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How to Use Schema Markup to Get Rich Results

How to Use Schema Markup to Get Rich Results.

Most of the new bloggers are not familiar with Schema markup and rich results. Implementing this markup has a massive impact on the visibility of your content on search pages.

The purpose of using schema is to add structured data markup to help Google and other search engines.

You've learned hundreds of SEO elements in the beginner's SEO guide. I'll teach you through this article the easy way to get your pages eligible for rich results by adding schema markup. 

Search Engine Optimization (SEO) helps users find your content easily out of tons of content available on the web. SEO is an essential task for webmasters to help Google know the content.

You should consider schema markup as a part of your SEO strategy. It helps search engines understand your content better by using structured data. Google use structured data to know the meaning and context of your web pages. 

Schema markup helps Google display better results known as rich results on the search page. So, Google loves structured data.

Structured data helps increase CTR and boost organic traffic. Unfortunately, very few bloggers know about it. Although crucial, it is one of the most neglected areas of SEO.

Why most of the new bloggers neglect or overlook schema markup? There are two possible reasons- 1) they don't understand the benefits of it, and 2) they don't know how to add schema on their web pages.

My goal is to make you a Schema Expert through this step by step easy guide. Using schema markup, you can get your pages eligible for rich results.

If you haven't ever tested the ''rich result'' of your pages, this is the right time to do that. But, before going to the test, you should understand the concept and benefits of schema markup.

Table of Content

  • What is Schema Markup and Why it is so Important?
  • Different Formats of Structured data
  • Five Incredible Benefits Of Schema Markup
  • Is Schema Markup a Ranking Factor?
  • How to get Schema Markup Code
  • Rich Results Test
  • Final Thoughts

                           Approx Words Count:2100 +
                           Approx Reading Time:3 mins 39 secs.

What is Schema Markup and Why it is so Important?

Schema markup (also refers to structured data vocabulary) is a code that you add to HTML to obtain rich results or rich snippets. Rich snippets help boost Click-Through Rate (CTR). Schema markup helps the site owners, users and search engines. markup (also known as schema markup or simply schema) is a collaborative effort of Google, Bing, Yahoo, and Yandex to create a comprehensive labelling system.

Structured data helps search engines better understanding your site and improve the way to display in SERPs.

Adding data markup vocabulary to your site helps search engines interpret what the site is about. 

According to Semrush, there are different types of schema markups. The most common type of markups are -
  • Articles
  • News
  • Reviews
  • Persons
  • Organizations
  • Events
  • Local businesses
  • And more.
You can read all types of markup.

Different Formats of Structured data

There are many formats of structured data. But Google supports the following three formats-
  • RDFa- Resource Descriptive Framework in Attributes Format
  • Microdata Format
  • JSNL-LD Format

  • Resource Descriptive Framework in Attributes or RDFa

RDFa focuses on specifying the different attributes of resource like Metadata (about), Relationship and Reverse relationship (rel and rev), Datatype of text (datatype), parter resource (src,href), content, etc.

  • Microdata Format 

The microdata format is very close to RDFa. This format focuses on attributes like item type, item, item scope, improper, etc.

  • JSON-LD Format

JSON-LD is the short form of ''JavaScript Object Notation – Linked Data''. 
JSON-LD is a widely used markup format, and Google like this format. 
This format uses ''@type'', ''@ context'' to specify the attributes.

JSON-LD is the easiest method of adding schema markup to your webpage. 36.3% website JSON-LD format.

Five Incredible Benefits Of Schema Markup 

You may ask ''why schema markup is important''.Okay, You'll get your answer in this section. 

From the perspective of SEO, there are many incredible benefits of adding schema markup to your HTML.

Besides Google, other leading search engines like Bing, Yahoo, and Yandex use schema markup and encourage you to add schema to your content. 

You can enhance the value of your content and provide more information to search engines.

Adding schema markup to your webpages is crucial due to the following benefits :

1. Provides additional information to Google

For effective crawling and indexing, any search engine needs to understand what the content is about. Structured provides additional information so, helps Google better understand your webpages and crawl and index them better.  

2. Helps Obtain Rich Results

Schema markup is one of the crucial efforts to get rich results/ rich snippets in SERPs. Although there is no guarantee that all structured data will produce rich results, it can improve the chances of getting rich results on search pages.

According to SEJ, certain types of schema markup has a greater chance to obtain rich results e.g, reviews and recipes.

3 elements - content title, description, and URL are visible in general search results.

But rich results show additional information that search engines able to collect from structured data markup.

3. Schema markup Increases CTR and Traffic

Since rich results are catchy, they can grab the attention of users. So rich results lead to a higher Click Through Rate (CTR). 

By obtaining rich snippets, structured data markup can drive more organic traffic to your site.

4. Schema markup improve Voice Search optimization

If your SEO strategy includes schema markup, you'll get your content optimized for voice search.
Voice search has already gained popularity. Over 50% of smartphone users now use Voice search. Since it is convenient and faster than the traditional ''type'' search, its popularity is going fast.

So, for better-optimized contentleverage schema markup as it can improve voice SEO.

5. Connected Schema markup can build a Knowledge Graph

Connected schema markup is the base of the semantic web and can create a Knowledge Graph.

Connected or linked schema markup helps search engines understand how your content is connected to your organization. 

