Google Structured Data Markup and Schema – What are they?

Google Structured Data Markup and Schema – What are they?

An outline of Structured Data Markup

Do you wish that your website could stand out more on the internet search engine results pages? If so, then you need to incorporate structured data markup in your website coding.

Rich snippets (Structured Data Markup – Schema) exist to sum up the content of a web page in such a way that it is much easier to recognize specifically what the web page is concerning in the search engine result. Some people call this Schema, microdata and Google in many cases calls it Structured Data.

Structured data makes it feasible to display your search results page in a much more visually eye-catching way on the internet search engine results pages. According to a study by Searchmetrics, putting in structured data markup on a site produces a 36% increase in Google search engine results.

Google Structured Data Markup has actually become a renowned part of Google’s search engine results ranking algorithm. Structured Data Markup Schema is the joining together of and to give an improvement to Google’s search engine results. The next time Google crawls over a website, its indexing algorithm will absolutely process your markup and make its web material ideal to be used in search results pages. You should keep in mind that this procedure might take a week from the time that your website is re-indexed.

Undoubtedly, this extended information is likely to stand apart from the rest and give greater click-through rates. So if you haven’t presently stumbled upon rich snippets or included them in your internet site, you’re losing out on a superb opportunity to generate extra natural traffic. There is no argument that Structured Data Markup could enhance SEO rankings for regional company search and for products on a website.

Online search engines intend to make it less complex for people to see significant data on the internet. From an internet marketing viewpoint and SEO, using Structured Data Markup with helps in the process of ranking a website more highly.

Google has made available a tool for examining your website’s Structured Markup authenticating its significance to search engines:

Occurrences of the Issue and How Structured Data Markup could resolve it

David Viniker is the director of a Business Networking Group called ebn Woodford which exists for business people in the West Essex area to meet other business people to promote their company with the aim of passing on referrals to others. There is an associated web page that claims that this business networking group in West Essex holds meetings at “Hallmark Prince Regent Hotel, Manor Road, Woodford Green, Essex IG8 8AE”.

It would certainly be evident to any person studying this that this is the gathering place for meetings and it does not mean that this hotel belongs to the group. This is apparent to individuals reading this however it is not noticeable to computers or the online search engine robots that are checking the internet and attempting to understand it. It is fascinating that the web page for the Prince Regent Hotel does not have Structured Data Markup and because of this, its postal address is not clear to the online search engines.

As at March 2017, under 1% of websites are making use of Structured Data Markup. A lot of website designers may not have actually come across it or may find it extremely difficult to use. Internet site owners have to utilize it to boost their positions currently.

There are some limitations in the markup choices offered. As an example, when it concerns markup for regional services, a couple of web designers have actually reported that the most effective easily offered option for them to explain the job they do is Professional Services.

Conveniently offered choices are:

Professional Services

Professional Service

Accountancy Service




General Contractor

House Painter




Roofing Contractor

Radio Station

Real Estate Agent

This can be compared to approved markup for accountants, lawyers, house painters and also plumbers that have accepted markups.

There are, nonetheless, other alternatives for Schema markup which includes Person, Item, Events as well as Organizations.

David Viniker considered the top 10 online search engine results for ‘Web Design London’ on and around 8 out of the leading 10 pages had Schema Markup.

Rich Snippets that assist with SEO

If you have the structured data markup on your website, this does not directly correlate with high online search engine positions, yet the improved click-through rate created by a rich snippet is a significant ranking signal for your internet site. For this reason, if the search engine result for your site is equipped with photos, video clips, ratings and various other useful information, the click-through rate on your site’s search results will be higher than different internet sites that don’t have structured data markup.

A builder doing grand loft conversions in Essex would therefore benefit from putting photographs on their website and on the rich snippet information of recent Velux attic extensions in Loughton or Hip to Gable loft conversions in Woodford to give improved click-through rates.


Meta Tag content as well as Meta Summary content is included in search results however it is the search engines that decide what they will display. If you have established schemas for rich snippets, this process is far more organized. Bounce rates on the website increase if a snippet exposes something that is not on the website. This can create a negative signal to the search bots and the website may experience a decline in ranking and a reduced dwell time. It is consequently necessary to take the time to ensure the appropriate markup and also schemas are made use of on your site. This will absolutely enhance the click-through rate on your internet site’s internet search engine outcome and make sure that the details shown in the rich snippet match specifically the information on your website.

If a website for a family lawyer in North London has information about wills and probate along with divorce and separation and they specialize in divorce matters, then a rich snippet for this proactive divorce solicitor in North London might highlight topical divorce issues and these snippets should appear on the website somewhere.