A comprehensive guide to schema and its impact on site SEO

This has always been the most basic advertising strategy, conveying the message with attractive images, because, among the audio-visual and written media, the visual media has had the fastest and most profound and, of course, the most lasting effect. Now, add this to the statistics that people are classified into four visual, auditory, tactile, and kinetic groups in terms of perceptual division. Most people are in the visual group, which means they pay more attention to visual qualities than other perceptual senses, and images are more important to them and remain in their minds, so the role of the image becomes stronger. Therefore, by using this principle, it is possible to leave the biggest and most powerful effect on the mind of the audience in the shortest possible time, so what could be better than this?

Accordingly, from TV commercials to street billboards and highways, they used this biggest and most powerful tool to catch people’s tongues and make a mark in people’s minds. Now, you might ask, what does this have to do with Mr. Schema? Well, data structure uses the same technique, that is, the “miracle of creating visual appeal”, engraving your brand name in the audience’s mind and increasing the probability of being selected (click-through rate: CTR) by the user.

Be sure to stay with us until the end of the article “Comprehensive guide to schema and its impact on website SEO” where we want to learn in a simple, clear, and fluent language and in a completely practical way how to practically implement schema for our website and contribute to growth and SEO. Our site pages mean being on the first page of Google search results and increasing the probability of our site being clicked on and chosen by the user.

We will also read further: “How to improve the SEO of our site with structured data?”

What is a schema?

To put it in the simplest possible language, the way you appear in Google search results is called structured data or schema (schema) (structure data) (structured data) (snippet), as simple as that.

Now, to be more precise, Schema markup is a language of structured data that helps search engines understand the information on your website to provide better results. These markups allow search engines to see the hidden meanings and relationships behind each entity on your site. Because of this, schema markup has become a hot topic in SEO.

In the past, Google itself had data structure tools and we could create snippets through Google itself. The new version of Webmaster Tools, which is called Search Console, no longer has this possibility. As I explained in the introduction, creating a schema is effective in increasing the CTR (click rate) and increasing the probability of being selected by the user, and this has been proven.

So much so that you may be on the fourth line in the Google search results, but because you have already created a schema for your website and Google displays your search results more brilliantly than the rest of the results, the user will click on your website.

He easily changes his choice from the site that is in the first place of Google search results to your site that is on the fourth line, so just because of the use of structured data, you were able to easily attract more attention and trust and be recognized by the user. Get selected So far, we have realized that the schema is a series of information that is given to Google by ourselves so that Google search engines can understand the purpose and topic of our site through that information and show us faster and more optimally in Google search results.

For example, when Google announced three or four years ago that it removed the star display for articles, some webmasters came to circumvent this rule and put a page on their site that was an article but they wanted to appear in the star schema in the results. Creating a schema, the type of page instead of an article was declared as a local business, which is related to local businesses and products, and they set this a review to yes, so that the snippet would be displayed in the form of ratings and stars in Google results.

But this is not true because the main purpose of structured data is actually to introduce the real type of your page to Google and to help search engines recognize your site better and more easily. Don’t be in a hurry, in the following we will see some complete examples of schema construction together.

According to the SEMrush site, Schema or Rich Snippets have been proven to help increase the click-through rate (CTR) in organic search results. In the following, we will see some sample photos of the appearance of these Rich Snippets.

Types of schema markup

The Schema language has formats for structured data about people, places, and anything else on the web. A complete list of what Schema Markups can define can be found on the schema.org website. With the help of the information you give to search engines in the schema, you increase the chances of your site being clicked by more than 50%. You have probably come across sites in Google search results, which display more information on the same search page. Like stars given to that page by users.

Markup and schema codes are placed in the content of the site like other HTML codes. Your site can use schema markup in any field of activity. Music, educational, news, book, movie, etc. sites each have their codes. For example, if you have a site that sells educational files or e-books, or other products, you must use the special codes for each of them optimized by schema.org to provide information about your product to Google. Information such as the name of the author, the name of the book or movie, the time of publication, etc.

Schema markup is usually used in the following cases:

• Articles
• Events
• Products
• People
• Organizations
• Local Businesses
• Reviews
• Recipes
• Medical conditions
• Bread Crumb
• Frequent questions (FAQ)

As we said, after adding schema markups to your site, schema markups allow search engines to understand what your site is about. The search engine can then display this information through Rich Snippets.

Remember that creating a schema does not guarantee that it will appear in search results, it is Google who decides whether to display you’re FAQ or not. To increase the probability of displaying your FAQ by Google, the questions and answers must be visible on your site page, and the content of the page should be related to the text of the questions in terms of concept and application.

Usually, your site should be in the first 10 results of Google in the keywords of that page and on the first page. Also, other competing sites that are on the search results page should not use FAQ, because at most 3 results of this schema will be displayed at the same time. Of course, again, the final decision is with Google, and by observing all these conditions, there is no guarantee that you will be displayed, but usually if you get a good rank and a good input, your schema will be displayed.

