#Use schema markup to make an impression in search
Use schema markup to make an impression in search: -
Schema markup (also known as structured data) is a niche area of SEO that helps search engines understand content explicitly and better match a page for searcher intent.
When one adopts schema markup on the website, one also becomes eligible for rich results.
Rich results allow content to stand out in search engine results pages, helping to engage audiences and generate clicks!
32+ different ways to stand out with rich Google results.
Google is currently using structured data to support 32 different rich results, and the number of opportunities is growing.
Google pulled the image license out of beta, introduced home business, and added shipping information to produce rich results.
COVID and changing consumer needs: -
The growing list of supported search features indicates how much Google relies on schema markup to help us communicate and engage with consumers in different ways.
Make sure people can find up-to-date information to keep themselves and their families safe.
Google presented enriched product shipping results in response to the increase in online shopping and home activities to help people in foreclosure find exercises and activities to do at home.
On the business side, rich results are a great approach to building trust early in the buyer's journey.
Getting rich results in the SERP helps build confidence at any stage of the buyer and delight customers from their first click.
The results rich in FAQs and how-tos are great features for providing information to potential buyers in an engaging way.
Identify and optimize with unique markup to understand: -
countless hours have been spent designing content for a specific audience at a specific point in the buyer's journey.
Schema markup should reflect the uniqueness of that content. Avoid putting generic markup on the page and instead spend time identifying key content the audience wants to find.
Invest time in strategy to make sure the content gets the most reach and clicks.
Identify the key content consumers need to find, spend time identifying the rich Google results that can be achieved for that type of content.
When identifying the rich result that one wants the page or page set to be eligible for, make sure that the properties required and recommended by Google are reflected in the content, as well as other schema.org types and properties.
Schema.org and Google's requirements inform the content.
Use schema markup to inform content architecture: -.
Coming to blog posts or web copy, knowing what information is required and recommended for different rich results can inform content strategy.
Adding FAQ content to the page helps optimize the content for another kind of rich result that can still be engaging and increase click throughput.
We can then architect all the product pages to have all the key information necessary for the description of the software while connecting it to an FAQ.
The FAQ should be useful to the consumer and not be used for marketing purposes only.
When one identifies opportunities and model them on a large scale, one increases the number of eligible pages to get a rich result, thus increasing the number of clicks and impressions one can achieve.
The strategy can be applied to all content going down the pipeline so that when published it is already optimized for rich results.
Use schema markup to influence business decisions: -
The SEO team has the ability to influence more than SEO within an organization.
By adding website schema markup properties in analytics platforms, or exporting the data for the data science team, one can leverage semantic analytics.
This provides numeric metrics with the kind of context that makes semantic analysis so powerful.
Done right, schema markup is the marketing data layer.
Schema markup to communicate brand changes:-
Schema markup can also be used to communicate branding changes such as a new website, acquisition, or rebranding.
Use specific properties to define changing relationships such as "same", "part of", "parent organization", and "other name". Schema markup is a great tool for explicitly calling what changes are happening and when.
The company is unique, the schema markup may reflect: -
Schema markup can be used to stand out in search across the business to design content, gain insight, and be clear about business changes with search engines!
Every business is unique.
The schema markup should reflect.
Comments
Post a Comment