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Does my website need Schema markup? Well, YES – if you want to be relevant in search results, that is. Here’s how it works: Schema is a sort of language or code that was developed by a team of geeks assembled by Google, Bing and Yahoo. The purpose of this code is to give website developers a tool to help search engines better understand the content on the sites they build. If search engines have a better understanding of what individual websites are about then they can return more relevant search results.
Let’s say we are dealing with a carpet cleaning company – Genesis Commercial Services in Surprise, Arizona. There is a Schema markup code that we can use to let search engines know that Genesis is a local business located in Surprise. We can also use the proper Schema for their address and phone number. The business name, address and phone number are critical and if you’ve read my article on business NAP for SEO you’ll understand. If not – check it out! This info will help Genesis rank better in local search results, which is critical to a small business.
We could expand on the Schema markup for their offerings by highlighting products and services that they sell. Since they clean carpeting, we would use the service Schema to let the search engines know that they offer that service. Genesis also installs new carpet and laminate flooring. We would use a specific product code to identify ‘laminate flooring’ as a product they offer along with code that highlights a brief description of this product to help their website be found when folks search for new laminate flooring installation.
There are a host of other Schemas available including markup that identifies creative works such as an article, book or movie. There’s markup to identify an author, hours of operation, customer reviews, events, recipes, etc. The list is quite extensive so there’s proper Schema markup that can help just about website be more relevant in search results. This markup, combined with the use of appropriate keywords, will help drive search rankings, clicks and – most importantly – customer conversions.
I hope this article helps explain why it’s so important that your website is enhanced with Schema markup. If you have questions or need help with Schema or anything else web related I hope you’ll consider WebsitesThatWork.biz as your online solution.
John H Goldshot
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