What is Schema Structured Data? - Video Transcript
Brant Soler here today I’m going to be answering the question what is schema structured data so first I’m going to hit sort of an overview and then I’m going to talk about it from the developer’s perspective because two sides to the coin so from a general perspective schema structured data is like a summary if you go and look at a menu you can see what’s going to be in a certain coffee drink and then you get it and then you experience it it’s the same idea with Google Google wants to see a summary of what’s going to be on the page before tasting it and so providing schema structured data on the page is a little snippet summary for Google to say okay this is what this page is going to be about before spending the resources to view the page now easy on its head yeah so you provide a summary and then Google knows whether it wants to read it or not but there’s more to it you see Google has something called enhancements and enhancements are awarded to websites that have good strong solid structure and provide information about that structure for example breadcrumbs if you have bread crumbs through your site that tell you how to navigate backwards through the site to the home page then Google is going to be able to construct a picture much easier than just by following the addresses to figure out what’s where and how to get there and this is part of how Google will pass value between pages in a hierarchy whether you’re going this way through deeper into the domain or this way back toward the base domain home page of the website simple there are a ton of categories of schema that you can insert into your website that will give you different enhancements sitelink search box if you ever do a search for a site like Home Depot on Google not actually going to their site but their search in Google will show you a site link search box because they’ve included the code on their page to show Google here’s how you search directly within our website so instead of going through the list of all the different enhancements you can have let me just say the more enhancements you have the more you’re showing Google that you’re paying attention and providing a good technical experience the more Google is going to be prone to show you your material and what you have to offer it’s not a substitute for Content quality but when you have a strong technical Foundation to your website all of your content is going to perform better so how does this look from a developer’s perspective in the past Google said yeah you can put your schema code here there everywhere you know a little bit code block doesn’t matter we’ll find it now Google wants you to refactor your code into one block how do you do this so you’re going to create a list of types of pages for your website your boilerplate pages like terms of service or about um general information pages and then another category for say articles or for e-commerce it’s products or collection Pages you want to make sure to identify groupings of pages and then build a single schema profile for each one so that you can have one code block that has all the different fields that you want to include in your schema now here’s the caveat and this huge caveat there’s one type field at the top of your schema and in this type field you’re going to insert all of the types of schema that you’re going to include fields for in your block so if you have article schema and you go through all the way down the rabbit hole of every single thing you can possibly include for articles and there’s a ton of material there you’re going to put article and then you’re going to have the fields available in your piece of schema include sitelink search box included in the same piece of schema not opening a new tag but all the fields within the same list and inserted into the type breadcrumbs insert into the type include the list items so that you have position one position two position three whatever the case may be every type of schema now goes into one code block so how do you know you’ve succeeded there’s a chrome tool for a schema Builder I’ll link it in the description below here there is also the schema validator you can put in your URL and have it read what schema is on your page you can also copy out your individual code block and put it into the schema validator as a code block and it will tell you bing bing bing you’ve done it correct or Bing Bing or you have problems and then you go through the debugging process don’t stop there also use the Google Rich Snippets tester make sure that you’re seeing the rich results you’re looking for in your code block when you list all the different types that you’re putting in make sure that they’re all showing up on the list without errors if there are things that are missing that are optional they’ll show up as yellow marks where you can include more information if there are things that invalidate it you’ll see it continue through the process until you have one single code block for that type of page served out of your database to fulfill the piece of schema on this type of page and then apply the template to that type of page make sure that you go through and test your results so that’s schema in a nutshell easy simple incredibly powerful if you have any more questions let me know if you want to suggest a topic for an upcoming video Hit It Up in the comments otherwise have a great day and good luck bye
What is Schema Structured Data? – Video Summary
Brant Soler here, ready to demystify the world of schema structured data! If you’ve ever wondered how to give your website an extra boost in search results, you’ve come to the right place. Schema is a powerful tool that can significantly enhance your online visibility and attract more customers.
What is Schema Structured Data?
Imagine you’re browsing a menu at a restaurant. The menu gives you a preview of each dish, helping you decide what to order. Schema structured data works similarly for search engines like Google. It provides a concise summary of your web page’s content, allowing Google to quickly understand what your page is about before even “tasting” it.
This “summary” helps Google determine whether your page is relevant to a user’s search query. But it goes beyond just relevance. Schema also helps you earn valuable enhancements from Google.
Schema Enhancements: Your Ticket to Higher Rankings
Think of enhancements as gold stars for your website. They signal to Google that your site is well-structured, informative, and user-friendly. These enhancements can lead to improved visibility in search results, rich snippets (those eye-catching search results with extra information), and even special features like sitelink search boxes.
Breadcrumb Navigation: Guiding Google Through Your Site
One example of an enhancement is breadcrumb navigation. Breadcrumbs are those navigational links at the top of a web page that show you the path back to the homepage. They make it easy for users (and Google) to understand the hierarchy of your website and navigate between pages.