Creative Works or Creative Works

One of the famous branches of Skima is Creative Works, which is a library of marking creative content such as movies, books, video games, and music.

These schema markups can be implemented using various coding languages, including RDFa, Microdata, and JSON-LD.

What are RDFa, Microdata, and JSON-LD?

These are all coding languages that can be added to HTML to embed metadata (for example, a schema is considered metadata) into a web document.

Resource Descriptive Framework in Attributes: RDFA

RDFa stands for Resource Descriptive Framework in Attributes. Which is a type of code that can be added to any XML, XHTML, and XML-based document. RDFa is one of the early methods for using schema, which was complicated at first and has become simpler over time.

Features of RDFa are:

• about – to specify the resource the metadata is about
• rel and rev – to determine the relationship and inverse relationship with another resource
• src, href, and resource – to specify a resource
• content – to ignore the content of the element when using the attribute
• datatype – to specify the data type of a specified text to use with the Attribute property
• type of – to specify the RDF type of the topic or resource

Microdata

Microdata is very small information, which is used in different parts of a site. Microdata was introduced to address the complexity of RDFa. Each micro-data is made of three tags, with the help of which the schema code is written. Microdata is very important in SEO and it can be used to determine the topic of pages and other additional explanations.

The implementation of Microdata is similar to RDFa and its features include:

• itemscope – to create the item and indicate that the rest of the elements contain information about it.
• item type – to describe the item and its properties with a valid URL (for example, “https://schema.org”)
• itemprop – to indicate that the tag contains the value of a specified item property (eg item prop = “name”)
• itemid – to specify the unique ID of the item
• itemref – to refer to element properties that are not in itemscope. Provides a list of element IDs with more properties elsewhere in the document.

JavaScript Object Notation for Linked Objects: JSON-LD

JSON-LD stands for JavaScript Object Notation for Linked Objects. This markup style can implement a schema by placing it directly in the <head> or <body> tags of a web document. This markup language uses the “@context” and “@type” attributes to specify the schema language (schema.org) vocabulary. Because it can be placed right in the <head> tag, JSON-LD is the easiest way to implement schema for beginners.

How to create your own skima for HTML?

There are a number of tools such as Google’s Structured Data Markup Helper (link below) that make it easy to produce and implement Skima in JSON-LD or Microdata on the pages on the website.

Introducing schema building tools

If you’re ready to start adding schema to your site, here are some of the best free schema building tools that work online.

Hall Analysis schema markup generator tool

The Hall Analysis schema markup generator tool allows you to enter information about a local business, person, product, event, organization, or website to generate a JSON-LD code snippet for embedding into your website’s HTML. Like the schema construction example we had above. The tool is simple and easy to use, and suitable for all types of websites.

  Google Structured Data Markup Helper tool

Google Structured Data Markup Helper With the help of this tool, you can select and tag any item on your page that you want to tag. Which was introduced in detail above and we learned the complete steps of making a schema for an article from the site step by step together.

Microdata Generator.com tool

The Microdata Generator.com tool is another simple tool for generating schemas, especially for local businesses.

Merkle Schema Markup Generator tool

Merkle Schema Markup Generator tool that can output in JSON-LD or microdata formats.

Schema testing tools

If you want to check if you’ve done your schema construction right, there are a number of useful schema testing tools available to check your site and alert you to any misuse of the schema markup language.

Structured Data Testing Tool

After you add the schema to your HTML, you can test the schema with the Structured Data Testing Tool. Just drag and drop your web page or schema codes into this tool and it will show you any errors or warnings.

SEMrush Site Audit tool

The SEMrush Site Audit tool checks Schema and tells you what percentage of your website uses Schema (microdata only), Open Graph, Twitter Cards, and Microformats.

Content Markup Guide tool

Google has considered the Content Markup Guide tool for creating schemas of the Creative Work type. And using this tool you can have rich snippets. This schema can be done for any content, including content to read (books), watch (movies and series) or listen to (music).

Be aware of the new development and developments of Schema

To stay up-to-date on schema markup, you can check the schema.org page, which lists all updates and new vocabulary in its index. Currently the latest version, version 13.0 (July 2021), significant vocabulary about

It has added e-commerce, job postings and MediaReview.

The use of schema in SEO

This is a question that SEO professionals ask all the time, and the short answer is something like “well not specifically, but…” Search Engine Journal concluded in late 2019 that having a schema has a direct impact on your organic search rankings. However, that doesn’t mean structured data doesn’t have an impact on your visibility. Schemas and rich snippets allow your website to be seen more on the results page and are proven to help with click-through rates (CTR).

In fact, schema helps search engines to better read your site’s content and display it in the results. In fact, SEO also tries to provide such conditions. Based on this, you can use schema for better SEO of the site. But it should be noted that the schema does not have a direct effect on increasing the rank of your site and only makes it easier to be indexed. Because schema helps search engines understand your site better, it is definitely not without influence when displaying search results to users.

