How to Boost Your SEO by Using Schema Markup?

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Presentation on Schema.org
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Contents

• Introduction
• What is Schema.org Markup
• Adding Schema to your WebPages
• Tools Used to Add Schema Code
• What is Schema Used For?
• Different Types of Schema Markup
• Benefits of Schema Markup
• What Method of Structured Data Is Right for
  Implementation?

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Introduction
Google Search works hard to understand the
content of a page. You can help us by providing
explicit clues about the meaning of a page to
Google by including structured data on the page.
Structured data is a standardized format for
providing information about a page and
classifying the page content. In simple words,
Structured data is the extra information that
you see next to a website and meta description.
For example, if you are searching for a
restaurant, you will see not only the
restaurants name, but also additional
information such as hours, pricing and stars to
indicate positive reviews.
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What is Schema.org Markup

• Schema.org (often called Schema) is a semantic
  vocabulary of tags (or microdata) that you can
  add to your HTML to improve the way search
  engines read and represent your page in SERPs.
• Code Sample
• ltdiv itemscope itemtype"https//schema.org/Book"gt
  
• ltspan itemprop"name"gt Inbound Marketing and
  SEO Insights from the Moz Bloglt/spangt
• ltspan itemprop"author"gtRand Fishkinlt/spangt
• lt/divgt

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For example-

• The first search result above contains both a
  star rating and a publication date. Both of these
  can be added using Schema. The second example
  does not have rich snippets and instead displays
  either the meta description or other information
  chosen by Google. To get the review rich snippet,
  you would use the following code
• ltdiv itemprop"aggregateRating" itemscope
  itemtype"https//schema.org/AggregateRating"gt
• ltspan itemprop"ratingValue"gtAggregate rating
  givenlt/spangt stars
• ltspan itemprop"reviewCount"gtNumber of
  reviewslt/spangt reviews
• lt/divgt

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Adding Schema to your Webpage

• Before you begin to add schema to your WebPages,
  you need to figure out the item type of the
  content on your webpage. For example, does your
  web content focus on food? Music? Tech?Once
  youve figured out the item type, you can now
  determine how you can tag it up. Lets look at an
  example. Lets say that you own a store that
  sells high-quality routers. If you were to look
  at the source code of your homepage you would
  likely see something like this
• ltdivgt
• lth1gtTechHavenlt/h1gt
• lth2gtThe best routers youll find online!lt/h2gt
• ltpgtAddresslt/pgt
• ltpgt459 Humpback Roadlt/pgt
• ltpgtRialto, Calt/pgt
• ltpgtTel 909 574 3903lt/pgt
• ltpgtlta hrefhttp//www.techhaven.com/menugtClick
  here to view our best routers!lt/agtlt/pgt
• ltpgtWere open lt/pgt
• ltpgtMon-Sat 8am 1030pmlt/pgt
• ltpgtSun 2pm 8pmlt/pgt
• lt/divgt

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• Once you dive into the code, youll want to find
  the portion of your webpage that talks about what
  your business has to offer. In this example, that
  data can be found between the two ltdivgt tags.Now,
  at the top you can add in
• ltdiv itemscopegt
• By adding this tag, were stating that the HTML
  code contained between the ltdivgt blocks are
  identifying a specific item.Next, we have to
  identify what that item is by using the
  itemtype attribute to identify the type of item
  our webpage is about (tech).
• ltdiv itemscope itemtypehttp//schema.org/techgt
• An item type comes in the form of a URL (such
  as http//schema.org/tech). Lets say, for
  example, that your site revolved around beauty
  products instead of technology. Your item type
  URL might look like this

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• An item type comes in the form of a URL (such as
  http//schema.org/tech). Lets say, for example,
  that your site revolved around beauty products
  instead of technology. Your item type URL might
  look like this
• http//schema.org/beauty.
• To make things easier you can browse a list of
  item types here, plus you can view extensions to
  identify the specific entity that youre looking
  for. Keep in mind that this list is not all
  encompassing, so there is a possibility that you
  wont find the item type for your specific
  niche.Tracking back to the tech page, you want to
  tag the part of the webpage that contains the
  name of the business. You can do this between the
  lth1gt tags.Now, well be using the itemprop tag,
  which labels the properties of an item
• lth1 itempropnamegtTech Havenlt/h1gt
• You can apply these tags to the rest of the page
  now. When using tags to identify item properties,
  its not necessary to tag the entire line, just
  the one portion the property is making reference
  to.

