In the Grand ‘Schema’ Things

22nd February 2013 in SEO

For businesses with an online presence the key aim is to rank highly in search engine results (the top half of the first page preferably) in order to drive the most amount of traffic to their website.

As we all know Google is, quite rightly (in my opinion), making it harder to achieve a top spot by updating their algorithms to take into account the authority of the site and - more importantly - the quality and relevance of the content within it.

But as well as ensuring that you master all the appropriate SEO tricks, and write some cracking content, there are other tools which you can use to your advantage to make sure your site is as visible as possible.

Take, for example, ‘Schema’. *‘Schema’ is a collection of schemas, i.e., html tags, that web developers can use to markup web pages in ways recognised by major search providers. On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. 

For instance we utilised this effectively for a client which runs courses around the country by adding ‘mark-up tags’ to each event, and for a client which has multiple locations. (See code below.)

Schema markup

Not long after adding the tags to the site, the training course company had an uplift in their returned position when searching on their keywords. Result!

Schema is not limited to location and events; it can be applied to multiple items and you can have many schemas on one page, like webpage, product, reviews, breadcrumb and video.
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