In fact, internal SEO (On site SEO) emphasizes on things that make the content of the site understandable for search engines. Using the title tag, heading tags, Alt img tag, Meta description, keywords and…

All are tools for better understanding of content by Google search engines. And the method of marking schema or structured data also pursues the same goals, so it can be said that structured data can be used to improve and optimize the internal SEO of the site.

Structured data may not give your site a higher rank, but it creates a more correct rank for the site, which means that structured data makes your site more visible and increases the chance of being clicked on. Therefore, schema is useful for site SEO.

Creating a schema for the site will not only increase the site’s input, but Google will eventually decide to display your site in a higher position among the options offered to the user.

If you haven’t used schema markup until today, you should know that many concepts that are on your site are not understood by Google. The more you can make the site more understandable for Google’s search robots, the better results you will undoubtedly get.

While you may not see a direct increase in your page’s organic rankings as a result of adding a snippet, you may see more traffic and traffic to your site, which is exactly what you’re really looking for.

What is SEO?

Let’s write “SEO” and read “Life”

If an SEO practitioner can understand the meaningful relationship between each of the rules and concepts of SEO with the rules and concepts of everyday life.

SEO finds a dimension for it and becomes a lively and attractive concept.

At that time, not only SEO will help him to be at the top of the Google search results, but it will also make him the most brilliant in the life scene at the top.

Advantages of structured data

Google has announced that schema or properly structured data can increase the visual effect of your site in search results.

In a study conducted in connection with voice search in the Google search engine, it was announced that in more than 66% of the Google search results, there were sites that used structured data. For SEOs and marketers, this means the more structured data, the better. The use of this trend with the implementation of schema goes back to the concept of “semantic SEO”.

What is semantic search?

“Semantic Search” or “Semantic SEO” is the term for optimizing a page for search, covering the entire topic, and not just a single keyword. Deeper content, focusing more on the big-picture of that content and the meaning behind it, helps users actually understand a concept, and Google prefers this style over short blog posts that focus on one keyword.

Adding schema, or specially structured data, to your long-form content and landing pages provides another layer of content to search engines, so that search engines can understand the relationships between concepts on a page, the same way people do when learning new concepts. Related can communicate between those concepts. The better Google can do at the semantic level, the better it can communicate with searchers in a logical way.

While tech companies continue to focus on making the web more efficient for users, such as faster load times, faster responses, more relevant offers. Search engines prefer to serve content that provides them with a higher level of understanding. If you create longer and deeper content that introduces multiple concepts and levels of concepts and content of different types of text, audio, and visuals on one page, that’s great! People can read and re-read that page to fully understand the concept, and Google can understand the topic from multiple angles.

Hittail.com describes the Semantic Web as a reorientation of the “coherent flow of information.” Google isn’t just about searching for more information on a topic, it’s about ordering the web for a coherent flow of information. How topics, themes, ideas, text, film, sound are connected and related to each other. As the Internet continues to grow, the need for a more coherent flow of information will naturally grow.

The relationship between structured data and semantic search

The main purpose of schema or structured data is to communicate better with search engines like Google. When Google understands the meanings of entities and elements of your site at a deeper level, it provides better results to users and searchers, and things like rich cards, rich snippets and knowledge graph appear on the search engine results page or SERP (search engine results page). .

Rich Cards

Rich cards, such as rich snippets or schemas, are introduced to Google with HTML codes, although certain conditions such as the time of publishing the content and the validity of the domain and site affect their display.

Knowledge Graph

Knowledge graph is a knowledge base used by Google and Google services to improve the quality of search engine results, this is done by collecting information from different sources. Knowledge graph information is displayed to users in an infobox, next to the search results.

How does Schema help Google?

Let’s think of it this way, while you’re content is telling Google what’s on your site, the schema is helping Google tell what your site’s content means. Now you might ask how it tells Google what your content means. Well, markup language specifies the relationships between meanings or concepts and entities on the web page.

Semantic Web, EAT and YMYL

Is your website related to the concept of money (selling products online and making transactions) or life (medical information, advice, knowledge, etc.)? In this case, it is critical for you to follow the EAT and YMYL guidelines when using schemas on your site, in order to be seen more in search results.

EAT stands for expertise, authoritativeness and trustworthiness. That is, expertise, authenticity and trustworthiness: three characteristics that Google has included in its quality guidelines, and today these things are a priority for Google more than ever.

YMYL stands for “your money or your life” and shows pages that deal with information about people’s lives and money.

Google itself has said that the main indicator of a low-quality web page is that the page does not have enough EAT. It is now the responsibility of SEOs and website owners to keep up with this change by implementing properly structured data on their websites. Specifically, Google recommends adding schema markup on the following content:

• Content items: such as articles, recipes or videos.
• Lists of items: such as recipes and events.