Schema: SEO & Structured Data

Edited for 2017

Lately I’ve noticed substantial positive increases in search engine page results for older sites that I’ve added structured data to. I’ve limited the structured data additions on my clients websites to products and reviews so far but again, the results have been notable.


seo expert exampleI think it’s going to be the rage in the SEO world before too long(and I was correct). Especially when info companies start using the microdata to populate ‘sitelinks'[in some instances they already are] and other content areas on search returns pages. This will force a lot of work since webmasters of currently optimized sites will have to re-code their webs in order to be “optimized for search” again.

Microdata is not necessary to achieve sitelinks but I have a feeling schema will be used to help determine what goes in the sitelinks area. This could include products, authors, and a ton of other information. By using microdata in conjunction with important web assets, one may be able to influence the content that gets displayed on a SERP.

Most intermediate level SEO’ers know their HTML tags to a degree. The image alt attribute, page title, meta_description and others should be very familiar to you. However, the purpose of HTML is to make content look a particular way through a web browser, such as Chrome, not for manipulation towards better rank on Google serp’s. Alas, there are a handful of HTML tags that SEO can rightfully call it’s own.

In steps microdata and now SEO’ers, with a whole language to call their own, can use it to explain the content on their websites much more clearly. Now noting whether or not a bit of information is an item for sale, a price, a service, a book, a movie, or what have you… is possible.

“Microdata is a collection of shared vocabularies webmasters can use to markup their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo!

….While the long term goal is to support a wider range of formats, the initial focus is on Microdata.” –

Here is a brief HTML example of Schema for a local business

<div itemscope itemtype=””>
<a itemprop=”url” href=””><div itemprop=”name”><strong>SJH SEO</strong></div>
<div itemprop=”description”>Website design, SEO, ongoing management services, experienced Naples, FL. web designer.</div>
<div itemprop=”address” itemscope itemtype=””>
<span itemprop=”streetAddress”>5790 Woodmere Lake Cir</span><br>
<span itemprop=”addressLocality”>Naples</span><br>
<span itemprop=”addressRegion”>FL</span><br>
<span itemprop=”postalCode”>34112</span><br>
<span itemprop=”addressCountry”>US</span><br>

You can check the markup on your URL’s by using the Google Structured Data Testing Tool. Available through Google webmaster tools.

Ref: Schemaw3

Originally posted: Stephen James Hall, (January 28, 2014 @ 17:28:32)

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