Sitelink Search Boxes: Putting Your Search Front and Center
Ever noticed how when you search for a large website like Home Depot, Google displays a search box directly in the search results? That’s a sitelink search box, and it’s a powerful enhancement that allows users to search within your website directly from Google’s results page. Schema makes this possible.
The Developer’s Perspective: Refactoring Your Schema
In the past, you could sprinkle schema code throughout your web pages, and Google would piece it together. But now, Google prefers a more organized approach. They recommend consolidating your schema code into a single block for each page type.
Categorizing Your Pages
Start by categorizing your pages into different types, such as:
- General Pages: About Us, Contact Us, Terms of Service
- Content Pages: Articles, Blog Posts
- eCommerce Pages: Product Pages, Category Pages
Creating a Schema Profile for Each Page Type
For each page type, create a single schema profile that includes all the relevant schema types and their corresponding fields. This ensures that your schema code is clean, organized, and easy for Google to understand.
Validating Your Schema
Once you’ve implemented your schema, it’s crucial to validate it to ensure it’s error-free. Here are some helpful tools:
- Schema Markup Validator: This tool checks your schema code for errors and warnings.
- Google Rich Results Test: This tool shows you how your page will appear in search results with your schema markup.
- Schema Builder Chrome Extension: This tool helps you generate and implement schema markup on your website.
The Power of Schema: Beyond Enhancements
Schema offers a multitude of benefits beyond just enhancements. It can:
- Improve click-through rates: Rich snippets make your search results more visually appealing and informative, encouraging users to click on your link.
- Enhance your brand’s online presence: Schema can help your brand stand out in search results and establish your expertise in your industry.
- Boost your website’s authority: A well-structured website with valid schema markup signals to Google that your site is a credible and trustworthy source of information.
Unlocking the Full Potential of Schema
Schema structured data is a valuable asset for any website owner looking to improve their online visibility and attract more customers. By implementing schema strategically and validating your code, you can unlock its full potential and reap the rewards of enhanced search rankings, rich snippets, and a stronger online presence. If you have any questions or need assistance with schema implementation, feel free to reach out. I’m here to help you succeed!
People also ask
Common questions about Schema Structured Data.
What are some examples of how schema can be used for different types of businesses?
Schema can be used in various ways depending on your business type. For example, a restaurant can use schema to display its menu, ratings, and hours of operation in search results. An e-commerce store can use schema to showcase product prices, availability, and reviews. A local business can use schema to highlight its address, phone number, and directions.
How does schema impact voice search optimization?
Schema plays a crucial role in voice search optimization by providing context and meaning to your content. When someone uses voice search, they often ask questions in a conversational manner. Schema helps search engines understand the intent behind these questions and deliver relevant results. By using schema to mark up your content, you increase the chances of your website appearing in voice search results.
Can I use multiple schema types on a single page?
Yes, you can use multiple schema types on a single page to provide comprehensive information about your content. For example, on a product page, you can use product schema to describe the product itself and review schema to display customer reviews. Just remember to keep your schema code organized and use the appropriate schema type for each element on the page.
Is schema markup difficult to implement?
The complexity of schema markup implementation depends on your technical skills and the specific schema types you’re using. There are various tools and resources available to simplify the process, including schema generators, plugins, and guides. If you’re not comfortable coding, you can seek assistance from a web developer or SEO professional.
How long does it take for schema markup to take effect?
After implementing schema markup, it can take some time for search engines to crawl and index your changes. Typically, it takes a few weeks to a few months for schema to fully take effect and impact your search results. Regularly monitoring your website’s performance and using tools like Google Search Console can help you track the impact of your schema implementation.
Can schema markup guarantee top rankings in search results?
While schema markup can significantly improve your website’s visibility and chances of ranking higher in search results, it’s not a guarantee of top rankings. Schema is just one of many factors that search engines consider when ranking websites. Other important factors include content quality, user experience, and backlink profile.
What are some common mistakes to avoid when implementing schema markup?
Common schema markup mistakes include using incorrect schema types, marking up irrelevant or misleading information, and failing to validate your code. It’s also crucial to avoid using schema for hidden content or content that’s not visible to users. Always ensure your schema accurately reflects the content on your page.
How can I stay updated on the latest schema best practices?
Schema.org is the official website for schema markup, and it provides comprehensive documentation and guidelines. Following industry blogs, attending SEO conferences, and engaging with the SEO community can also help you stay informed about the latest schema best practices and updates.
Are there any specific schema types that are particularly beneficial for local businesses?
Yes, local businesses can benefit from using schema types such as LocalBusiness, Address, GeoCoordinates, and openingHoursSpecification. These schema types help search engines understand your business’s location, contact information, and operating hours, making it easier for local customers to find you online.
Can schema markup help my website appear in Google’s Knowledge Graph?
Yes, schema markup can increase your chances of appearing in Google’s Knowledge Graph. By providing structured data about your business, you help Google understand your entity and its relationships with other entities. This can lead to your business information being displayed in the Knowledge Graph, enhancing your brand’s visibility and authority.