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What is Schema (Structured Data) Markup?
Schema markup, also known as structured data, is a set of code added to websites to help search engines better understand content. It provides clear context, improving how search engines interpret and display information.
Schema markup can apply to many elements within a webpage. Some of the most common types of schema for SEOs include Organization, LocalBusiness, Review, Article or BlogPosting, BreadcrumbList, ImageObject, VideoObject, Person (author), HowTo, and FAQ – to name a few.
This markup most clearly communicates the page and brand’s information to search engines and can make your site eligible for certain types of features within search engine result pages.
Structured Data Formats
Two primary formats for implementing structured data:
- JSON-LD – Uses a script block to embed structured data within HTML. Favored for easy implementation and cleaner structure.
- Microdata – Embeds attributes directly into HTML tags. Can clutter code and be harder to maintain.
JSON-LD is generally recommended for simplicity and better compatibility with modern web practices.
Google Rich Results Optimization with Schema Markup
Certain structured data markup types can make your site to be eligible and optimized to appear in rich results, which are visually enhanced search results that contain more information than a typical search result. They appear in Google Search and provide additional details beyond the standard URL, page title, and description.
Some of these results are sometimes referred to as “SERP Features”, which would consist of a featured snippet, People Also Ask (PAA), or Video Carousel, while others are embedded within organic result listings themselves. Here are a few examples of rich results within SERPs.
Sometimes, search engines like Google will pick up information about your webpages and brand without schema markup being present, but it is not guaranteed. Ensuring your schema markup is comprehensive and accurate will best position your site to be promoted with enhanced results.
Here are a couple other examples of Syndicate Ferndale’s (amazing restaurant) search results showing different types of rich results.
Why is Schema Important for SEO?
Schema markup is crucial for SEO as it helps search engines understand and display website content accurately. Benefits include:
- Appearing in SERP Rich Results – Enhanced search results make websites stand out, increasing user interactions.
- Better Click-Through Rates – Rich snippets typically attract more clicks compared to standard listings.
- Higher Ranking Potential – Search engines favor sites with well-implemented schema.
- Enhanced User Experience – Clearer content presentation helps users find relevant information quickly.
Risks of schema errors include:
- Reduced Visibility – Inaccurate markup can lead to lower visibility in search results.
- Potential Ranking Penalties – Schema violations can result in penalties from search engines.
- Confusing Signals to Search Engines – Misalignment between page content and schema markup content can create conflicting signals and damage the trustworthiness of your site.
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Common Schema Issues & How to Resolve Them
Schema Validation Errors
Schema validation errors occur when the code doesn’t conform to schema standards. These errors can prevent search engines from properly interpreting your content, potentially leading to missed opportunities for rich snippets and reduced visibility in search results.
Solution: Use the Schema Validator Tool to identify and correct errors in your markup. Regularly validate your schema to ensure it meets current standards and best practices. Pay close attention to syntax errors, missing required properties, and incorrect value types.
Duplicate or Conflicting Markup
Duplicate markup arises when multiple instances of the same schema type exist on a page, while conflicting markup occurs when different schema types provide inconsistent information. This can confuse search engines and dilute the impact of your structured data, potentially leading to suboptimal rich results or even penalties.
Solution: Conduct a thorough audit of your code to identify and remove duplicates. Ensure consistency throughout your markup by implementing a systematic approach to schema implementation. Use tools like Google’s Rich Results Test to check for conflicts and resolve them by aligning your schema with the actual page content.
Rich Result Errors & Warnings
Rich result errors occur when your schema markup doesn’t qualify for a rich snippet, often due to incomplete or incorrect markup, even if it’s not technically a schema error. This can result in missed opportunities for enhanced visibility in search results, potentially lowering click-through rates.
Solution: Carefully review Google’s rich results guidelines for each schema type you’re implementing. Update your schema to include all required properties and ensure the information accurately reflects your page content.
Misalignment with Website Content
Misalignment occurs when your schema doesn’t accurately reflect your website content. This discrepancy can mislead users and search engines, potentially resulting in penalties or reduced trust in your site.
Solution: Ensure your schema aligns with on-page content, providing accurate descriptions of your elements. Implement a content review process that includes checking schema alignment whenever you update page content. Use dynamic schema generation where possible to automatically reflect content changes in your markup.
Monitoring Schema for Website Health
Regularly check schema markup during website audits and during the publishing and revision process. Keep up with schema guidelines and adjust markup as needed. Staying proactive maximizes website performance in search engine results and prevents potential penalties.
Tools for Schema Monitoring & Validation
There are many free tools that you can use to validate and monitor the structured data code on your website. Here are some of the basics that we use:
- Google’s Rich Results Test
- Schema Validator Tool
- Screaming Frog Website Crawler
- Detailed SEO Chrome Extension
Auditing, correcting, and maintaining schema markup across your site can be a tedious and time-consuming undertaking for in-house teams. Our Website Health Scan can provide you with a line of sight into your website’s structured data markup and where to prioritize fixes, along with many other fundamental technical SEO aspects.
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