Structured Data SEO Opportunities & Schema Mark-up

Structured data can help you to send the right signals to search engines about your business and content. But where do you start? Columnist Tony Edward has some suggestions.

SEO Opportunities & Schema Mark-up

SEO Opportunities & Schema Mark-up

Structured Data SEO Opportunities & Schema Mark-up- Structured data can benefit you in sending the correct indications about your business and content to search engines. But want to know where to start? Columnist Tony Edward put it as.

Likewise, you have heard about the leveraging form of structured data can benefit you to increase search engine’s understanding of your site’s contents and. It can improve your search visibility via amusing snippets, featured snippets and Knowledge Graph results. To impact search rankings, structured data is the finest way to create more search engine-friendly signals

John Mueller from Google has recently specified that the search engine may add data mark-up as a ranking aspect. So it is worth to implement schema mark-up on your website, as it will be more important to Google.

SEO Opportunities & Schema Mark-up

Yet, it is confusing at times to decide which schemas you should have to use on your website. Because there are a lot of schemas and determining which one to use can be difficult so down below we have listed a breakdown of which schemas might be used by specific website types.And some of them can be used in all sites.

All Sites

The following schema markup types can be used in all different types of site. And also they are not exact to any vertical or industry.

Organization Schema Markup

The organization schema markup can be very beneficial to generate brand signals which can enhance your Knowledge. Graph entry and website snippet presence in the search engine results in pages (SERPs).

Be certain to specify your logo, social profile links and corporate contact information.

Organization Schema Markup

Example (using JSON-LD)

<script type="application/ld+json">
{ "@context" : "http://schema.org",
  "@type" : "Organization",
  "legalName" : "Elite SEM",
  "url" : "http://elitesem.com/",
  "contactPoint" : [{
    "@type" : "ContactPoint",
    "telephone" : "+1-646-350-2789",
    "contactType" : "customer service"
  }]
  "logo" : "http://elitesem.com/wp-content/uploads/2014/03/Elite_SEM_Logo_2014.png",
  "sameAs" : [ "http://www.facebook.com/EliteSEM",
    "http://www.twitter.com/elitesem",
    "http://plus.google.com/+Elitesem",
    "https://www.youtube.com/user/EliteSEMInc",
    "http://www.linkedin.com/company/elite-sem",
    "https://www.wikidata.org/wiki/Q20736641"]
}
</script>

WebSite Schema Mark-up

The Website schema mark-up allows you to generate the Sites which link Search Box feature for brand SERPs and can help your site name to appear in search results. You have to ensure that you have existing site search on your website to enable the Sites linked with the Search Box element.

Example (using JSON-LD)

<script type="application/ld+json">
{
  "@context" : "http://schema.org",
  "@type" : "WebSite", 
  "name" : "Elite SEM",
  "url" : "http://elitesem.com/",
  "potentialAction" : {
    "@type" : "SearchAction",
    "target" : "http://elitesem.com/?s={search_term}",
    "query-input" : "required name=search_term"
  }                     
}
</script>

 

Breadcrumbs Mark-up

The Breadcrumb List schema is used to mark up the breadcrumbs on your site to generate breadcrumb rich snippets for your pages in the SERPs.

Example (using microdata)

<ol itemscope itemtype="http://schema.org/BreadcrumbList">
  <li itemprop="itemListElement" itemscope
      itemtype="http://schema.org/ListItem">
    <a itemprop="item" href="https://example.com/">
        <span itemprop="name">Home</span></a>
    <meta itemprop="position" content="1" />
  </li>
  ›
  <li itemprop="itemListElement" itemscope
      itemtype="http://schema.org/ListItem">
    <a itemprop="item" href="https://example.com/activewear/">
      <span itemprop="name">Activewear</span></a>
    <meta itemprop="position" content="2" />
  </li>
  ›
  <li itemprop="itemListElement" itemscope
      itemtype="http://schema.org/ListItem">
    <a itemprop="item" href="https://example.com/activewear/tops/">
      <span itemprop="name">Tops</span></a>
    <meta itemprop="position" content="3" />
  </li>
</ol>

Site Navigation Schema Markup

The Site Navigation Element mark-up can help in the growth of search engines’ understanding of your site structure, navigation and can also be used to influence organic site links.

