As a digital marketing agency, search engine optimisation (SEO) is one of the core pillars of what we do. Whether it’s viral social media content, Pay-per-click (PPC), or local SEO, making sure your site climbs the all-important search engine results pages (SERPS) is our bread and butter.
In the world of SEO, schema markup is a sort of secret weapon. It flies under the radar, quietly working behind the scenes of your website to help it shine brighter on search engine results pages. Yet, despite its potential, it remains relatively underutilised. That’s why we’ve decided to demystify the schema markup and shed light on this hidden gem.
Schema markup is basically a form of microdata that creates an enhanced description (known as a ‘rich snippet’ to you and me), which appears in search results. But don’t let the technical jargon intimidate you. Think of schema markup as your website’s backstage crew, setting the stage for your site to deliver a stellar performance in SERPs.
What’s the Lowdown on Schema Markup?
So, imagine you’re an author. Your website is your book, and schema markup is the comprehensive index that makes your book more accessible. In essence, it’s a semantic vocabulary of tags that you can add to your website’s HTML to improve the way search engines read and represent your page in SERPs.
Let’s say the word ‘Avatar’ appears on your site
The search engine sees the word, but without schema markup, it doesn’t know whether ‘Avatar’ refers to the highly successful 3D movie, a type of profile picture, or something else entirely. Schema markup gives the context that makes this distinction clear.
How Can Schema Markup Can Enhance Your SEO
When used correctly, schema markup can act as a supercharger for your SEO strategy. But how exactly does schema markup enhance your SEO? Let’s dive into the details.
It helps search engines understand your content
As we’ve discussed before, it provides clear clues about the meaning of your data. This heightened understanding can lead to more accurate indexing, which means your content is more likely to appear in relevant search results.
Increased visibility on SERPS
By generating rich snippers like reviews, images, and other relevant info, schema can make your site more attractive and informative compared to standard listings. As a result, users are more likely to click on your link, boosting your click-through rates (CTR).
In fact, according to Website Magazine, websites that use schema markup rank an average of four positions higher in SERPs and have a 36% higher CTER than pages without it.
Helps to rank for position zero
Schema markup can also help you rank for position zero (also known as a ‘featured snippet’). This is crucial as it appears above all organic search results, offering maximum visibility. It provides direct answers to user queries, increasing the likelihood of click-throughs.
According to Poll the People, the top result on Google gets around 34% of all organic traffic, while improving from second to first place will double your organic traffic.
On top of this, occupying the prime spot enhances brand credibility, as search engines deem your content most relevant. This, in turn, drives higher traffic, fosters trust, and can lead to increased conversions, making it a highly sought-after position in any SEO strategy.
Brings in higher-quality traffic
It’s not just the quantity of traffic that’s improved by schema markup. It’s the quality, too. By furnishing users with comprehensive info upfront, schema markup acts as a beacon. It signals what your site is about and what it has to offer. This transparent communication empowers users to make informed decisions, ensuring that those who click on your listing are genuinely interested in your content.
Such a targeted approach reduces the likelihood of users bouncing off your site due to mismatched expectations. Instead, it attracts an audience that’s more likely to engage with your content, share it, or even convert it into customers.
This fosters loyalty in your customer base
By attracting an audience that’s already interested in your content, you’re more likely to foster a loyal user base. Studies show that retaining a loyal customer base can pay dividends, as returning customers not only spend more but also spend more frequently.
It also increases your site’s reputation with search engines.
The benefits of schema markup then come full circle, as reduced bounce rates and high engagement signal to search engines that your site provides valuable, relevant content. This demonstrates another way that schema markup can increase your visibility.
Looking to Enhance Your SERP Results with Schema?
With a proven track record in delivering top-tier SEO results, we can help you navigate the ever-evolving landscape of search engine optimisation. Our team of SEO experts have extensive experience and an in-depth understanding of the latest SEO trends and techniques, including the potent power of schema markup.
But don’t just take our word for it. Find out more on our SEO services page and see how we can supercharge your schema strategy. Or, feel free to reach out to us directly for a personalised consultation!
