Eli5 - What is schema and structured data? Why is it important to SEO?

What is schema?

Schema, also known as schema markup or structured data, is like a special language that helps search engines understand what a webpage is all about. Imagine you're trying to tell a story to a robot. You can't just use regular words like you do with your friends; you have to use a specific set of instructions so the robot knows exactly what you're talking about. That's what schema does for webpages—it gives search engines clear instructions about the content on a webpage.

Why Is schema markup important for SEO?

Now, you might wonder why bother with this special language? Well, think of it like this: when you use schema markup on your website, it's like giving search engines a detailed map of what's on each page. This helps search engines show your website in more helpful and engaging ways in search results. For example, if you're searching for a recipe, schema markup can help search engines show you not just a link to a recipe, but also a preview with the cooking time, ingredients, and even a picture—making it easier for you to find what you're looking for. And when your website stands out like this, more people might click on it, which can boost your website's visibility and traffic. According to Google, enterprise websites increase 20+% click-through rate and 80% conversions.

Types of schema markup

There are different types of schema markup for different kinds of content. Just like how you have different categories for your toys—some are cars, some are dolls, some are animals—schema markup helps classify different types of content on the web. For example, there's schema markup for recipes, articles, events, products, and much more. Each type of schema markup provides specific details that help search engines understand and display the content in the best possible way. So, whether you're sharing a recipe, promoting an event, or selling products online, there's a schema markup that can help you communicate that information clearly to search engines.

Schema markup for e-Commerce

For e-commerce websites, using schema markup is especially crucial because it helps provide detailed information about products, making them more visible and appealing to potential customers. Here are some key types of schema markup that e-commerce websites should consider using:

1. Product Markup: This type of schema markup provides essential details about a product, such as its name, description, price, availability, and reviews. Including product markup on your e-commerce pages can help search engines display rich snippets, which are enhanced search results that show additional product information directly in the search results. This can make your products more attractive to users and increase click-through rates.
2. Breadcrumb Markup: Breadcrumb markup helps search engines understand the hierarchy and structure of your website. It shows users the path they took to arrive at a particular page on your site. For e-commerce websites with multiple categories and subcategories, breadcrumb markup can improve navigation and help users find products more easily.
3. Offer Markup: Offer markup provides details about any special offers, discounts, or promotions associated with a product. This can include information such as the discount amount, expiration date, and any applicable coupon codes. Including offer markup can make your products more appealing to users and increase conversion rates by highlighting special deals.
4. Aggregate Rating Markup: If your e-commerce website features product reviews and ratings, it's essential to use aggregate rating markup to provide structured data about the overall rating and review count for each product. This information can appear as star ratings in search results, making your products stand out and building trust with potential customers.
5. Organization Markup: While not specific to e-commerce, organization markup is essential for any website to provide information about the business or organization behind the website. Including organization markup can help search engines verify the legitimacy and authority of your e-commerce business, which can improve your website's visibility and credibility in search results.

Schema markup for local stores

1. LocalBusiness Markup: Provides essential details about the local store, including its name, address, phone number, and business hours. This markup helps search engines accurately display and categorize the store's information in local search results.
2. Service Markup: Highlights the services offered by the local store, such as plumbing, electrical, or landscaping services. This markup improves comprehension and visibility in search results for users looking for specific services in their area.
3. Aggregate Rating Markup: Displays user reviews and ratings for the local store's services, enhancing trust and influencing potential customers' decisions. Positive ratings showcased in search results can increase click-through rates and attract more business.
4. OpeningHours Markup: Provides structured data about the store's operating hours, making it easier for customers to know when the store is open. This markup can also lead to the display of rich snippets in search results, providing users with quick access to essential information.
5. GeoCoordinates Markup: Specifies the geographical coordinates of the local store's location, improving its accuracy in local search results and helping customers find the store more easily.
6. Breadcrumb Markup: Enhances website navigation by indicating the hierarchical structure of the store's website. This markup helps users understand their location within the site and navigate to related pages or services more efficiently.

Schema markup for SaaS

For SaaS companies, leveraging schema markup is a strategic way to enhance the visibility and understanding of their software offerings. Here are some essential types of schema markup that SaaS companies should consider implementing:

1. Software Application Markup: Details SaaS product name, description, features, pricing, and platforms. Aids accurate search engine categorization and presentation in results.
2. Aggregate Rating Markup: Displays user reviews and ratings, boosting trust and influencing decisions. Positive ratings in results can elevate click-through rates.
3. FAQ Markup: Structures FAQ content for better search engine access. May generate rich snippets, enhancing visibility and utility.
4. Organization Markup: Provides company details—name, logo, contact, social profiles—enhancing credibility and authority.
5. Breadcrumb Markup: Improves navigation by indicating page hierarchy, aiding user understanding and experience.
6. Service Markup: Highlights SaaS services, improving comprehension and visibility in search results.
7. App Offer Markup: Showcases special offers for the SaaS app, attracting attention and potentially increasing conversions.
8. App Score Markup: Displays app scores or ratings, enhancing trust and informing user decisions.