Google is constantly evolving to better meet the needs of its users. One example of this is structured data markup, sometimes known as schema. The schema.org initiative is a project developed by Google to establish an agreed upon set of microdata tags that help websites and search engines better communicate. Google’s greater understanding of your website allows them to more appropriately market your services and ultimately to direct more relevant traffic your way. Benefits of structured data markup include:
- Marketability: Appear more marketable on search results
- Organization: Categorize information for optimal display
- Rich Snippets: Enhance search results through rich snippets
- Traffic Relevance: Increase your website’s traffic relevancy
The term “markup” means the action of applying microdata tags to an element or elements of your content. A variety of content types can be marked up and depending on your industry, the application will vary. Services, brands, and categories are a few of many markup possibilities for your website. A great way to get started is to use Google’s Structured Data Markup Helper which guides businesses through the process of implementing the aforementioned microdata tags. Google generates code based on user inputs, so that it’s unnecessary to know HTML in order implement the microdata. For assistance with structure data markup, give us a call at 800.231.4871.
How Structured Data Markup Improves Internet Marketing
The goal of most business websites is to generate leads and increase brand awareness. Structured data markup helps with both by enhancing the visual presentation of your search result. Users deciding whether or not to click on your website after searching for a relevant keyword, will now have more information, as well as a more visually appealing presentation, to help make their decision. Proper implementation of this microdata should precipitate the following:
- Bounce Rate Decrease: Structured data eliminates the guessing game, so that uninterested users won’t click on your link and then immediately exit
- Click Through Rate Increase: Users who may not have clicked your site before, will now click on it now because they better understand what it has to offer
- Immediate Engagement: Rich snippets allow you to market to the user before they even click, which is an invaluable marketing opportunity
- Relevant Traffic: Because of the effects on the bounce rate and click-through-rate, more relevant traffic will begin to flow towards your site
Each individual benefit is valuable, but in the aggregate, they are particularly impactful. Not only does microdata markup enhance your search result, but it can also improve it. Many of the metrics listed above are used by Google and other search engines to determine the value of a website. A low bounce rate indicates engaged customers, and knowledge of this engagement prompts Google to increase your ranking. While the impact might be indirect, the result is just as good.
Schema for Search Engine Optimization
Various entities contributed to the development of schema.org. We mentioned Google as the primary initiator, but the project was collaborative in nature. It included help from Yahoo, Bing, and many of the top web developers in the world. Web crawlers that can more easily interpret information, and more appropriately index it on search results is a outcome that helps everyone. The user is more informed, the website has better traffic, and the search engine has happier users.
Business in Dallas – Fort Worth who have not yet inplemented schema.org into their website HTML can start the process today. DFW SEO offers structured data markup as part of our internet marketing services, and we don’t stop there. Our services also include SEO, PPC, web design, content marketing, and more. We believe a well-rounded online presences translates to an increase in ROI and lead generation. To learn more about structured data markup for your website, give us a call today at 800.231.4871.