Knowledge graph pulled out information from a different source and able to enhance search results. If Google can understand your content better, it can display a summary info box on the right side of search results.

Apart from the above 5 benefits, schema markup can improve several other results. 

According to the study of Schema App, rich results through adding schema markup can improve 35% more impressions, 26% more clicks,20% higher CTR, and150% more engagement on your pages. 

Is Schema Markup a Ranking Factor?

Schema markup is not a direct ranking factor, but indirectly, it helps to rank your pages having structured data.

According to Search Engine Roundtable

''Structured data by itself is not a direct ranking factor. But it does help Google understand your content, helps with adding rich snippets/cards to your search results listings, helps with click-through rates and helps Google understand your content, which gives it a better shot at ranking''.

Structured data is not a ranking factor

In the general guidelines of structured data, Google confirmed, it does not guarantee that the structured data will appear in search pages. 

In the following circumstances, Google won't show up your structured data even it is eligible as per the Rich Results Test:

  • The structured data is potentially misleading or not representing the main content.
  • The structured data is incorrect or inappropriate.
  • The content doesn't meet the structured data guidelines.
  • A hidden content referred to by the structured data.
So, for creating and implementing structured data markup, you must follow the general and other guidelines of google. 

Google clearly stated-

These are the general guidelines that apply to all structured data. These guidelines must be followed to enable structured data to be eligible for inclusion in Google Search results. Pages or sites that violate these content guidelines may receive less favorable ranking or be marked as ineligible for rich results in Google Search in order to maintain a high-quality search experience for our users.

Remember, from the dawn of this site, I've been recommending you to be a White Hat SEO.

Now you're familiar with the terms ''schema'' and structured data markup.
You've learned the importance and benefits of structured data markup. I guess still you've questions - ''where can I get the markup code'' and ''how to add the code to my site''.

Don't worry, I'm going to take you there. For implementing the data markup, you don't have to be a coder.

How to get Schema Markup Code

The process of adding schema mark up to your site easy. If you use WordPress, you can use one from several plugins available.

But this article will help those who use Blogger or other platforms where plugins are not available. You have to do it manually using any of the free tools available.

As most webmasters recommend JSON-LD and Google also prefer it, I'll cover only this format.

Although several Schema Markup Generators are there, I will cover 2 useful free tools. 

Option#1. Google Structured Data Markup Helper 

Step#1. Make the tool ready for creating correct data markup

  • There are 2 tabs on the top-website and email. You'll find website tab is active by default. 
  • On the lower part, there are also 2 tabs- URL and HTML. Here, you'll see the URL tab is active by defaults.
  • In the middle, there are 12 data types. Select the appropriate one. Paste the URL of your page just below the URL tab, as shown below.

Google Structured Data Markup Helper

Hit the ''Start Tagging'' button located at the right bottom corner.

Step#2. Data Input-Output (JSON-LD) 

The new page will appear that splits into two panels, as shown in the screenshot below. 

Structured Data Creation Process

The left panel displays your content, and the right panel shows the markup data items.

In this step, you need to input data to appear in the data panel (right). Then simply tell your tool to create HTML.

Select the title in the left panel, then select the Name field in the popup box.
Now, the title will appear next to the name in the right panel.

Likewise, select other texts on the left panel then the relevant field on the popup.
If you want to markup any image, click on then select the image field on the popup.

For marking up the author's name, URL, and other data, click on ''add missing tag''. A new popup will appear, select the field and type or paste the data. 
Avoid the field you won't mark up.

Finally, hit ''Create HTML'' at the top right corner.

Congratulations! You've created the data markup. 

But, you should check if it is JSON-LD format.

How? Look at the top of the data panel as per the screenshot below. You can toggle between JSON-LD and Microdata. Make sure JSON-LD is selected.

Structured Data for Blog Post Of Techazu


Copy the created codes directly from this page or download then copy.
Go to your web page's HTML view and paste it below the existing codes.

Option#2. MERKLE Schema Markup Generator (JSON-LD)

Go to the dashboard of MERKLESchema Markup Generator (JSON-LD) tool.
Select the Schema Generator on the left side (black shaded).

Select Article on the first white panel (where it asks Which markup would you like to create?)

Select blog post in the field of Article@type and provide other inputs (text and URLs).

Your markup code will be generated automatically and displayed on the right side of the same page. Look at the screenshot below. 

Schema Markup Generator

What is next? Copy the codes and paste them to your site as described in option#1.

I can guess you're excited, that's okay.
But don't be overexcited until you're sure that your page is eligible for rich results. It is time to test your URL to find if there is any error.


 Rich Results Test

Check here if your page supports Rich Results after adding the schema markup. 

Google’s Structured Data Testing Tool is the fastest and easiest to read. 
Insert the URL, it will show all of the schema markups in an easy-to-read format in the field on the right side of the screen. 

It shows any errors and warnings in your markup so that you can fix them if needed.

Rich Results Test of Techazu's page
Google's Rich Results Test.

I hope you enjoy reading this article. 

Before going to conclude, I'd like to tell you good news. If you want to read some special articles that I've created for my email subscriber, be sure to subscribe.

Final Thoughts

Don't hesitate to implement schema markup of your web pages, thinking that there is no guarantee of rich results.

If you pass only 10%-20% of the pages in 'Rich Result', the crazy traffic will make you rich.

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