Example (using microdata)

<ul itemscope itemtype="http://www.schema.org/SiteNavigationElement">
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/our-advantage">Our Advantage</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/our-travel-experts">Travel Experts</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/destinations">Destinations</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/cruises">Cruises</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/interests">Interests</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/explore-your-world/interests/hotels-and-resorts">Hotels</a></li>
  <li itemprop="name"><a itemprop="url" href="http://www.travelstore.com/travel-guides">Travel Resources</a></li>

Video Schema Markup

A site with embedded or hosted video content can benefit the Video Object schema. Google primarily displays video rich snippets for YouTube videos, but this will aid video rich snippets to appear for your Web pages in Google Video Search

Example (using microdata)

<div itemscope itemtype="http://schema.org/VideoObject">
 <link itemprop="url" href="http://www.ted.com/talks/boaz_almog_levitates_a_superconductor">
 <meta itemprop="name" content="The levitating superconductor" />
 <meta itemprop="description" content="How can a super-thin 3-inch disk levitate something 70,000 times its own weight? In a riveting demonstration, Boaz Almog shows how a phenomenon known as quantum locking allows a superconductor disk to float over a magnetic rail — completely frictionlessly and with zero energy loss. Experiment: Prof. Guy Deutscher, Mishael Azoulay, Boaz Almog, of the High Tc Superconductivity Group, School of Physics and Astronomy, Tel Aviv University." />
 <meta itemprop="uploadDate" content="2015-02-05T08:00:00+08:00" />
 <meta itemprop="duration" content="PT10M25S">
 <img itemprop="thumbnailUrl" src="https://tedcdnpi-a.akamaihd.net/r/tedcdnpe-a.akamaihd.net/images/ted/b9693798223a4101be834398af15df5560d3f25c_1600x1200.jpg?quality=95&amp;w=480" />
</div>

Schema Software Application Markup

Leverage the Software Application mark-up on your software apps to enable app rich snippets.

Schema Software Application Markup

Required Properties: The only needed property is the “name,” but Google notes that rich snippets are currently shown for apps that include two of the following features:

Example (using microdata)

<div itemscope itemtype="http://schema.org/MobileApplication">
  <meta itemprop="url" content="https://play.google.com/store/apps/details?id=com.elitesem.calculator">
  <h1 itemprop="name">SEM Calculator 2.0</h1>
  Updated: <span itemprop="datePublished">September 3, 2014</span>
  Size: <span itemprop="fileSize">1.9M</span>
  Requires <span itemprop="operatingSystem">Android 2.3 and up</span>
  Category: <span itemprop="applicationCategory">Business</span>
  Rating:
    <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
      <span itemprop="ratingValue">4.0</span> (
      <span itemprop="ratingCount">1</span> rating )
    </div>
  <div itemprop="offers" itemscope itemtype="http://schema.org/Offer"><meta content="0" itemprop="price"></div>
</div>

(Note: Google assumes that you use a five-point scale, with 1 being the worst and 5 being the best. If you use anything other than a 1–5 level. You’ll need to indicate the highest possible rating with the “best Rating” property.) These mark-ups will help generate star rating rich snippets in the SERPs.

Publisher Sites

Schema Article Mark-up

News Article and Blog Posting schemas can be recommended if you’re a publisher of the website (choose one or the other, depending on your site/content).

Accordingly, these mark-ups can help your content to appear in Google News and in-depth articles search suggestions.

