Aug
26

List of Top 10 Popular SEO Schemas that are useful for Search Rankings

08/26/2019 2:00 PM by Admin in Seo

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What Are Schemas?

The concept of Schema came into being when four search behemoths - Google, Yahoo, Bing, and Yandex decided to join hands together to create Schema.org. The purpose of this was to present information in a visually interesting and tangible way that should be useful for both the users and the search engine.

Without Schema, it would be really hard for search engines to understand and represent specific search queries in rich snippet format. Schema made it possible for search engines to understand whether a given web page contains information about an article, a public figure, a recipe or a movie. 

A form of microdata, Schema markup is now being widely used in web pages to present information in a structured format so that search engines can easily process the information and display them correctly in the Search Engine result pages. Popularly described as rich snippets, schema markup helps create more engaging description to appear in the search engine result pages. 

Things have changed drastically in the last few years in the world of search engine optimization. RankBrain and Hummingbird are now ruling the roost these days and therefore, it has become a necessity for the webmasters to embrace the concept of Schema unless they don’t mind left out from the mad SEO rush that has been going on for years. 

Schema and Search Rankings

seo schema

Though there is no such evidence to link search rankings of a web page with the schema that has been included in that page, most SEO guys are of the opinion that the inclusion of schema in a web page does have an overall positive impact. 

There is no denying of the fact that the inclusion of schema in a webpage helps the web page appear prominently in the search engines result page and this has a direct impact on the Click Through rate. So, in case, you want to drive more traffic to your website, all you have to do is to add proper schema markup in that page. 

In case, you are interested, you need to check out these following popular SEO schemas that are making a splash in the industry – 

1. Organizational schema

This Schema markup is designed to help organizations like NGO, clubs, corporates, school to have a prominent presence on the SERP. It appears on the top right of google search results for a particular well organization and branded sites. Suppose you need to add multiple contacts, you can add contact information that will appear in the knowledge graph of search results with the described schema code.

The Purpose of organization schema is to understand the business presence and appear in the knowledge panel for better user experience. Implementing can be easy but it takes a few weeks to several months appear on the panel with the well-structured format.

An organization with its postal address and contacts details can be represented by adding the following line of code in it – 

<script type="application/ld+json">

{ "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.example.com",
  "name": "Example Organization",
  "email": "email(at)example.com",
  "telephone": "(888) 320 320 320"

  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Example City",
    "postalCode": "123456",
    "streetAddress": "38 Sample Street Name"
  }, 

  "contactPoint" : [
    { "@type" : "ContactPoint",
      "telephone" : "+1-888-777-6666",
      "contactType" : "customer service",
      "contactOption" : "TollFree",
      "areaServed" : "US"
    } 

    ] }

</script>

2. Review schema

Review schema is primarily used by review websites to present information in a structured format. Review snippet is basically a summary of ratings or reviews that are posted against a product, service or against a business organization.

To become eligible for this search snippet, the developer will have to dynamically show a combined average of the ratings/reviews so that search engines can make a proper evaluation of the page. Short excerpt and the ratings usually get captured and displayed by search engines in its result page.

Review snippet either gets displayed in the Google Knowledge Graph or in the rich result. 

Here is how you can use Review schema:

<script type="application/ld+json">
    {
  "@context": "https://schema.org/",
  "@type": "Review",

  "itemReviewed": {
 "@type": "Restaurant",
    "image": "http://www.example.com/best-dessert.jpg",
    "name": "Example Restaurant",
      "telephone": "999 888 7777",
    "servesCuisine": "Dessert",
    "address" :{
      "@type": "PostalAddress",
      "streetAddress": "999 Imaginary Street",
      "addressLocality": "Salinas",
      "addressRegion": "CA",
      "postalCode": "95101",
      "addressCountry": "US"
    }
  },

  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "5"
  },
  "name": "Enter some random Name here.",
  "author": {
    "@type": "Person",
    "name": "Steve Osbourne"
  },
  "reviewBody": "Enter some random description here.",
  "publisher": {
    "@type": "Organization",
    "name": "Example Organization"
  }
  }

</script>

3. Schema Person Markup

Person schema is mainly used to make Google aware of the biographical details of a famous person so that information pertaining to that person gets displayed correctly in its search snippet. Athletics, Singers, Actors, Business People, Football players, etc can use this markup to represent their profiles properly in search engines result pages.

This piece of schema code is very useful for both search engine algorithms and user experience. So the code helps the search engine algorithm to understand the personal schema structure to display useful information in the knowledge panel. This data is completely taken from the respective pages and display it accordingly.

Person Schema Code

<script type="application/ld+json">
{
  "@context": "http://schema.org/",
  "@type": "Person",
  "name": "ABC",
  "hasOccupation": {
    "@type": "Occupation",
    "name": "Economist",
    "educationRequirements": "PhD in Economy"
  }
}
</script>

4. Local Business Markup

In case, your business wants to have a more prominent presence on search engines, you need to add Local business schema markup in your website. This schema markup would make it possible for search engines to establish a relationship between the entity i.e. your business and its social profiles.

