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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.
Schema markup plays an integral role in how search engines interpret and present web content to users in search engine results pages (SERPs). Designed to bridge the gap between human and machine understanding, schema markup offers users critical information about websites at a glance, such as operating hours, costs, ratings, and more. This user-centric enhancement not only aids search engines in their quest to provide relevant results but also empowers users to make informed decisions efficiently.
What is Schema and Why It Matters?
Schema markup is a structured data vocabulary that enhances the semantic understanding of web content. It provides additional context to the content on a webpage, enabling search engines to interpret it more effectively. For example, instead of simply indexing a blog as text, schema can define its type (e.g., article, recipe, FAQ) and associated details like author, date published, or ratings.
From a user’s perspective, schema markup results in rich snippets — enhanced search results that include visual elements like images, ratings, or breadcrumbs. This not only improves click-through rates but also boosts the credibility of the content presented.
How RankBrain Fits Into Schema
Google’s RankBrain is a core algorithm designed to deliver the most relevant results to users by leveraging machine learning. By understanding the intent behind search queries, RankBrain refines search results dynamically based on patterns and context. Schema markup enhances RankBrain’s ability to assess relevance by providing structured information.
RankBrain operates within the Google Hummingbird framework, where schema serves as a pivotal tool for optimizing pages to align with user intent. Incorporating schema markup tailored for RankBrain ensures your content is more likely to match the relevance criteria set by the algorithm, improving rankings.
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.
Key Components to Include in Schema for Better Performance
1. Breadcrumbs
Breadcrumb schema is an essential feature for enhancing user navigation and site structure visibility. This schema type outlines the hierarchy of a webpage, enabling search engines to understand how different pages are related to one another. When implemented effectively, breadcrumb schema provides users with clickable links in search results, allowing them to jump directly to the most relevant section of a website.
Beyond user convenience, breadcrumbs play a pivotal role in reducing bounce rates. By offering users multiple navigation options, they encourage exploration, leading to longer session durations. Breadcrumbs also contribute to internal linking strategies, strengthening the site’s overall SEO performance.
2. Rich Media Integration
Rich media integration in schema markup is a game-changer for visual-heavy content. Including structured data for images, videos, or infographics enhances the richness of SERPs, helping your content stand out amidst plain-text search results. This is particularly effective for industries like e-commerce, travel, and education, where visuals significantly influence decision-making.
For example, an online store selling sunglasses can use rich media schema to display product images, pricing, and availability directly in search results. Videos, such as tutorials or product demonstrations, can further enhance engagement by providing dynamic previews that appeal to users’ visual and auditory senses.
Moreover, adding schema for visuals improves accessibility. By tagging images with proper metadata, you ensure that they are indexed correctly, benefiting visually impaired users who rely on screen readers to interpret content. This alignment with accessibility standards not only expands your audience base but also supports a more inclusive web environment.
3. FAQ Schema
FAQ schema is one of the most versatile tools for addressing user queries. It allows you to display common questions and their answers directly in search results, often in an expandable format. This interactive feature positions your content as an authority, capturing user attention and reducing the need for additional clicks.
For instance, a website selling UV-protective sunglasses can include FAQs like:
- “How does UV protection in sunglasses work?”
- “Are polarized lenses better for outdoor activities?”
The structured data for FAQs makes this information instantly visible, improving the likelihood of appearing in a featured snippet. This not only enhances brand credibility but also preemptively addresses potential customer concerns, increasing conversion rates.
Additionally, the FAQ schema is beneficial for voice search optimization. With the growing reliance on virtual assistants like Alexa and Siri, answering conversational queries through schema helps your content align with natural language patterns. By focusing on long-tail keywords and question-based formats, you make your content more discoverable to voice search users, further expanding your reach.
By thoughtfully incorporating breadcrumbs, rich media, and FAQ schema, you can significantly enhance your website’s performance in SERPs while creating a more engaging and user-friendly experience. These elements work synergistically to improve visibility, drive traffic, and elevate your site’s overall SEO strategy.
Benefits of Schema in SEO
Schema markup is a powerful tool for improving your website’s visibility, user engagement, and overall SEO strategy. By providing search engines with structured data, schema helps them interpret and display your content more effectively. Below, we explore the key benefits of schema markup in SEO.
1. Improved Visibility in SERPs
One of the most notable advantages of schema markup is its ability to enhance the visual presentation of your content in Search Engine Results Pages (SERPs). By using structured data, your listings can include rich snippets such as star ratings, images, and product prices. These enhancements make your content more eye-catching and informative, increasing the likelihood of users clicking on your link.
For example, a restaurant with schema markup for its menu can display popular dishes directly in the search results. Similarly, e-commerce websites can highlight product reviews and availability, making their listings stand out against competitors. This improved visibility directly correlates with higher click-through rates (CTR), driving more traffic to your site.