Required Properties:

Publisher Sites

Example (using JSON-LD)

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Article",
  "headline": "Emmys 2015: The 5 categories we're most excited to see",
  "image": "http://rack.1.mshcdn.com/media/ZgkyMDE1LzA5LzIwLzQ0L2YyOGFiZmM5NmNkLmQ5ZjgxLmpwZwpwCXRodW1iCTEyMDB4NjI3IwplCWpwZw/418b1a9e/940/f28abfc9-6cd9-217b-8bc7-fd48dd3621a9_MM714-21.jpg",
"keywords": ["television","emmys","uncategorized","entertainment","tv","emmys-2015"],
  "datePublished": "2015-09-20T13:39:38Z",
  "articleSection": "entertainment",
  "creator": "Sandra Gonzalez",
  "author": "Sandra Gonzalez",
  "articleBody": "The 2015 Emmy Awards are upon us, and while television's biggest night has in several years etc....",
  "mainEntityOfPage": "True"
}
</script>

 

Local Business Sites

Schema Local Business Markup

You can leverage Local Business and Postal Address schema mark-up to impact your local listing. To indicate your physical address, opening hours, payment types accepted and more you can use mark-up to apply on sites with brick-and-mortar locations.

(Note: There are also industry-specific schemas, such as Automotive Business, Self Storage, Travel Agency, and many more.)

Example (using microdata)

<div itemscope itemtype="http://schema.org/LocalBusiness">
  <h1 itemprop="name">Elite SEM</h1>
  <p itemprop="descripton">A performance-driven digital marketing agency.</p>
  <p>Open: <time itemprop="openingHours" datetime="Mo-Fi 09:00-17:00">Monday-Friday 9am-5pm</time></p>
  <p>Phone: <span itemprop="telephone" content="+16463502789">646-350-2789</span></p>
  <address itemscope itemtype="http://schema.org/PostalAddress" itemprop="address">
    <span itemprop="streetAddress">142 W 36th St, Fl 11</span>
    <span itemprop="addressLocality">New York</span>,
    <span itemprop="addressRegion">NY</span> <span itemprop="postalCode">10018</span>
  </address>
</div>

 

Event Schema Mark-up

Event schema mark-up can use for sites that organize events, musical concerts, or art festivals to create rich snippets of events.

Recipe Schema Mark-up

It can leverage mark-up to enable recipe rich snippets.

Recipe Schema Mark-up

Required Properties: The only required property is the “name,” but Google notes that rich snippets are currently only shown for recipes, that include at least two of the following features:

Example (using microdata)

<div itemscope itemtype="http://schema.org/Recipe">
  <link itemprop="url" href="http://allrecipes.com/recipe/12682/apple-pie-by-grandma-ople/" />
  <meta itemprop="mainEntityOfPage" content="True" />
  <img src="http://images.media-allrecipes.com/userphotos/720x405/736203.jpg" alt="Apple Pie by Grandma Ople" title="Apple Pie by Grandma Ople" itemprop="image" />
  <h1 itemprop="name">Apple Pie by Grandma Ople</h1>
  <div itemprop="description">"This was my grandmother's apple pie recipe.  I have never seen another one quite like it.  It will always be my favorite and has won me several first place prizes in local competitions.  I hope it becomes one of your favorites as well!"</div>

Prep Time: <time itemprop="prepTime" datetime="PT30M">30 min</time>
Cook Time: <time itemprop="cookTime" datetime="PT1H">1 hour</time>
Total Time: <time itemprop="totalTime" datetime="PT1H30M">1 hour 30 min</time>
Yield: <span itemprop="recipeYield">1 9" pie (8 servings)</span>

Ingredients:
<span itemprop="ingredients">1 recipe pastry for a 9 inch double crust pie</span>
<span itemprop="ingredients">1/2 cup unsalted butter</span>
<span itemprop="ingredients">3 tablespoons all-purpose flour</span>
<span itemprop="ingredients">1/4 cup water</span>
<span itemprop="ingredients">1/2 cup white sugar</span>
<span itemprop="ingredients">1/2 cup packed brown sugar</span>
<span itemprop="ingredients">8 Granny Smith apples - peeled, cored and sliced</span>

  <ol itemprop="recipeInstructions">
    <li>Preheat oven to 425 degrees F (220 degrees C).</li>
    <li>Melt the butter in a saucepan. Stir in flour to form a paste.</li>

  ...

  </ol>
</div>

 

Also, read our previous blog- Apply these Secrets to Secure your VPS

 

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