Supportsoft Glossary

Structured Data Enhancing Search Visibility

Structured data markup is a specific type of website code (schema) added to assist with giving search engines additional information about what to expect to find on that website/page.

Examples of schema markup include Recipe, Product, Event, Review, Business Listings and FAQs, among others. Marking content/schema up in this way allows search engines to better determine the context you are providing them with when determining how best to display search results for your users.

These enhanced (often referred to as “rich snippet” listings) typically contain more information than traditional organic search results, such as images, rating systems, pricing, etc., allowing for increased visibility and click-throughs.

These standards of schema markup vocabulary are published by Schema.org and are supported by all major search engines (Google, Bing and Yahoo). Implementing schema does not change the way the page looks to the user; it provides greater context for the search engine to interpret and display the information found on that site's winning website/page.

If you own a business, schema can be a highly effective way to improve an SEO campaign. Schema highlights important information (e.g., important key points) so that a user can find more relevant information in a search, leaving the user with higher expectations before they visit your site. Regardless of the type of product, article, service or local business information schema is used with, it plays an important role in improving overall discoverability and user experience within the search engine results pages (SERPs).