Schema is used to improve the way search engines read and represent your page in SERPs. Schema markup was invented for users, so they can see in the SERPs what a website is all about, the place, the time schedule, cost, rating, etc. This is a user-centric improvement. Search engines help users to find the information they need.
Creating schema according to RankBrain algorithm:
RankBrain is one of the Core Algorithm for determining search results according to their relevance. Schema is one of the important parts of this algorithm. RankBrain has been cited as part of the overall Google Hummingbird algorithm.
By implementing schema in such a way that some of the required points for relevancy of a particular query can be found, this can also increase the chance of being in SERP at a good position. An example of our schema which has been shown below (The code may change depending to the site’s content):
<script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “WebPage”,
“breadcrumb”: “Home > Blog > High Performance Sport Sunglasses Guide”, //Breadcrumb
“mainEntity”:{
“@type”: “Article”,
“name”: “High Performance Sport Sunglasses Guide”,
“headline”: “High Performance Sport Sunglasses Guide”,
“author”: “Heavyglare Eyewear”,
“image”: “https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”,
“inLanguage”: “English”,
“publisher”: {
“@type”: “Organization”,
“name”: “High Performance Sport Sunglasses Guide”,
“logo”: {
“@type”: “ImageObject”,
“name”:”Heavyglare Eyewear Logo”,
“height”:”50″,
“width”:”200″,
“url”: “https://shop.heavyglare.com/media/wysiwyg/logo.png”
}
},
“datePublished”: “2018-5-12”,
“dateModified”:”2018-5-14″,
“mainEntityOfPage”: {
“@type”: “WebPage”,
“@id”: “https://shop.heavyglare.com/blog”
}
}
}
</script>
<script type=”application/ld+json”>
{
“@context”: “http://schema.org”,
“@type”: “BlogPosting “,
“publishingPrinciples”:{
“@type”:”Table”, //Contents
“name”:”Contents”,
“sameAs”:[“1.Functionality of your lenses is imperative”, “2.Quality lens materials make a difference”,”3.High performance sport sunglasses need to fit properly”]
},
“headline”: “High Performance Sport Sunglasses Guide”,
“author”: {
“@type”: “Person”,
“name”: “Heavyglare Eyewear”
},
“image”: [
“https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”
],
“publisher”: {
“@type”: “Organization”,
“name”: “Heavyglare Eyewear”,
“logo”: {
“@type”: “ImageObject”,
“name”:”Heavyglare Eyewear Logo”,
“height”:”50″,
“width”:”200″,
“url”: “https://shop.heavyglare.com/media/wysiwyg/logo.png”
}
},
“datePublished”:”2018-5-12″,
“dateModified”:”2018-5-14″,
“mainEntityOfPage”: {
“@type”: “WebPage”,
“@id”: “https://shop.heavyglare.com/blog”
},
“keywords”:”lens,sunglass lens characteristics,sunglass lenses,sunglass lens issues”,
“wordCount”:”1800″, //wordcount
“mainEntity”:{ //Anchortext
“@type”:”brand”,
“name”:[“shop.heavyglare.com”,
“heavyglare eyewear”,
“heavyglare”,
“sports eyewear”,
“prescription sunglasses”,
“heavyglare.com”
]
},
“workExample”:{ //Quora questions
“@type”: “Question”,
“text”: “What is the colour of sky?”,
“dateCreated”: “2018-5-12”,
“author”: {
“@type”: “Person”,
“name”: “A”
},
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “blue”,
“dateCreated”: “2018-5-14”,
“author”: {
“@type”: “Person”,
“name”: “A”
}
},
“mainEntity”:{ //loop
“@type”:”HowToStep”,
“name”:”suggested answers”,
“itemListOrder”: “http://schema.org/ItemListOrderAscending”,
“itemListElement”:[
{
“@type”: “Answer”,
“position”: “1”,
“text”: “black”,
“dateCreated”: “2018-5-14”,
“author”: {
“@type”: “Person”,
“name”: “B”
}
},
{
“@type”: “Answer”,
“position”: “2”,
“text”: “red”,
“dateCreated”: “2018-5-14”,
“author”: {
“@type”: “Person”,
“name”: “B”
}
}
]
}
},
“potentialAction”:{ //questions with loop
“@type”: “AskAction”,
“agent”: {
“@type”: “Person”,
“name”: “John”
},
“recipient”: {
“@type”: “Person”,
“name”: “Steve”
},
“object”:{
“@type”:”HowToStep”,
“name”:”Queries”,
“itemListOrder”: “http://schema.org/ItemListOrderAscending”,
“itemListElement”:[
{
“@type”: “Question”,
“position”: “1”,
“text”: “What’s 2 + 2?”
},
{
“@type”: “Question”,
“position”: “2”,
“text”: “What’s 21 + 22?”
