There’s a highly beneficial element of search engine optimization that many photographers don’t know about—and end up completely missing out on. It’s part of Google’s ranking algorithm and tells search engines about your page content.
This SEO element is schema markup. Schema is structured data or code which is added to your site to provide search engines with the information they need to know about your content to provide the best search results possible at this time.
By using schema markup, you can communicate directly with search engines, increasing the visibility of your site in search results and enhance your search listing by adding rich snippets that are displayed below the page title..
What is schema markup?
No matter how smart search engine algorithms are, they still often struggle to understand the context of the information they find on websites. For example, if a search engine sees a number, it may have a hard time determining if that number is a price or a review rating.
Schema markup helps solve that problem by explicitly telling search engines exactly what content is on your site. While human visitors to your site won’t see the schema markup, search engines will easily be able to read it and can then use this information to increase the visibility—and clickability—of your site in search results.
How schema markup improves your SEO
Schema markup makes your page look more engaging and informative in search engine results by showing what’s known as rich results. Rich results go beyond a link and a little bit of text and can include images, reviews and other non-text elements. By providing more detail to search engines than HTML code, you allow search engines to provide richer results for searchers. This makes searchers more likely to click on your site and can improve your ranking.
Rich results are experiences on Google surfaces, such as Search, that go beyond the standard blue link. Rich results can include carousels, images, or other non-textual elements. Rich results not only grab searchers’ attention, but they also provide additional information to help users decide what link to click on in their search. Use this Free Rich Results Test Tool to see if your page supports rich results.
With schema markup, you can clarify to search engines exactly what your business offers and how users can contact you. When search engines have a clearer understanding of your business and offerings, they can put your site in relevant search results, giving potential clients a better chance of finding your page.
By using schema markup, you can display tons of information about your business in search engine results, such as contact information, social media pages, blogs and more.
How do you know if schema markup is working?
Google’s Structured Data Testing Tool is the easiest tool to use to make sure your schema markup is working correctly. When you input your URL and click “Run Test”, it will show all of your schema markup in an easy-to-read format in the field on the right side of the screen.
Schema Types
There are a variety of schema types you can use to help boost your SEO.
- Local Business – This schema markup is the perfect way to advertise your services in your city or region. You can provide additional information in search results, including location info, reviews and hours.
- Product & Service Reviews – You can use the review schema markup to show users your positive reviews from previous clients.
- Articles – Structured markups for news articles or blogs allow you to add additional information, including an image, to drive more users to your content.
- Services – Highlight your specific service offerings and feature top ratings and reviews from past clients.
- Events – If you’re hosting a special event, let searchers know by using this schema markup to help your event details stand out in search results.
- Video Objects – Get more eyes on your video content by using this schema markup to attract users with quick information and a screenshot of your video.