What is schema markup?

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Search on Google is rather like driving. Road signs are very useful in providing you with extra information to help you find your way, but some signs are more informative than others. It’s this elaboration that helps people reach their destination, rather like schema markup on Google. 

By Carla Mateus, senior account executive at Stone Junction

If someone told you that there was a quick and easy way for many of you to improve your search engine click through rate with minimal effort, you'd stop in your tracks and give them your full attention. So, stop what you’re doing and let me tell you about the underused schema markup.

Schema markup is a bit of code that you put on your website to help search engines return more informative and attractive results for users. It can add all sorts of fancy details to your business’s appearance in Google search results. These rich results range from product information and ratings to local business information, actions, information panels on the right-hand side of the screen and more.

Schema.org is the markup vocabulary used for structured data developed by Google, Microsoft and Yahoo, as a language that all search engines can understand. While using schema doesn’t affect your rankings in Google, it can increase click-through rates due to the more attractive appearance of your results, ultimately resulting in more traffic to your website.

It’s well worth using, yet many businesses aren’t taking advantage of it.

Don’t worry too much about reading and writing the code; there are a lot of tools available to help businesses use schema markup for the first time. Try Technical SEO, a free schema markup generator that does all the hard work for you.

If you need any help with this or have any questions, you can contact Stone Junction on +44 (0) 1785 225416 or e-mail sayhello@stonejunction.co.uk.

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