What exactly is schema markup and why invest time in implementing it? Schema markup serves as a bridge of communication between your website and search engines, providing vital information about your organization. It's like a digital handshake that introduces your website to search engines, enhancing visibility and relevance.
tl:dr: Demo video at the bottom!
What is Schema Markup?
Schema markup is a form of micro-data that you can add to your website’s HTML code to provide search engines with more information about your content. This structured data helps search engines understand the context and meaning behind your content, allowing them to return more relevant results to users.
By using schema markup, you can define specific types of content on your site, such as articles, events, products, reviews, and more. For instance, if you have a recipe website, you can use schema markup to highlight key information like ingredients, cooking time, and nutritional information.
Why is Schema Markup Important?
Implementing schema markup is crucial because it can significantly enhance your website’s visibility and click-through rates (CTR) in search engine results pages (SERPs). Rich snippets, which are enhanced search results, often feature additional information like images, ratings, and prices, making your listing stand out from the competition. This increased visibility can lead to higher organic traffic and better user engagement, although rich snippets are not guaranteed.
Moreover, schema markup improves the accuracy and relevance of search results, providing users with a better search experience. When search engines understand the context of your content, they can match it more effectively with user queries, leading to more qualified traffic.
How to Implement Schema Markup
Implementation involves adding specific types of schema to your website's HTML. Here's a step-by-step guide to get you started:
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Identify the Content Types: Determine which types of content on your site can benefit from schema markup. This could be organization, articles, products, events, or reviews.
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Use Schema.org: Visit Schema.org to find the appropriate schema types and properties for your content.
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Generate the Markup: Use tools like Google’s Structured Data Markup Helper to create your snippet. Or, if you use HubSpot's Content Hub for your website and want to implement Organization type schema, copy and paste the example snippet below.
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Add Markup to Your HTML: Insert the generated schema markup code into the HTML of your web pages. For JSON-LD, you can add it within <script> tags in the <head> section of your pages. If you're on HubSpot, you can implement Organization type schema site wide by inserting it into the Header HTML section in Settings > Content > Pages.
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Test Your Markup: Use Google’s Rich Results Test or the Structured Data Testing Tool to ensure your markup is correctly implemented and error-free.
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Monitor and Adjust: After implementation, monitor your site's performance in search results. Adjust and refine your schema markup as needed to optimize visibility and relevance.
By following these steps, you can effectively implement schema markup on your website, enhancing your search engine presence and driving more targeted traffic to your content.
Organization Schema Markup Snippet
The following schema markup can be pasted into your HubSpot site header HTML section. The hubl variables will pull in your company info if that's updated in your portal but you'll need to insert specific company info for the other properties (logo, description, etc.).
<script type="application/ld+json"> {
"@context": "https://schema.org",
"@type": "Organization",
"@id": "{{ content.absolute_url }}",
"name": "{{ company_name }}",
"url": "{{ company_domain }}",
"address": {
"@type": "PostalAddress",
"addressLocality": "{{ site_settings.company_city }}",
"addressCountry": "{{ site_settings.company_country }}",
"postalCode": "{{ site_settings.company_zip }}",
"streetAddress": "{{ site_settings.company_street_address_1 }}"
},
"logo": "/path/to/your/logo.jpg",
"description": "XYZ Company is...",
"sameAs": [
"[your social media link]",
"[your social media link]"
]
} </script>
How-to Implement Demo Video!
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