At the top, you have types, and each type has a set of defined properties. The schema consists of a two-level hierarchy system. It might be a bit confusing and overwhelming if you’re new to this, so let me simplify how it works. If that’s you, here’s how to get started with your schema journey: Get familiar with You already have a strong brand presence that can help establish your entity in the Knowledge Graph.Your pages already rank well, and the content is eligible for rich results (more on that later).You only need to consider schema if one or both of these things are true: Countless other SEO tasks will be much more impactful. I’ll give it to you straight: If you’re an SEO beginner, forget about schema for now. In layman’s terms, it allows URLs to convey the actual meaning of their content to machines like the Googlebot. In the bigger picture, schema markup is a crucial part of structured data that makes the semantic web and search possible. ![]() Second, your brand can appear as a relevant solution for some non-branded queries: Website owners get rich snippets and can become an entity in the Knowledge Graph.īeing included in the Knowledge Graph provides excellent branding opportunities in the SERP.įirst, you can get a Knowledge Panel when people search for your brand:.Users get more relevant search results.Google understands it much better than plain text.Providing easy-to-read information and connecting the dots about you, your company, products and content benefits everyone involved: This is where we get to the heart of the matter. ![]() ![]() It’s no coincidence that, the community behind the markup, was created a year before Google’s Knowledge Graph-a knowledge base of entities and the relationships between them-came to life.Īnd you guessed it, one of the primary sources for this data is the schema markup.Īll the edges connecting the nodes above represent real schema markup properties. However, the primary function of the markup is to help search engines better understand your content. Schema markup powers rich snippets, which often have higher clickthrough rates than ‘regular’ search results.
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