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Schema Types

Schema Types and Examples:

Schema is code that is installed on the website that very specifically says to Google that this is “X”. This way, Google knows for certain what things are. For example, the exact answer to a question, the exact location of the business, or the author of an article. These all show up in the search engine results page off to each side. The Mayo Clinic has great examples of the different schema types in use.
 

Schema Statistics

Case Study from Search Engine Journal

Implementing local listing and breadcrumb schema resulted in:

  • 2.7% increase in Click-Through-Rate.
  • Clicks Increased by 43%.
  • Average Position increased 12%.

Case Study from Delante

Webpages with schema were:

  •  Ranked 4 positions higher

Case Study from Search Engine Journal

Recipe Schema and more was added to the Rakuten website and they saw:

  • Rakuten reported that traffic to recipe pages increased 2.7 times
  • The average session duration grew to 1.5 times longer.

Case Study from Alan Bleiweiss

Example of traffic increase due to schema

Alan implemented listItem schema:

  • Organic Traffic went up 90%

Case Study from InLinks

A team of SEOs at InLink implemented schema on hundred of site,. In one month with no other changes:

  • Twice as many sites ranking increased as decreased

Simple Example Of The Knowledge Graph

Image Courtesy of Ahref.

This image give a simple understanding of how ideas and term are linked in Google’s mind. Schema is the labelling between the ideas so it can connect them.

 

Organization Schema

Adds information around branded searches about your company. A wealth of different information can be added here.

Local Schema

Local Schema Adds information to local searches for when someone is looking for a nearby business. Marking up events, questions, addresses, opening and closing times can all be useful for adding information to the search engine results page.

Sitelink / Navigation Schema

Adds functionality to the search engine like a direct search into your website on the search engine results page.

Product Schema

Want to get free space in the search engine results page directly displaying your products? Here is how without buying ads.

Person Schema

Anyone and everyone at a company can be marked up to help Google form a web of connections between people, organizations, events, articles, PR, and so many other things. Add added through schema.

Article Schema

Article schema is featured at the top (or near) of the search engine results page bypassing other searches.

Breadcrumb Schema

Breadcrumb schema helps make the search engine results page more human readable. Unfortunately, I could not find breadcrumb schema for the Mayo Clinic.

Event Schema

Event schema puts your events directly into the search engine results page for all to see. If you want more free views on your event, this is a great way to do it.

Video Schema

Video schema help Google know your videos. Much of this information can be added with meta data in Youtube but for other platforms it is critical to mark them up.

FAQ Schema

Want more of these from your website? Let me help. Among content optimizations and great answers, this is the way to get featured.

Recipe Schema

Helps your recipes be fed to Google in a very digestable manner. (Buhh dumm chy)

Speakable Schema

Still in beta but helps you get featured in voice search like “Ok Google, when was the Mayo Clinic founded”