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Tool Used to Check Schema Codehttps//search.goog
le.com/structured-data/testing-tool
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What is Schema Used For?

• Businesses and organizations
• Events
• People
• Products
• Recipes
• Reviews
• Videos
• Above are some of the most popular uses of
  schema. However, theres a good chance that if
  you have any sort of data on your website, its
  going to have an associated itemscope, itemtype
  and itemprop.

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Different Types of Schema Markup

• When search engines crawl your web page, they
  can only understand so much. Some elements such
  as videos and reviews arent easily understood.
  By adding schema markup (structured data), we can
  tell engines what information the web page
  contains. The most popular search engines support
  three types of schema markup formats
• JSON-LD
• Microdata
• RDFa

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• In 2015 Google announced JSON-LD as the preferred
  method. This announcement was significant since
  Google hadnt stated a preference for one format
  over another. Up until this point, Google
  preferred webmaster only markup the text that was
  visible on the page. This is referred to inline
  markup.

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Example of Inline Markup
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What is JSON-LD?

• JSON-LD (JavaScript Objective Notation for Linked
  Data) is a structured data format for marking up
  your website and supported by the biggest search
  engines Google, Bing and Yandex. Its Googles
  recommended method of implementing structured
  data. As we stated earlier one of the main
  advantages with JSON-LD over other methods is
  that it doesnt have to be present in the ltbodygt
  of a page. Instead, it is embedded in a ltscriptgt
  tag and can be placed anywhere on the page.
  Unlike other methods JSON-LD doesnt have to be
  placed inline so you dont have to change HTML
  elements.

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Example of JSON-LD
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What is Microdata?

• Microdata is a set of tags that allows you to
  mark up your web page. These tags are added
  directly to the HTML. Each set of tags will
  consist of itemscope, itemtype and itemprops. The
  itemscope tag is used to identify what item is
  being referenced. Itemscope is followed by an
  itemtype tag. Itemtype identifies the type of
  item the microdata is referencing. For example,
  it could be a local business or recipe. Finally,
  we use itemprop to markup each property. Lets
  look at the Microdata below for a local business.

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Example of Microdata

• Original HTML

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• With Microdata markup

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What is RDFa?

• RDFa (Resource Description Framework in
  Attributes) is an extension to HTML5 used to
  markup metadata within web pages. RDFa is similar
  to Microdata and just like Microdata RDFa uses
  tags inline with the existing HTML. Using the
  same example from above here is what RDFa markup
  would look like.

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Example of RDFa
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Benefits of Schema Markup

• Schema markup is all about making your page
  visually pleasing to attract users click.
  Besides, it makes the search engine to interpret
  the content of your page easily and pull out the
  more information from that. Here are the benefits
  of schema markups helping your website gain
  visibility in SERPs
• Schema markups make your page looks more
  attractive, informative and engaging in SERPS
  with snippets and images. A user is more likely
  to click such results. This is why websites
  having schema markup have a possibility to rank
  better than those without mark up.
• Local businesses can clarify to search engines
  what their business is all about, what they sell
  and how to contact them.

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What Method of Structured Data Is Right for
Implementation?

• JSON-LD is much easier to implement, and its the
  recommended method by Google. It is also
  supported by the largest search engines, so the
  future of JSON-LD looks good. But if you would
  like to explore the other options keep this in
  mind
• Microdata is much more popular than RDFa and can
  be found on sites such as eBay.
• You will need HTML experience to markup data with
  Microdata or RDFa.
• To deploy Microdata and RDFa, you will need to
  edit your website files. Now compare this to
  JSON-LD.
• JSON-LD isnt actually visible on your page. You
  still get the same results using JSON-LD without
  the added hassle of changing your HTML or
  accessing your website files, and JSON-LD can be
  added anywhere on your web page. Its just a
  hidden script that search engines read.

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