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Schema Markup

Lesson 25 from: SEO - Website Technical Audit Fundamentals

Kelly Murphy

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Lesson Info

25. Schema Markup

Next Lesson: Social Tags

Lesson Info

Schema Markup

schema, also known as structured data, is a series of tags included in the site's html. That helps categorize what's on different pages for the search engines to understand. So look at an example here. So let's say that we had googled what's the best ice cream flavor When we scroll down this website, the top tens dot com has scheme implemented and the way that we know that is that they are pulling what's called a featured snippet from that website to feature at the top of google search results. This is what we talked about before, called position zero, Whereas this is position 123. This here is referred to as position zero and this is what schema looks like. So schema is that featured snippet at the top of the search results page that provides a quick answer to a question or provides quick information in this box right here, directly in search results so that users don't have to go any further than this. And the way that google determines who shows up and which site shows up in that to...

p answer box is first by determining which websites have schema that is relevant to that question or query. So google can quickly scan these tags to determine which site offers that product or an answer to that question and then populate a relevant answer in that position zero box to provide a frictionless experience to a potential customer. All brands can use the following structured data, company info, social presence, contact info and breadcrumbs and schema can provide a huge advantage to occupying Position zero when you strategically. So first review whether schemas currently being leveraged on the site using screaming frog in the mas bar. So now that we've gone back to marc Jacobs dot com, we can click here on the Mosebar icon and then we'll click here with the magnifying glass toggle to mark up and we can see here that schema dot org is not found on this page. So this page, the category page for backpacks on marc Jacobs dot com does not have schema implemented. So what we wanna do is flag that to the client and let them know the benefits of using schema on this page, particularly a product page. So let's go to schema dot org. And this is the official site for schema where all types of schema available can be found. We can browse through the different categories of schema relevant to the client. So you can see here, we can browse the full hierarchy or the full list of types shown on one page or we can jump directly to a commonly used type. So let's jump to product schema and here you can see all the different properties that you'll need to identify for the page that you're trying to add schema to the easiest way to implement basic scheme on any state that doesn't have any is by using the data highlighter tool within google search console. So let's go there and just a heads up that you'll actually need to use the old google search console for this. So go there and under search appearance here, we can go to data highlighter if you haven't used it before, they'll show you a little primer here, you can watch this intro video if you like and then you'll go ahead and click start highlighting, then you can add a landing page that you want to add schema to right here. In this search bar you can select the type of information that you want to highlight. So they allow you to bulk ad schema to different sites. So if you want to tag this page and others like it, for example, all of the backpack pages, you would click that. If you just want to tag this page, you would click that. Then you can click OK and follow the instructions to go through them very quickly highlight all of the different tags that you want to appear as schema if that's not available. Make a list of the types of schema you'd like to recommend to. The client. So we can go back to schema dot org, determine the types that we want to use. Get clients sign off and then create a spreadsheet of the types and the accompanying required tags per schema dot org specific to the page. You're recommending schema for provide this spreadsheet to the developer who can implement this on the site

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