2019s rankings.<\/p>\n

What is Schema Markup Used For?<\/strong><\/p>\n

Simply put, schema markup helps search engines understand and have a clearer picture of what information exists on any given website or web page during a search. This, in turn, can improve the quality of the results a search engine delivers to someone using it to conduct a search.<\/p>\n

It can be really easy to drown yourself in all of the tech-speak involved with understanding schema markup and the purpose it serves, but in the end it\u2019s all about giving web users higher-quality search results to their queries.<\/p>\n

How Do Search Engines Look at Schema?<\/strong><\/p>\n

Using schema markup makes it possible for search engines to classify the most important parts of your content. Google, Microsoft, and Yahoo actually all came together and created a standard microdata library that is used to recognize and interpret various parts of the content on your pages. That\u2019s what schema is.<\/p>\n

So essentially, schema tells search engines not just what your content says, but also what it means. As a result, the rich snippets that are created by having schema markup on your pages produce a much more valuable search result for web users.<\/p>\n

What Makes Schema Markup So Special?<\/strong><\/p>\n

Anything you can do to put more eyes on your website or particular web pages on your site is a good thing. And enhancing web users\u2019 ability to find information that is more closely linked to the exact search their conducting is also a good thing.<\/p>\n

Whether it\u2019s finding videos, events, old acquaintances, a specific business or company, or things like specialized services and\/or products, schema markup can have a positive impact.<\/p>\n

What\u2019s the Difference Between Normal HTML and Schema Markup?<\/strong><\/p>\n

Schema markup represents an addition to your existing HTML data. With this addition, search engines return more relevant results, and since users gain a clearer picture of what content they\u2019ll find on your site, it also means that you can benefit from increased click-throughs.<\/p>\n

What Types of Schema Markup Are There?<\/strong><\/p>\n

The big search engines recognize three types of schema markup formats:<\/p>\n