An Advanced SEO Strategy
Schema introduces a new layer to your SEO strategy, focusing on the structure and context of your website’s content. Unlike traditional SEO, which primarily enhances content for human readers, Schema markup speaks directly to search engines, providing a detailed roadmap of your site’s content.
Speak Directly to Search Engine Algorithms
Using schema helps search engines understand your content better, not just the keywords. Essentially, you’re helping search engine algorithms connect your content and organization to the right people searching for related topics.
Context for Who You Are & What You Do
Every brand has a web of context around it, generally understood by search engines as “entities.” Schema markup is a powerful strategy that defines and interconnects these entities, from products and services to key personnel and locations, effectively enhancing your digital presence. Schema helps you:
- Define your services or products like features, pricing, and compatibility.
- Detail your organization’s structure, including subsidiaries, parent companies, and locations.
- Highlight key individuals—such as subject matter experts (SMEs), notable industry figures, or spokespersons within your company— that demonstrate the firm’s reputation and authority in its field.
- Connect to industry events, conferences, or webinars.
- Feature client testimonials and case studies to enhance credibility.
With schema, you can show how each part of your brand connects and contributes to your industry so your business’s story is fully understood and appreciated.
Winning with Schema SEO
In our SEO case study, one of our clients opted for our schema marketing services together with other marketing activities. The markup project involved their site’s important pages: services, case studies, and the homepage.
The results were very favorable. The organic impressions resulting from the pages with markup showed an 89% uptick, plus a jump in ranking from page 4 to page 3. It also yielded a 59% increase in click-through rate, meaning 50+% more people clicked through to their pages. This data supports the idea that schema helps match your site with the right audience.
Partner With a Data-Driven SEO Agency
Want to stand out in B2B online searches? We’re SEO experts who use schema marketing to make search engines understand your business better so you connect with the right people who want what you offer. When you partner with us, we use data to drive results.
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Frequently Asked
Questions
How does Google decide who gets a knowledge panel?
When your company gains enough authority, the panel will appear for queries related to your brand. Wikipedia is one example of an authoritative site which Google gets information from. You can link your pages to appropriate Wiki pages using the SameAs tag through schema. If your Google knowledge panel is still not showing, a schema marketing strategy combined with other marketing techniques is one way to go.
How do I add a schema to my local business?
Local business schema markup uses JSON-LD code using any schema markup builder like SchemaApp. If you have a physical address, you can use the LocalBusiness tag but for eCommerce businesses and brands, using the Organization tag is a better option. There are even subtypes to the Organization tag, from Airlines to Medical Organizations and Corporations.
Is schema important for SEO?
Yes, schema is essential for SEO since it helps the search engine get more information about your website. When web crawlers understand the context and category of your pages, the search engine can display them on search results in the form of FAQs, knowledge panels, and other rich snippets.
What are rich snippets & how do you get it?
There are many types of rich snippets such as paragraphs, tables, lists, and videos. Also called “rich cards,” these listings above other organic results and achieve high click-through rates. Google acquires this information by extracting structured data markup (also called schema) from your website. It analyzes this data to generate relevant rich snippets, like recipe or review snippets, which are displayed in the search engine results pages.
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Testimonials
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– Dan Hartnett, President of Sergeant Shredder