Schema Markup is perhaps the most important manifestation of modern SEO in the last decade. Despite its appeal and benefits, most businesses still don’t use Schema. Schema Markup helps in manifesting your content visibility in different ways in SERP to satisfy the searcher’s intent. It was created specifically to help in fulfilling Google’s primary goal, i.e to satisfy search intent.
In this article, we will discuss a lesser-known technique on how to include Keywords in your Schema Markup to increase your chances of ranking for your desired keywords.
But First, let’s have an introduction to Schema.
What is Schema Markup?
Schema Markup is a type of code also known as a semantic vocabulary, which when placed on your website helps Search Engines to return more meaningful and informative results to searchers The main goal is to satisfy search intent.
Here’s an example:
Here you can see the search result clearly shows extra features that highlight the upcoming events in the hotel.
See another example:
When someone searched for any food recipes, you can see that Google shows a different panel for food recipes. If you have a website on recipes, you can also rank your content in this panel by using the “Recipies” and “Ratings” schema.
So you now understand how Google satisfies searchers’ intent using Schema Markup, molding the content of your website to create interesting features in SERP.
Types of Schema Markup
Although there is a variety of Schema Markup that you can use to better optimize your content, I have listed the most important Schema Types widely used in the SEO community.
- Article
- Breadcrumb
- Event
- FAQ Page
- How To
- Job Posting
- Local Business
- Organization
- Person
- Product
- Recipe
- Video
- Website
If you don’t know how to code your own Schema. You can help from a Schema Generator tool to help you create the most important schema types listed above.
Using Keyword Property in Schema Markup
You may have seen that certain blog articles and Web 2.0 sites allow you to add keyword tags to your blog articles for content filtering purposes.
Such kinds of tags can also be added to schema markup properties like “Organization” and “Product”.
Check out the allowed properties for Organization and Product Schema.
Is it not identical to Schema Stuffing?
No, not quite. Adding keyword tags is like adding hashtags to Instagram. It helps Instagram and its user to filter content. It is perfectly normal and similar practices are used by thousands of sites.
Keyword Stuffing is Horrible. It is when you deliberately add excessive keywords in the main content or in the footer to make it rank for certain targeted keywords.
Here’s an example: https://www.mattcutts.com/blog/avoid-keyword-stuffing/
How to use Keyword Property in Schema
Incorporating the Keyword Property is easy. We only have added the following line as an independent field for the following type of schema markups namely:
Here are some Examples in JSON-LD format.
Organization Schema
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“address”: {
“@type”: “PostalAddress”,
“addressLocality”: “Paris, France”,
“postalCode”: “F-75002”,
“streetAddress”: “38 avenue de l’Opera”
},
“email”: “secretariat(at)google.org”,
“faxNumber”: “( 33 1) 42 68 53 01”,
“member”: [
{
“@type”: “Organization”
},
{
“@type”: “Organization”
}
],
“alumni”: [
{
“@type”: “Person”,
“name”: “Jack Dan”
},
{
“@type”: “Person”,
“name”: “John Smith”
}
],
“name”: “Google.org (GOOG)”,
“keywords”: “google, search engine, best search engine, most advanced search engine”,
“telephone”: “( 33 1) 42 68 53 00”
}
</script>
Product Schema
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “ItemList”,
“url”: “http://multivarki.ru?filters%5Bprice%5D%5BLTE%5D=39600”,
“numberOfItems”: “315”,
“itemListElement”: [
{
“@type”: “Product”,
“image”: “http://img01.multivarki.ru.ru/c9/f1/a5fe6642-18d0-47ad-b038-6fca20f1c923.jpeg”,
“url”: “http://multivarki.ru/brand_502/”,
“name”: “Brand 502”,
“keywords”: “cookers, multicookers, bread cookers, meat grinders”,
“offers”: {
“@type”: “Offer”,
“price”: “4399 p.”
}
},
{
“@type”: “Product”,
“name”: “…”
}
]
}
</script>
Benefits of Using Keyword Property
Schema Markups are designed to give as much contextual information to Google as possible so that it can adequately satisfy specific search intent.
Hence when you specifically mention the keyword tags for your product listing or Webpage, you can are not only helping Google categorize your content, but you are also explicitly telling Google which keyword queries is that page intended for.
That kind of ability is bound to have an impact on keyword ranking which makes it a very powerful schema.
