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What is Schema Markup? The Basics:

Published:

Apr 29, 2022

Updated:

April 29, 2022

Featured Service:

Schema Markup

What is Schema Markup? The Basics:

Summary:

Schema Markup is exclusively responsible for “rich results” in search results, and plays a major factor in click-thru-rate, as users see the shiny-objects.

Schema Markup is exclusively responsible for “rich results” in search results, and plays a major factor in click-thru-rate, as users see the shiny-objects.


It’s a special JSON formatted code embed in each webpage to communicate to search engines the content of the webpage. Quick example of a full schema markup code:



Certain types of schema types such as “Person” and “Organization” make each web page eligible for different “rich result” snippet types.


To give a real world example: William Raveis Real Estate (a New England real estate brokerage) does not implement this for their agent-profiles.


The Raveis result for a “Charles Magyar” search:


The Raveis result for a “Charles Magyar” search


The Zillow result for a “Charles Magyar” search:


The Zillow result for a “Charles Magyar” search


In this case, Zillow is using an “AggregateRating” schema type, resulting in the “rich result” of displayed reviews in the Zillow search result.


Schema must follow strict guidelines, each value for each schema field, residing for each schema type must be a recognized value from schema.org. Also - schemas must ONLY display information features on the webpage the schema represents… etc etc. There any many rules to follow to ensure you qualify for the rich results.


Example of work for: BitX Funding (Fairfield based small business loans):

https://github.com/labate-group/BitX-Funding/tree/main/schema-markup


And our own schema markup:

https://labate.link/schema


Our schema markup validated:

https://validator.schema.org/?url=https://labate.io


This could be dynamically implemented from whichever CMS Raveis uses, and the values they have for each agent profile. So once set up, the schemas will be automatically-updated as agent data is updated. The template would look something like this:

Schema Markup Dynamic Variable Value Population


Once again, where William Raveis (or any enterprise / medium-size / small-sized business would see the ROI from undertaking a schema markup project, is in mostly: CTR (organic click-thru-rate) and some increase in organic shown-results (as search engines will choose to display your result more often if you can display a “rich result”).


If you are not using schema markup, it will be nearly impossible for you to appear on google in a "rich result" snippet. Contact the Labate Group to learn more about how we can help you implement this for your business, and grow your organic search traffic.

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Jake Labate
Author
Jake Labate, President at the Labate Group.
Jake Labate is the President of the Labate Group, located in Westport, CT 06880.