What is the importance of schema markup for technical SEO?
Schema markup, or structured data, is a special form of HTML that Google and other search engines use to make your web content more accessible. This allows them to understand the information on your page better and show it in a variety of ways within the SERPs, including rich snippets, knowledge graphs, and featured snippets.
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Using the right structured data can help your website get a higher ranking on search engine results pages (SERPs). This is because it helps search engines provide a more meaningful, relevant answer to users who are searching for specific content.
It also helps you become an entity in Google’s Knowledge Graph, which provides searchers with more information about entities that match their searches. This can be a major benefit for your website in terms of branding, visibility, and clicks from organic searches.
The most important thing to keep in mind when adding or updating your structured data is that what you tell Google should match your on-page content. If you add something that doesn’t match, it could cause a penalty from Google.
You can get a feel for how to markup your content with tools like the Schema Markup Validator, which lets you test the structure of your code and identify any errors. This tool is free and easy to use, and it will help you look like a pro in no time.
Another way to validate your structured data is through the Google Rich Results Testing Tool. This tool can tell you if your page is eligible for rich snippets and if it is, what items Google detected.
Depending on your business’ products and services, there are many different types of structured data that you can include. These can be anything from how-to carousels to images, to knowledge graphs and ratings.
These structured data can be used to create rich snippets that appear above your page title on the SERPs. These are often more interesting and appealing than regular search results and can help you stand out and nudge visitors to click on your results.
A rich snippet can be particularly useful for e-commerce websites, as it makes it easier for people to find the product they are looking for on your site without leaving the SERP. This means more traffic and a higher conversion rate.
To get started with schema markup, you should familiarize yourself with the types of structured data that Google supports. You can read the Google structured data documentation or take a look at their search gallery to see which types of structured data are most relevant for your business.
There are also several third-party tools that can help you generate and validate structured data for your site. A popular one is the Technical SEO Schema Markup Generator from Merkle, which lets you add all of the most common types of structured data to a page in a matter of seconds.