What Is Schema And How Does It Help SEO

HeyStack Mavericks November 1, 2019

Schema is a universal vocabulary that major search engines leverage to understand the contents of a web page. There are over 600 Schema types to choose from which can all be found at https://schema.org. This episode answers the question of What Is Schema And How Does It Help With SEO through a few surface-level explanations and examples. This episode is a great starting point for web developers , marketers, and business owners alike who are looking to use Schema to improve their organic reach. The video is broken down into the following topics:

1. What is Schema? Schema is a universal vocabulary agreed upon by the internet’s largest search engines to identify elements within a web page, making the content easier to crawl and understand. This enables the search engine to deliver the best content possible to its users. A full list of the available Schema properties can be found on the Schema.org website and documentation for implementation can be found through various sources throughout the web.
2. How can Schema be implemented? Schema can be implemented through JSON-LD injected between the head tags of a website, or inline through micro data. JSON-LD is independent of the content within a page while micro data attaches to the elements signaling them as properties to major search engines. There are benefits to each, but there is a clear shift towards JSON-LD being noticed across the web.
3. Types of Schema – Types of Schema include items such as “Thing”, “CreativeWork”, “Event”, and much more. Each of these Schema types have properties within them that are associated to the type. Structured Snippets can be generated from the Schema markup creating a robust listing in the SERPs. Some tools such as Yoast, a popular SEO plugin, automatically generate basic organizational Schema and article Schema, making it easier than ever for new developers to have schema within their website.
4. Inline Schema markup starts with the Itemscope and the Itemtype which wraps the properties associated to the type. The itemprops are attached to the html elements that they reference. For example the “headline” itemprop would be attached to the article’s title, which is generally wrapped with an H1 tag (if proper SEO hierarchy is executed on the page).

Schema aids major search engines in creating structured snippets to be displayed in the SERPs. These structured snippets can display event dates, reviews, address information, media content, and so much more. Once the appropriate Schema has been implemented into a webpage, it is important to run it through Google’s Structured Data analyzing tool to make sure there are no errors.

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