What is Schema Markup?
Schema markup, found at Schema.org, is a form of microdata. Once added to a web page, it creates an enhanced description (commonly known as a rich snippet), which appears in search results.
Top search engines – including Google, Yahoo, Bing, and Yandex – first started collaborating to create Schema.org, back in 2011.
Schema markup is especially important in the age of Hummingbird and RankBrain. How a search engine interprets the context of a query will determine the quality of a search result. Schema can provide context to an otherwise ambiguous web page.
Schema tells the search engines what your data means, not just what it says
The content on your website gets indexed and returned in search results. Obviously. But with schema markup, some of that content gets indexed and returned in a different way. Schema markup is code (semantic vocabulary) that you put on your website to help the search engines return more informative results for users. If you’ve ever used rich snippets, you’ll understand exactly what schema markup is all about.
Schema markup helps your website rank better for all kinds of content types
- Local businesses
- TV episodes and ratings
- Book Reviews
- Software Applications
Websites that use schema markup will rank better in the SERPs than companies without markup. One study determined that websites with markup rank an average of four positions higher in the SERPs than those without schema markup.
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