2. Higher Rankings
Search engines prioritize content that aligns closely with user intent, and schema markup makes it easier for algorithms like Google’s RankBrain to assess the relevance of your pages. By organizing your data, schema provides clarity on what your content is about, enabling search engines to deliver it to the right audience.
For instance, if your blog covers “top tips for gardening,” schema can indicate whether it includes how-to guides, product recommendations, or expert advice. This specificity improves the chances of your content ranking higher for relevant queries. While schema alone won’t guarantee top rankings, it complements other SEO efforts by signalling content relevance and quality.
3. Enhanced User Experience
Rich snippets created by schema markup improve the user experience by providing quick and concise answers to queries. Users can see important information—such as event details, product pricing, or FAQs—directly in the search results, reducing the need for additional navigation.
For instance, a travel website with the schema for flight bookings can display departure times and ticket prices in the SERPs. This convenience saves users time and encourages them to engage with your content. By addressing user needs more effectively, schema reduces bounce rates and fosters trust, contributing to a more satisfying user journey.
4. Increased Credibility
Schema markup also enhances your website’s credibility by showcasing features like reviews, ratings, and FAQs. Displaying customer feedback directly in search results helps build trust with potential customers, as they can see evidence of your product or service quality before visiting your site.
For example, a product with a five-star rating or glowing reviews in the SERPs will likely appeal more to users compared to a generic listing. This added layer of transparency encourages users to choose your business, leading to higher conversions.
5. Future-Proof SEO Strategy
As search engines continue to evolve, structured data remains an essential component of SEO. With advancements in machine learning and natural language processing, search engines increasingly rely on schema to deliver accurate and relevant results.
Investing in schema markup now ensures your website stays competitive as SEO trends shift. For example, voice search and AI-driven assistants like Siri and Alexa depend heavily on structured data to provide precise answers. By implementing schema, your content becomes more accessible to emerging technologies, keeping your SEO strategy ahead of the curve.
Challenges in Implementing Schema
Schema markup, while powerful, comes with its own set of challenges that businesses and webmasters must navigate. Despite its potential to improve search engine rankings and enhance the visibility of content, implementing schema effectively requires careful planning and execution. Below are some of the most common challenges associated with schema implementation:
1. Technical Expertise Required
One of the most significant barriers to implementing schema is the technical knowledge required. Schema markup is typically added to a website using formats like JSON-LD, Microdata, or RDFa. These formats are highly technical and require an understanding of coding principles, web development, and structured data.
For non-technical users or smaller businesses without dedicated IT teams, this can be a daunting task. Even minor errors in the code can lead to validation issues, rendering the schema ineffective. For example, a missing bracket or a misplaced comma in JSON-LD can prevent search engines from interpreting the data correctly.
Moreover, staying updated with the latest schema types and best practices adds another layer of complexity. Google and other search engines frequently update their algorithms and guidelines, which means businesses need to continually adapt their schema strategies to remain compliant.
2. Dynamic Content Management
Websites with dynamic or frequently updated content face unique challenges in maintaining schema accuracy. For instance, e-commerce sites that regularly update product prices, availability, or descriptions must ensure that the corresponding schema data is also updated in real-time.
Failure to sync schema with dynamic content can lead to inconsistencies, such as displaying outdated prices in search results. This not only frustrates users but can also damage a brand’s credibility. Additionally, implementing a schema for dynamic elements like user reviews or live event schedules requires advanced tools or plugins, which may not be accessible to all businesses.
Automation tools like schema generators can alleviate some of these challenges, but they are not always foolproof. These tools may struggle to accommodate custom schema requirements or may generate generic data that doesn’t fully align with a website’s specific needs.
3. Schema Misuse
Misusing schema markup is another significant challenge. Some webmasters, in an attempt to improve rankings quickly, may overload their schema with irrelevant or misleading information. For example, adding fake reviews or including keywords that do not reflect the actual content can temporarily boost visibility but carry severe risks.
Search engines like Google have strict guidelines against schema abuse. Websites found guilty of misleading practices can face penalties, such as reduced rankings or even removal from search results. This highlights the importance of ethical implementation and ensuring that schema accurately represents the content it is tied to.
Even unintentional misuse, such as duplicating schema across multiple pages or failing to test the markup before deployment, can lead to performance issues. Regular audits and validation through tools like Google’s Rich Results Test are essential to avoid such pitfalls.
Final Thought
Schema markup is no longer optional but a necessity in the evolving landscape of SEO. When paired with Google’s RankBrain algorithm, schema becomes a powerful tool for achieving better visibility, relevance, and engagement in SERPs. By understanding its components and implementing them strategically, you can ensure your content remains competitive and aligned with user intent.
Whether it’s through enhancing breadcrumbs, creating how-to guides, or optimizing FAQ sections, schema markup is your gateway to smarter, more user-focused search optimization.
Thatware | Founder & CEO
Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker.