Marketing Monday Newsletter #47: The Secret Weapon for SEO Success


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What is Schema Markup? Schema markup is a method of coding your website to enhance how search engines comprehend the content and purpose of your pages. By providing specific details about your page elements and their intended display, schema markup helps search engines interpret your content more precisely, leading to potential improvements in your site’s ranking.
 

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This Search Engine Optimization (SEO) technique is essential for increasing your website’s visibility and achieving better outcomes in search engine results. 

SEO isn’t a static proposition. If you stand still, you will get left behind.

In the ever-evolving world of SEO, staying ahead of the curve requires a multi-pronged approach.

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Harnessing the power of structured data is becoming increasingly more important. This is where schema markup comes in – an excellent strategy that can significantly enhance your website’s visibility and user experience, ultimately impacting your SEO efforts.
 

High quality content, using a content cluster (an SEO strategy that optimizes website structure by organizing content around key topics), centered around cornerstone content (this is high-quality, essential information on key topics that forms the foundation of a website’s content strategy, boosts SEO, and guides visitors to important information), is the most important.  And of course, high-quality, relevant backlinks are a major factor too.
 

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What is Schema Markup?

Today’s search engines ‘crawl*’ your website to index your content. Then, using a sophisticated algorithm, they will deliver those results to users looking for the information the search engine has indexed.

Schema markup acts as a translator, giving search engines a better understanding of what your content is about. By adding specific code snippets** to your website’s HTML, it helps to classify the information you are providing. Think of it as labeling each section of your content – products, reviews, events, etc. – with clear tags that search engines can easily interpret.

*In the context of SEO, crawling is the process in which search engine bots (also known as web crawlers or spiders) systematically discover content on a website.
**A snippet in SEO is a brief summary of a webpage’s content that appears in search engine results, designed to give users a quick preview of the page’s relevance to their query.

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Why is Schema Markup Important for SEO?

While schema markup doesn’t directly guarantee higher rankings, it offers a multitude of benefits that indirectly contribute to your SEO success:

Rich Snippets*: Schema markup empowers search engines to display rich snippets in search results. These enhanced snippets can include product ratings, event details, or author information. Rich snippets are visually appealing and provide users with a more comprehensive understanding of your content, potentially increasing click-through rates (CTR).

*Rich Snippets are normal Google search results with additional information displayed.
 

Here are some Rich Snippets that include ratings, time to prepare, images and brief information about the recipe.

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Rich Snippets for reviews and thumbnails.

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An example of two Rich Snippets with schema markup and one without.

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  • Improved Search Engine Understanding: By providing the search engines with a clear layout of what your content is about, schema markup helps your content to be categorized and indexed more effectively. This can lead to your website appearing in more relevant search queries, even if your exact keywords aren’t used. 
  • Enhanced User Experience: With rich snippets providing users with a clearer picture of your content upfront, schema markup can improve user experience. Users are more likely to click on a search result that offers valuable information directly within the Search Engine Results Page (SERP) itself.

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Beyond Rankings: The Broader Impact of Schema Markup

The benefits of schema markup extend beyond just traditional SEO. Here’s how it impacts your online presence:

  • Increased Brand Awareness: Rich snippets with your brand logo and detailed information can enhance brand recognition.
  • Local SEO Boost: Schema markup is particularly effective for local businesses. By providing accurate business details and location information, you can increase your visibility in local search results.
  • Voice Search Optimization: As voice search becomes more prevalent, schema markup plays a crucial role. Structured data helps search engines understand the context of your content, making your website more discoverable through voice assistants like Google Assistant and Siri.

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Embrace the Future of SEO with Schema Markup

Schema markup, like the rest of a good SEO campaign, is not a one-time fix but an ongoing strategy. Regularly updating your markup as your content evolves and staying informed about new schema types being introduced is necessary for long-term success. Remember if you stand still, you will get left behind!

By embracing schema markup, you’ll equip your website with the tools necessary to thrive in the dynamic world of SEO. This will ultimately attract more visitors and achieve your online goals.

Sound complicated? That’s because it is. But don’t worry, DIT Web Solutions is here to help. We know you don’t have time to become an expert in all of this. That’s why our experts will handle everything for you.
 

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DIT Web Solutions Can Help!

At DIT Web Solutions, we understand the power of schema markup and its’ impact on SEO success. We’ve recently expanded our team of SEO professionals to enhance our delivery of the technical aspects of this.

Our team of experienced digital marketing professionals can help you:

  • Identify relevant schema types for your website.
  • Hand-code and implement customized schema markup code.
  • Test and validate your schema markup implementation.
  • Monitor the performance of your schema markup and make adjustments as needed.

By partnering with DIT Web Solutions, you can ensure the content on your website is leveraging the full potential of schema markup to boost your search engine visibility and attract more traffic.

DIT Web Solutions is here for you — call me today!
 

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Louie Pateropoulos, Partner
louie@ditcanada.com


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