Schema markup

Schema markup is code that you put on your website to help search engines return more informative results for users. If you've ever used rich snippets, you understand exactly what schema markup is all about.

Mark Mølgaard</trp-post-container

Partner & Senior SEO Specialist

What is schema markup?

Schema markup is a great way to help your website stand out from your SEO competitors. Here's why you need Schema and a Schema guide on how to add it to your web pages.

Schema markup, found on Schema.org, is a form of microdata. Once added to a website, an enhanced description (commonly known as a rich snippet) is created and displayed in search results. Search engines such as Google, Yahoo and Bing - among others - first started collaborating to create Schema.org back in 2011. Schema markup is particularly important for how a search engine interprets the context of a query and determines the quality of a search result. Schema can provide context to an otherwise ambiguous web page.

Schema and your ranking

There is no evidence that microdata has a direct effect on organic search. Nevertheless, rich snippets make your landing pages more visible in SERPs. This improved visibility has been shown to improve click-through rates.

However, one disadvantage of using microdata is that you have to label every single element on your web page. As you can imagine, this can quickly get messy. Before you start adding Schema to your landing pages, you need to figure out the 'element type' of the content on your web page. For example, does your web content focus on drinks?

RDFa - Schema

Overall, RDFa is an extension to HTML5 and was designed to help users mark up structured data. RDFa is considered a W3C recommendation, which means that it is a web standard and can be used to link structured data together. This is especially useful if you want to add structured data that extends beyond the boundaries of Schema.org.

Don't worry. RDFa is not much different from microdata. Similar to microdata, RDFa tags are incorporated with the pre-existing HTML code into the text of your website.

Hopefully, any fears you might have had when you heard the word "Schema" or "Structured Data" have been put to rest. The work may seem tedious. But given time and effort, you'll be sure to reap the benefits of your work.

Mark Mølgaard</trp-post-container

Partner & Senior SEO Specialist

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Schema markup

What is schema markup?

Schema and your ranking

RDFa - Schema

Related guides

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