Schema markup is a powerful tool that businesses can use to enhance their online presence and attract more potential customers. It's a type of structured data that can be added to a website's code to provide search engines with more information about the content on the site.
As of 2022, it's estimated that around 50% of websites are using some form of Schema markup to improve their search engine rankings and provide a better user experience.
A recent study by Searchmetrics showed that businesses can benefit greatly from using Schema markup. Websites with Schema markup rank an average of four positions higher in search engine results pages than those without it. Additionally, websites with Schema markup have a 36% higher click-through rate compared to those without it. This means that businesses that don't use Schema markup are falling behind their competitors and missing out on potential traffic.
Searchmetrics found that Schema markup is particularly effective for certain types of content. Pages with event markup had a 45% higher click-through rate than those without it, and pages with recipe markup had a 43% higher click-through rate. This highlights the importance of using Schema markup to provide search engines with as much information as possible about your content.
It's worth noting that the use of Schema markup is becoming more widespread among websites. In 2018, only 31% of websites had implemented Schema markup, but by 2020 that number had risen to 39%. This trend is expected to continue as more businesses recognize the benefits of using Schema markup to improve their online presence.
How Schema Helps Businesses, Search Engines, and Users
Improves search engine understanding
Schema markup provides search engines with additional context about your content, making it easier for them to understand what your site is all about. This can lead to more accurate search results for users, which in turn can lead to more targeted traffic to your site.
Enhances user experience
Adding Schema markup can also improve the user experience on your website. By providing search engines with additional information about your content, you can create more detailed and informative search engine results. This means that users are more likely to click through to your site if they see a rich snippet that highlights your content.
Research by Blue Nile Research found that adding Schema markup to a product page can increase click-through rates by as much as 30%.
Boosts search engine rankings
Schema markup is a powerful tool for improving your search engine rankings. By providing search engines with more detailed information about your content, you're giving them more reasons to rank your site higher in search results.
A study by SEMrush found that websites with Schema markup had an average organic search traffic growth of 33% compared to those without it.
Schema Markup Examples for a Local Business
Even with a description, it may be easier to understand Schema markup by viewing some examples. The following are Schema markup examples for a fictional Plumbing business.
LocalBusiness Schema Example
This code provides information about a plumbing company, including its name, logo, website URL, phone number, and physical address. It also includes information about the company's hours of operation, which can be used to display this information in search results.
Review Schema Example
This code can be used to display customer reviews in search results. It includes information about the reviewer, the business being reviewed, and a rating for the business.
Event Schema Example
This code can be used to provide information about a local event hosted by a business. It includes details about the event's name, date, location, and description, as well as information about the event's organizer.
Helpful Resources for Checking, Validating, and Generating Schema markup
This is a free tool provided by Google that allows you to test and validate your Schema markup. You can enter your website URL or your Schema markup code to see if it's structured correctly and identify any errors that need to be fixed.
This is the official website for Schema markup and provides detailed information on how to use Schema markup for different types of content. It also includes examples of Schema markup code that you can use as a reference.
This is a free tool that allows you to generate JSON-LD Schema markup code for your website. You can select the type of Schema markup you want to create and fill in the necessary fields to generate the code.
This is another free tool that allows you to generate Schema markup code for different types of content, including local businesses, events, and products. You can fill in the necessary fields and copy the generated code to add to your website.
This is a free tool that allows you to generate Schema markup code for different types of content, including articles, events, and products. You can fill in the necessary fields and copy the generated code to add to your website.
This is a tool provided by SEMrush that allows you to test your Schema markup for errors and warnings. You can enter your website URL or upload your Schema markup code to see if there are any issues that need to be fixed.
Schema markup is not a one-and-done task. As search engines evolve and change their algorithms, it's important to keep your Schema markup up to date to ensure that it continues to provide accurate and useful information. This requires ongoing maintenance and monitoring, but the benefits of improved search engine rankings and user experience make it well worth the effort.
Schema markup is a valuable tool that can help small business owners improve their search engine rankings, enhance user experience, and ultimately drive more traffic to their sites. By adding Schema markup to your website, you can give your business an edge over the competition and attract more potential customers.
By implementing Schema markup and keeping it up to date, businesses can gain a competitive edge and attract more potential customers. With an estimated 50% of websites now using some form of Schema markup, it's clear that this tool has become an increasingly important part of digital marketing.
Doug Hughes is a Website Magazine editor who has spent the last 20 years in digital agencies and the marketing departments of startups and growth-phase businesses. He’s the author of two marketing books and has written marketing content for over 100 businesses. Doug has a master’s degree in journalism and loves mountain biking, dogs, and running.