Schema provides a clearer picture of the content on a webpage by adding a system of markups to a specific site’s HTML code. This is beneficial in that it provides an accurate account of what is on a specific web page for search engines. Schema essentially adds in unique identifiers or adjectives that provide a great illustration of what is on that page, which can increase the accuracy of information found on search engines and help to deliver customers to your website.
Components in Schema
To better understand how Schema works and how it can benefit your business, it’s important to know more about the parts that make it up. The first component is Itemscope, which can group related content on a website site with the <div> designation. For example, Schema can group components on your website such as your business name, location and hours of operation. This makes it easier for search engines such as Google or Microsoft to pick up the relevant information and make it available to viewers.
The next component is Itemtype. Itemtype is pretty explanatory in that it accurately describes the type of item in the <div> field. Further, Itemtypes have full URLs to differentiate them in the code.
Lastly, there is Itemprop, which attributes details on the item mentioned in the <div>. As an illustration, if a webpage is speaking of a band, it is likely you’ll discover that there might be multiple items used to describe this page such as the band name, albums, band members and genre of music. Using this illustration, Itemprop compiles the information in Schema’s structure to find and label these descriptions.
There are other components within Schema that can alter a search. One of the best examples is dates. While there are a wide variety of dating formats used, Cody Jensen of SEO Blog recommends using the date time feature, which is YYYY-MM-DD within the <time> tag. This will remove any confusion that might arise and make your content easier for search engines to filter.
Another area where you might need to add some coding is with implied content. For instance, if you use a graphic on your webpage to convey information, you might want to consider using a <meta> tag especially since search engines won’t have the ability to read the information found in your graphs. When you do this it will make the information on those graphs presentable in search engines.
Finding the Right Balance with Schema
While there are many components within Schema you can use to achieve higher visibility, it’s important to only use the items that best fit your company’s needs. The idea when using Schema is to put your best foot forward, meaning to only bring relevant and engaging content to the eyes of those that are looking for you. Therefore, it’s important to devise a strategy where you only mark up items that are easy for search engines to pick up and is attractive to your potential clients. By taking this approach, your content will stand out better in search engines and your prospective clients will be able to find you easier.