Author
metamanager
Date
04/11/2021

TL;DR: Schema markup, also called structured data, is the language of search engines. Adding it helps search engines understand your content

5 Reasons Schemas Are Important For SEO

Schema 5 reasons header

What is Schema (structured data) and why do my website need it?

Markup data, structured data or also often referred to as schema is website information structured in a way that helps search engines to read and understand your content - fast.

Example of structured data for schema type "Book":

{
  "@context": "https://schema.org/",
  "@type": "Book",
  "name": "Harry Potter and the Chamber of Secrets",
  "author": "Rowling, JK",
  "offers":{"itemOffered": "#record"}
}

Which in turn can get a markup in search results like this:

Schema Markup: Book

Looks pretty good and is informative to search engines.

Structured data no longer "nice to have" - it's one of the low hanging SEO fruit's out there. Google consider it to be beneficial for SEO as it provides information, and by using certain markup types enables so-called "rich results". Used strategically, it can become a key factor for organic visibility. Schemas educates a web crawler about the content of your page, and by adding it you increase your chances to gain more visibility and better keyword rankings.

Nonetheless, it cant be denied that most stakeholders still dont know it's significance. Shockingly, just 31% of all websites utilize some type of structured data, and the majority of them do it on a very basic level.

Here's 5 good reasons why schemas are the shit:

  1. Schemas Increases Organic Click-Through Rates With Trust
  2. Schemas Provides Extensive Rich Snippets
  3. Schemas Helps Local Businesses
  4. Schemas Helps with Promoting Events and Sales
  5. Schemas Boosts Your Website SEO

1. Improving organic click-through rates with trust

CTR measure the amount of clicks you get from your impressions, and with schemas youre able to highlight key information from your pages that are both lucrative to click on and trustworty. An indirect SEO benefit that makes your webpage easier to index by search engines as it might improve click-throughs, time on site and bounce rate - key metrics for efficient SEO.

2. Large pool of extensive rich snippets

Structured data makes your website more appealing and engaging through snippets and images, and makes it more likely for a user to click on the search results. Schemas displays specific information that you want a user to see, and will help boosting the unique selling points you have to offer. The result? More organic traffic.

3. Helping local businesses to blossom

A few markups are tailored for small businesses wanting to break through digitally. Schemas assist with displaying business details in SERPs such as logos, contact information, client support, social media activity and blogs. For a search engine this information helps them differentiate your brand from your competitors.

4. Boosting sales and promotion of events

Events can be displayed directly in the search results, and it cant get better than that. Being visible during the research phase is crucial, and popping up on queries such as "events near me" or "restaurants near me" can really help you along the way. Be where it matters with time and date, contact information and prices. Same goes with online sales. Markups can showcase key product data that makes it more natural to click on. E-commerce without schemas is such a huge miss.

5. Improving your SEO hygiene

Markups are not exact science, but it's undoubtly one of the better if not the best indirect practices to boost your rankings and visibility. Schemas just highlight and enhance data your already have on the page. If you have gone through the effort to add it, why not utilise markups so more people (and search engines) can see it? Structured data also assist the likes of Google, Bing, Yandex, etc to index and comprehend your content for better rankings. Last, it's also a good practice to have a better relationship with data. To know which information that always should be added, or omitted.


The world of SEO and markups is not always straight forward, and theres a great variety of schemas that can be used for different purposes. So how to get started? metamanager now offers a tool to directly create and publish schemas in minutes. it's pretty sick, and easy. Book a demo or request an audit for more information and get started on your structured journey.