}
]
}
},
“exampleOfWork”:{ //how to
“@type”:”HowTo”,
“name”:”How to choose a good sunglass for better performance?”,
“url”:”https://shop.heavyglare.com/blog/high-performance-sport-sunglasses-guide/”,
“description”:”Read the article to know the process of choosing a good sunglass”,
“image”:”https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”,
“inLanguage”:”en-US”,
“keywords”:”lens,sunglass lens characteristics,sunglass lenses,sunglass lens issues”,
“steps”:{
“@type”:”HowToStep”,
“name”:”Queries”,
“itemListOrder”: “http://schema.org/ItemListOrderAscending”,
“itemListElement”:[
{
“@type”: “HowToDirection”,
“position”: “1”,
“name”:”Aim to protect your eyes first and foremost.”,
“description”:”Excessive exposure to UV radiation can cause a variety of problems for your eyes such as cataracts, burns, and cancer.”
},
{
“@type”: “HowToDirection”,
“position”: “2”,
“name”:”If you want your sunglasses to protect you from these risks, look for pairs that block at least 99% of UVB rays and at least 95% of UVA rays.”,
“description”:”Also look for the amount of cover the sunglasses provide. Look at how much you can see around the frames––will the sunglasses let in sun from the top or sides?”
},
{
“@type”: “HowToDirection”,
“position”: “3”,
“name”:”Don’t buy sunglasses if they’re labeled as ‘cosmetic’ or don’t provide any information on UV protection.”,
“description”:”Look for scratch resistance, many lenses have very fragile coatings. If you are spending much money, you want them to last. Fortunately damaged lenses can be replaced for most models.”
},
{
“@type”: “HowToDirection”,
“position”: “4”,
“name”:”Choose scratch-resistant lenses.”,
“description”:”Scratched up sunglasses are useless sunglasses. Lenses made from NXT polyurethane are impact-resistant, flexible, lightweight, and have great optical clarity, but they’re expensive.”
},
{
“@type”: “HowToDirection”,
“position”: “5”,
“name”:”Check for distortion.”,
“description”:”Hold the lenses up to a fluorescent lamp. As you move the sunglasses up and down, check that wave distortion doesn’t happen. If it doesn’t happen, this is a good sign.”
}
]
}
},
“video”: { //video
“@type”: “VideoObject”,
“description”: “Get a visual idea about the high performance sport sunglasses.”,
“uploadDate”:”2018-05-14″,
“duration”: “T1M33S”,
“name”: “High Performance Sport Sunglasses Guide”,
“thumbnail”: “High-Performance-Sport-Sunglasses-Guide.jpg”,
“thumbnailUrl”:”https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”
},
“encoding”:{ //infographic
“@type”: “ImageObject”,
“name”: “Infographic on High Performance Sport Sunglasses Guide”,
“author”: “Heavyglare Eyewear”,
“contentUrl”: “https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”,
“datePublished”: “20018-05-12”,
“description”: “Get a visual idea about the high performance sport sunglasses.”
}
}
}
</script>
The main part in the entire above schema is shown below “How to section”
“object”:{
“@type”:”HowToStep”,
“name”:”Queries”,
“itemListOrder”: “http://schema.org/ItemListOrderAscending”,
“itemListElement”:[
{
“@type”: “Question”,
“position”: “1”,
“text”: “What’s 2 + 2?”
},
{
“@type”: “Question”,
“position”: “2”,
“text”: “What’s 21 + 22?”
}
]
}
},
“exampleOfWork”:{ //how to
“@type”:”HowTo”,
“name”:”How to choose a good sunglass for better performance?”,
“url”:”https://shop.heavyglare.com/blog/high-performance-sport-sunglasses-guide/”,
“description”:”Read the article to know the process of choosing a good sunglass”,
“image”:”https://shop.heavyglare.com/blog/wp-content/uploads/2017/10/High-Performance-Sport-Sunglasses-Guide.jpg”,
“inLanguage”:”en-US”,
“keywords”:”lens,sunglass lens characteristics,sunglass lenses,sunglass lens issues”,
“steps”:{
“@type”:”HowToStep”,
“name”:”Queries”,
“itemListOrder”: “http://schema.org/ItemListOrderAscending”,
“itemListElement”:[
{
“@type”: “HowToDirection”,
“position”: “1”,
“name”:”Aim to protect your eyes first and foremost.”,
“description”:”Excessive exposure to UV radiation can cause a variety of problems for your eyes such as cataracts, burns, and cancer.”
},
{
“@type”: “HowToDirection”,
“position”: “2”,
“name”: “If you want your sunglasses to protect you from these risks, look for pairs that block at least 99% of UVB rays and at least 95% of UVA rays.”,
“How to section” Actually increases the land page’s ranking probability. The “How to section” is directly proportional to the page’s intent which also increases the relevancy score for some query hit.
Structured data markup is an important aspect of any comprehensive SEO solution. It is recommended that one should implement the schema types that are most applicable to the business. This will likely provide a competitive edge in the SERPs, and it is a cost-effective way to boost the organic search results.