The local business schema is mainly used for business address or any branch. By incorporating Local Business markup in the profile page of your website, your website will stand a better chance to rank high in search results.

Local Business Schema Code

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "image": [
    "https://example.com/photos/example-photo-1.jpg",
    "https://example.com/photos/example-photo-12jpg,
    "https://example.com/photos/example-photo-3.jpg"
   ],
  "@id": "http://davessteakhouse.example.com",
  "name": "Best Restaurant In the World",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "999 Imaginary Street",
    "addressLocality": "Salinas",
    "addressRegion": "CA",
    "postalCode": "95101",
    "addressCountry": "US"
  },
  "review": {
    "@type": "Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "4",
      "bestRating": "5"
    },
    "author": {
      "@type": "Person",
      "name": "Samual Turk"
    }
  },

  "url": "http://www.example.com/restaurant-locations/salinas",
  "telephone": "+222 333 4444",
  "servesCuisine": "American",

  "menu": "http://www.example.com/menu",
  "acceptsReservations": "True"
}
</script>

5. Product schema Markup

There are multiple benefits of adding Schema markup on product pages. Search engines will be able to show a rich search result if they find relevant information pertaining to your products are presented via Product Schema markup.

The search result can display information like – Review Ratings, Availability of the product, Price details and more. You can dramatically increase Click-through rates from search engines by enriching the products with proper schema markup. However, you will have to make sure that the markups are implemented properly and these details are getting updated on a regular basis. 

Product Schema Markup can only be included in pages:

  • That contains only a single product
  • That contains a single product along with a list of sellers who are selling that particular product. 

Product Schema Code  

<script type="application/ld+json">

{

  "@context": "https://schema.org/",

  "@type": "Product",

  "name": "Dell IPS Monitor 22 Inches",

  "image": [

    "https://example.com/photos/dell-monitor.jpg",

    "https://example.com/photos/dell-ips.jpg"

   ],

  "brand": {

    "@type": "Thing",

    "name": "Dell"

  },

  "aggregateRating": {

    "@type": "AggregateRating",

    "ratingValue": "4",

    "ratingCount": "55"

  },

  "offers": {

    "@type": "AggregateOffer",

    "lowPrice": "200",

    "highPrice": "220",

    "priceCurrency": "USD"

  }

}

</script>

6. Image Schema Markup

Image Schema markup is probably one of the most underutilized Schema Markups in the history of search engine optimization. Imagegallery schema markup allows webmasters to make their product images stand out from the rest. When implemented, ImageGallery schema can help search engines identify and recognize different images and the relationship that exists among them.

This schema markup helps to mark all the images within the gallery. If your page has multiple images then you need to separate imagegallery markup; so the google can recognize these image differently and show results accordingly to the query.

Image Schema Code 

<script type="application/ld+json">
  {"@context" : "http://schema.org",
  "@type": "CollectionPage",
  "id": "https://www.example.com/ImageGallery.html",
  "url": "https://www.example.com/ImageGallery.html",
  "description":"Enter some description about the image gallery page here",
        "mainEntityOfPage": {  
            "@type": "ImageGallery",
                  "image":  [  
                        {
                        "@type": "ImageObject",
                        "url": "https://www.example.com/images/product-image1.jepg"
                        },
                        {
                        "@type": "ImageObject",
                        "url": "https://www.example.com/images/product-image2.jepg.gif"
                        },
                        {
                        "@type": "ImageObject",
                        "url": "https://www.example.com/images/product-image3.jepg"
                        }
                ] 
          } 
  }
</script>

7. Breadcrumbs Schema

The purpose of a breadcrumb is to make it easy for users to understand the position of a web page in the hierarchy of the website. By including breadcrumb, you will make it even easier for search engines to navigate through the pages.

A user can decide to go up and down the site hierarchy without feeling lost in the way. By including breadcrumb Schema markup, you will make it easier for search engine bot to understand the position of a page and its overall importance in a given context.

Breadcrumbs Schema Code

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [{
    "@type": "ListItem",
    "position": 1,
    "name": "Books",
    "item": "https://example.com/books"
  },{
    "@type": "ListItem",
    "position": 2,
    "name": "Authors",
    "item": "https://example.com/books/authors"
  },{
    "@type": "ListItem",
    "position": 3,
    "name": "George R. R. Martin",
    "item": "https://example.com/books/authors/MartinGeorge"
  },{
    "@type": "ListItem",
    "position": 4,
    "name": "Ancillary Justice",
    "item": "https://example.com/books/authors/A-Dance-with-Dragons"
  }]
}

</script>

8. Article Schema Markup

If you wish to further enhance the appearance of the search snippet of your news article or blog post, you have to add Article Schema markup against those articles. 

