Ralf Schulz
By Ralf Schulz | SEO | August 12, 2014

Schema SEO 101

What is schema? Never heard of it? Schema are tiny pieces of data that make it easier for search engines to more efficiently interpret your website information. This helps Google and other engines serve the most effective and relevant results based on each user’s search query. Put simply, it determines relevancy between your onsite content and specific search terms. All of this is linked to the Schema Project, the centralized home of Schema (otherwise known as Schema.org). How does Schema work, you might ask? Schema, like other markup formats, applies microdata to web page content to define exactly how the content or information should be treated. Moz has a great explanation of how Schema.org uses rich snippets when searched in Google or other search engines. schema.org Can Schema Improve SEO and Search Rankings? Rich snippets already benefit SEO, but this isn’t only about rich snippets. At it’s core, Schema.org is about having computers, spiders, and crawling systems fully understand on-page content (and how to use it). Other systems are out there trying to do the same thing, like Silk or Apple’s Siri. Its important to understand that implementing schema in your code is not a quick and easy way to get ranked – SEO relies more on best practices that make it easier for search engines to find and display your content in the most relevant way possible. Currently using schema does not directly help you search rankings – Google has stated that using schema microdata isn’t used as a variable for ranking signals. However, using schema does benefit and improve your site’s rich snippets, which in return has the potential to help your SERP scores. Here are a few facts about schema from Bluecorona.com’s Blog

  • Google will keep supporting rich snippets for existing content, so you don’t need to redo existing content in the new schema.org format; however, switching to the new markup format could be helpful in the long run.
  • You don’t need to mark up every single property.
  • Schema.org supports all the information types supported for microdata/microformats/RDFa.
  • If your site has content not supported by schema.org, you can use a less specific type of markup or even try to use the schema.org extension system to describe a new type.

Let me know if the comments if you have any questions about Schema.org. I’d love to get a discussion going, as this is on the cutting edge of SEO technology. Thanks for taking the time to read our blog and happy optimizing!

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