Schema mark up is one of the latest evolutions in the field of SEO. It is the brain child of some of the prominent tech companies in the world such as Google, Yahoo, Microsoft, Bing, and Yandex. The goal behind developing Schema mark up is to make it easier for the search engines to parse and interpret the information on your web pages more effectively so they can serve relevant results to users based on search queries. Schema.org is a markup vocabulary for structured data that you can add to your webpage to define the different elements. Schema tells the search engines what the content means, not just what it says.
With the growing prominence of voice search market, RankBrain is getting more and more influential in Google’s core search algorithm. This makes it essential to put a web page in context to enhance SEO results.
What Schema Markup can do for Your Website-
It allows search engines to develop context of your website and webpages
Search results with detailed rich snippets, created using Schema, are considered much more likely to have a higher Click Through Rate (CTR)
It will help and enable search engines to show your site much more prominently in their results
Search engines prefer such pages to show in their result pages
Can Schema influence search rankings-
From the SEO perspective, it is good to make it easier for the search engines to find and display the content of a website. But you can’t say it is going to improve the ranking of any website. Google has clearly stated that as a ranking signal, schema microdata is not currently utilized. Although rich snippets do make your web pages appear more prominently in SERPs but it will not directly influence the ranking of the site. The positive sign is improved visibility of any site will help to enhance the click-through rates.
Rich snippets are a type of structured data markup that site operators can add to their existing HTML It allows search engines to better understand what information is contained on each web page. Without structured data, a webpage is essentially all information with no context. Incorporating structured data gives it that context. Marking up your webpages with structured data means that a search engine can read them more easily and understand what the content refers to and the content on your website gets indexed and returned in search results.
Types of Structured Data Markup-
There are three types of structured data markup
Types of items described by Schema-
Products & Offers
TV Episodes with Ratings
Recipes and More
If given proper time and effort, incorporating Schema mark up into a webpage is relatively easy. From the SEO angle, it offers far-reaching benefits for your website as well as your business.