Having great schema markup can put you ahead of the competition, so why is it one of the least used forms of SEO? Something that became clear in last week’s #SEMrushchat was that there is a lot of interest in schema, but many didn’t understand what it was or found it too complicated to use.
Structured data is absolutely worth the perseverance. Creating detailed schema feeds search engines with more nuanced information about your webpages and enhances the rich snippets, which can make your pages appear more prominently in SERPs.
To tackle this subject and give it the full attention it deserves, we had not one, but three very special guests join us for #SEMrushChat: CEO and co-founder of Schema App, Martha Van Berkel, digital marketing expert Jason Barnard and CEO and founder of the agile SEO platform RankSense, Hamlet Batista.
Take a look below at the insightful advice and valuable tips given by our guests and community, and let us know what you think in the comments.
JSON is my mark up weapon of choice.
and appropriate schema for the content. Events, company, breadcrumbs (they are underused!!)
1. Reading on the basics https://t.co/Jom4JEu04c
2. Browsing the gallery of what is possible https://bit.ly/2Se1IPi and
3. Trying this codelab from Google https://bit.ly/2vU5WEv
I recommend looking for examples. look for basic schema added bij plugins and sites when http://schema.org lacks examples.
Use Google's structured data testing tool, (or some other brand's). But beware that a lot of warnings are false positives, like in any one-size SEO tool, and are not a true reflection of how the search engine machine itself handles the microdata.
Also, keep in the back of your mind that a CMS might throw up false positive errors and warnings too if specific microdata isn't recognized as standard. Double-check how the output is handled with a good tool to make sure you're not panicking over nothing.
And don't worry: Google won't punish bad form. If something's wrong, you might not get a specific effect, but you won't be punished. Unless you are obviously overdoing it with schema spam.
And of course @marthavanberkel’s fab site!
There is some overlap between HTML5 semantic tags and schema tags. For example, <article>, <nav> vs https://schema.org/Article, https://schema.org/SiteNavigationElement.
Maybe, we could use semantic tags instead of schema when applicable.
I like that they are effortless as they plug into the CMS to get what they need.
Will probably demotivate some.
For those already on the bandwagon, this is a more (welcome) opportunity to express themselves.
What is your experience using schema?
How have you found using schema markups? We would love to know more about your experience. Tell us in the comments below what has worked, what hasn't, or what tools or plugins you would recommend to others.
We would like to thank our participants for taking part in last week’s #SEMrushchat, and don’t forget you can join us on Wednesday, February 12th at 11 am ET/4PM BST.