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Schema Markup & SEO

If there is one SEO effort you need to focus on in 2020, it should be to scale the implementation of structured data across as much of your content as possible in order to maximize the potential visibility of your content in search engines.

Structured data is a standardized format for providing and classifying information about Web page content. Common examples include schema for videos, reviews, organizations, FAQ, and many more. Implementing schema markup to create structured data that describes your content allows Google to better understand what your content is and in many cases that results in stronger rankings and more efficient and frequent indexing. Structured data can also enable rich search results, which can provide more opportunity for visibility within search results.

What kinds of Structured Data should I use for my Website?

You should implement any and all schema markup that is relevant to your content. Obviously, you will want to prioritize based on ease of implementation and potential impact on business results. But in theory, to scale forward as effectively as possible, any structured data that can be implemented cost-effectively at scale should be.

The following page on Google illustrates how the various schema markups for different types of structured data are reflected in search results by Google:

While using structured data enables features to be present, it does not guarantee a rich results feature.

It should be noted that there are literally hundreds of potential Schema markup opportunities, but Google currently only uses a much smaller subset of those to augment search results. That being said, the list of enhancements continues to grow at a rapid pace and it definitely makes sense to evaluate all schema opportunities and implement any appropriate schema assuming it isn’t cost-prohibitive to scale, regardless if it is currently being used by Google or other engines.