Schema Markup: What You Need to Know

It really is difficult to oversell just how important search engines are to the success of the modern business, particularly in the mobile-driven age that we’re now living in. According to one study, a massive 93% of online experiences STILL begin with a search engine. Not only that, search is still the number one driver of traffic to websites – beating even something as powerful as social media by an incredible 300% according to most estimates.

Even going beyond that, search engine optimization (SEO) efforts are essential for another reason: they help drive local traffic right to your door. According to Google’s own study, local searches send as many as 50% of mobile visitors to your physical location within one business day after a search was performed. Furthermore, 18% of local mobile searches lead to an actual sale within the same amount of time.

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Getting to the top of the search results for your targeted keywords on Google isn’t necessarily enough to guarantee these types of results. For true long-term success, you need to go deeper and be more specific than ever before.

Which, of course, is where Schema Markup comes into play.

Schema Markup is a particular type of code that you can put into your website to help search engines not only return more information for users, but more accurate and relevant information. Created as the result of a collaboration between Google, Bing, Yandex and Yahoo!, Schema is an effort to help search engines better understand your content and, in turn, provide the highest quality results to users – thus creating a mutually beneficial situation for everyone involved at the same time.

Needless to say, Schema Markup can and should become an essential part of your larger SEO efforts for a number of compelling reasons.

The Most Important Element You’re Not Thinking Enough About

Not only is Schema Markup essential for providing valuable context to search engines to increase relevancy, but recent research indicates that it may actually play a more important role in your overall ranking than you might think.

Though search engines like Google keep the specifics of their algorithms secret to help prevent people from “gaming the system,” there are a number of indications that microdata like Schema likely plays a factor in determining how you rank for a particular query.

Despite this, only about 20% of all sites are leveraging Schema as of 2016. So not only will Schema go a long way towards increasing your rankings, increasing the quality of your leads and the likelihood that you’ll make a sale, but it can also help give your brand a significant competitive advantage at the exact same time!

Schema Markup: Getting It Right

But it’s also important to understand that using Schema Markup and using it properly are two entirely different concepts. It’s still possible to lean heavily on Schema and not generate the results you’re after if you fail to keep a number of critical things in mind.

First off, it’s important to understand that Schema Markup is valuable to your brand, but it wasn’t created with your business in mind. It was, first and foremost, created to help users everywhere. It’s a way for them to see what a website entails while they’re still in the search results and to find out more information about where you’re located, what it is that you do, how much your products and services cost and more.

Using Schema Markup to provide more specific information about an upcoming event that you’re having, including dates, times and locations, is an excellent use of this technique and a great way to attract the right type of attention. If you use Schema Markup simply to make something akin to a meta description more visible, however, this is essentially the same thing as not using it at all.

Likewise, understand that not all types of Schema Markup are created equally. There are many different content-specific techniques that you can choose from, designed for content like:

  • Articles

  • Local Business Landing Pages

  • Restaurant and Other Dining Information

  • Product Reviews

  • Events

  • Product-Specific Pages

  • And So Much More

So not only do you need to gain a better understanding of what Schema Markup is and how it is best employed, but you also need to be able to pick the right type of Markup to meet your objectives for the page or content you’re creating.

If it sounds overwhelming, don’t worry. All of this underlines the importance of working with the right team of digital marketing efforts to help take your Schema Markup and larger SEO efforts to the next level.

C1 Partners: Your Schema Markup Experts

Based out of beautiful Denver, Colorado, the experts at C1 Partners understand just how complicated digital marketing and factors like Schema Markup can be. Running the right digital marketing campaign requires you to keep a careful watch over a lot of “moving parts” and one wrong move in one area of your campaign can easily adversely affect another before you even realize you have a problem.

This is a large part of the reason why we specialize in offering small to medium-sized businesses a full scope of digital marketing solutions designed to meet their needs and achieve their objectives in the most personal and organic ways possible. In addition to Schema Markup services, we also offer general SEO services, PPC, social media marketing, lead nurturing and so much more. Every step we take is designed to help you increase your qualified leads, improve your conversions and send your sales into the stratosphere where they belong – all in the fastest and most efficient ways possible.

If you have any additional questions about why Schema Markup is such an essential part of your SEO efforts, or if you’d just like to sit down and discuss how digital marketing fits into your long-term objectives in a little more detail, please don’t delay – contact C1 Partners today.

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