By adding article Schema, your articles will stand a chance to get placed in the Visual Stories Section, host carousel section, Top stories carousel section, etc of the Search Engine Result Page. To increase the chances of your article get picked up by search engines (as a qualified one to be featured as Top Story or Visual Story), you will have to use Article Schema Markup.

Article Schema Code

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Article",
  "author": "Samuel Tarley",
  "interactionStatistic": [
    {
      "@type": "InteractionCounter",
      "interactionService": {
        "@type": "WebSite",
        "name": "Facebook",
        "url": "http://www.facebook.com"
      },
      "interactionType": "http://schema.org/ShareAction",
      "userInteractionCount": "500"
    },
    {
      "@type": "InteractionCounter",
      "interactionType": "http://schema.org/CommentAction",
      "userInteractionCount": "54"
    }
  ],
  "name": "The Best Article in The World"
}
</script>

9. Video Schema Markup

Wanna increase the visibility of your videos? Of course, you do. Those of you who want to use Google and other search engines as entry points to find and watch your amazing videos. The following details like – duration, upload date, thumbnail URL and description.

A badge appears against the thumbnail video image in Image search of most search engines and this badge encourages users to click on that URL and watch the video.

Video Schema Code

<script type="application/ld+json">{
  "@context": "http://schema.org",
  "@type": "VideoObject",
  "name": "Ed Sheeran - Nothing On You (feat. Paulo Londra& Dave) [SBTV]",
  "description": "Enter some Random Description here",
  "thumbnailUrl": "https://i.ytimg.com/vi/IOOcbIyoW_0/default.jpg",
  "uploadDate": "2019-08-08T21:58:14.000Z",
  "duration": "PT3M22S",
  "embedUrl": "https://www.youtube.com/embed/IOOcbIyoW_0",
  "interactionCount": "14364550"
}

</script>

10. Event Schema Markup

This Schema Markup has proven to be particularly useful for those who want to showcase a list of upcoming events right in the search pages of the search engines. You can use this markup against any kind of events – be it a charitable event or a rock concert.

By adding Event Schema, you will make it even easier for search engines to discover the details about your Events and then present them in a visually interesting format in the search engine result page.

Event Schema Code

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Event",
  "location": {
    "@type": "Place",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Salinas",
      "addressRegion": "CA",
      "postalCode": "95101",
      "streetAddress": "75 Imaginary Street"
    },
    "name": "The Best Rock Concert Event in the world"
  },
  "name": "Ed Sheeran",
  "offers": {
    "@type": "Offer",
    "price": "13.00",
    "priceCurrency": "USD",
    "url": "http://www.example.com/purchase/buy-ticket"
  },
  "startDate": "2019-09-14T21:30"
}
</script>

11. Recipe Schema Markup

By incorporating recipe schema, information like the nutrition value, preparation times, cooking steps, reviewer ratings, etc will get displayed in rich format in the search engine result page. How this information will get displayed at the end depending on a host of factors but primarily it depends on how you have embedded the Recipe schema code in the page. 

Recipe Schema has a host of advantages. Google Assistance might pick it up and help people follow the steps of the recipe by using Google Home or any other smart home devices for that matter. 

Your Recipe might get featured in the carousel section of the search result page. It might display details like logo of your website, main image, and other details.

Recipe Schema Code

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Event",
  "location": {
    "@type": "Place",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Salinas",
      "addressRegion": "CA",
      "postalCode": "95101",
      "streetAddress": "75 Imaginary Street"
    },
    "name": "The Best Rock Concert Event in the world"
  },
  "name": "Ed Sheeran",
  "offers": {
    "@type": "Offer",
    "price": "18.00",
    "priceCurrency": "USD",
    "url": "http://www.example.com/purchase/buy-ticket"
  },
  "startDate": "2019-09-14T21:30"
}
</script>

12. Music Schema Markup

If your music gets picked by search engines after incorporating Music schema markup against it, chances are that the music will get featured prominently on the top of the search engine result page. The snippet could include details like – name of the track, artist name and the duration of the song.

This schema specifically shows for music sites which are most relevant to `the industry-specific and music track records.

Music Schema Code:

<script type="application/ld+json">
{
    "@context": "http://schema.org",
    "@type": "MusicRelease",
    "name": "Divide",
    "alternateName": "+",
    "musicReleaseFormat": "http://schema.org/VinylFormat",
    "inLanguage": "EN",
    "recordLabel": {
        "@type": "Organization",
        "name": "Atlantic Records UK"
    },

    "producer": [
        {
            "@type": "Person",
            "name": "Ed Sheeran"
        }
    ]
}
</script>

Conclusion

All schema markup code place a very important role in search engines based on various situations. Depends on your site requirement that matches your website category, make sure the necessary SEO schema will help you get high CTR and traffic from search results.


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